Investigation And Research On Financial Services Of Rural Community Banks In Pengzhou Sub-Branch Of Agricultural Bank Of China

At present,in the development of China’s socialist rural revitalization strategy,there are a series of problems such as the dual financial structure and rural financial repression.The development of rural community banks will effectively solve the rural financial problems.However,the rural community banks in China generally have some problems,such as insufficient quantity,deviation of network layout,deviation of target positioning,and outdated business model.After the "Implementation of the Rural Revitalization Strategy" was first proposed at the19 th National Congress of the Communist Party of China(CPC),it was mentioned again at the 20 th National Congress of the Communist Party of China(CPC)that "comprehensively promote rural revitalization".The policy system of the banking industry to support rural revitalization has been constantly improved.Sichuan is a big agricultural province.In response to the needs of the development of "agriculture,rural areas and farmers",it is necessary to develop rural community banks.Therefore,it is important and necessary to develop rural community banks.Based on this,this paper selects the rural community bank of Agricultural Bank of China Pengzhou Branch as the research object,using the literature research method,and finds that most of the domestic and foreign research on community bank finance is focused on community finance,and only stays on the surface,without too much in-depth analysis,and less research on rural community banks and their financial services;By using the method of questionnaire survey,residents in the urban and rural fringe of Pengzhou City,with and without township outlets were selected to randomly distribute 500 questionnaires on average and receive 466 valid questionnaires.Through the survey,we learned that the rural community bank of Pengzhou Branch of Agricultural Bank of China has made certain achievements,and the channel layout and brand image are constantly improving,However,the distribution location,quantity and service content of rural community banks have shown a trend of "de farming".It is found that the financial service development of rural community banks of Agricultural Bank of China Pengzhou Sub branch has problems such as uneven distribution of institutions,few types of financial products,insufficient innovation,inadequate publicity of rural financial services,weak service awareness of employees,lack of informatization level and talents,It also analyzes the reasons for the problems in the financial services of rural community banks of Agricultural Bank of China Pengzhou Sub branch,which are mainly restricted by the system constraints and lack of management,the insufficient financial supply caused by the institutional arrangements under the leadership of the government,the low cultural level of rural residents,the heavy traditional financial concepts,and the normal credit system in rural areas.In view of this series of problems,by combining theoretical analysis with empirical research,it is proposed that the rural community bank financial services of Agricultural Bank of China Pengzhou Sub branch should rely on the relevant departments of the Agricultural Bank of China Head Office,Sichuan Branch,Chengdu Branch and other institutions at all levels,make full use of the power of science and technology and bank resources,and improve the channel construction and service product innovation of rural community banks from the perspective of improving service brands Suggestions on optimizing service product pricing.