Research On The Improvement Strategies Of Z Rural Commercial Bank’s Financial Services In The Context Of Rural Revitalization

The 19 th National Congress of the Communist Party of China formally put forward the Rural Revitalization Strategy for the first time in 2017,which pointed out that we should promote the financial resources to "agriculture,rural areas and farmers" through the vigorous implementation of financial reform to ensure that the financial demands related to Rural Revitalization are met.In recent years,rural financial institutions have gradually formed their own clear market positioning that provide effective financial support for the economic development of "agriculture,rural areas and farmers".Moreover,the rural financial demand is increasing with the promotion of the Rural Revitalization Strategy,but the relatively insufficient rural financial supply restricts the development of rural economy.Therefore,how to take effective measures to promote the reform and development of rural financial and improve the support level of rural financial services for Rural Revitalization,which have become an important social problem to be solved urgently.On the basis of taking "Rural Revitalization" as the research background,this paper adopts the methods of literature research,investigation and quantitative analysis,takes the development of financial services "agriculture,rural areas and farmers" as the foothold,analyzes the difficulties faced by Z rural commercial bank’s financial services under the background of Rural Revitalization from the financial service supply,financial service products,financial service mode,financial service risk and other dimensions by studying the current situation of rural financial services in Z Rural Commercial Bank and the combination of the analysis of rural financial demand in Z City.Combined with the development situation of rural revitalization financial services of Z rural commercial bank,this paper puts forward four aspects of financial reform and innovation measures that deepen and improve the concept of financial services,do the theme and characteristics of financial products,the normalization and enrichment of financial services,and the rapidity and intelligence of financial service processes from the aspects of internal and external environment optimization,financial product innovation.In addition,this paper put forward the safeguard measures from the national policy,internal environment and talent training in order to ensure the effective improvement of financial service capacity.