Study On The Corporate Social Responsibility And Its Practice Of Chinese Rural Finance Corporate

China is agricultural country, and agriculture is the foundation of our country. If China is stronger, agriculture must be strong; If China is richer, agriculture must be rich. With the development of the market economy, the speed of China's economic development is gradually speeding up, the level of economic development are also rising, people's living standard and quality has greatly improved. However, in the process of macro economic development, the "Three Rural" issue has always been a major problem cared about by the central government, alleviating the "Three Rural" issues is the inevitable requirement of construction of a harmonious society, realizing the Chinese dream under the new normal. And an important means of relief the "three rural" issue-rural finance has not kept pace with the times, a good external environment for the mitigation and solve the "Three Rural Issues" haven't provided, that is to say, the social responsibility of "three agriculture" haven't be taken enough.On the basis of induction and collation of widely existing literatures, and a comprehensive sort of concept and connotation of rural finance corporate social responsibility, the scope of rural finance corporate social responsibility is further defined, the necessity and feasibility of the rural finance corporate social responsibility are explored, and China's rural financial status of corporate social responsibility are examined. Based on the results of previous studies and the successful experience of foreign countries, according to the rural areas, the characteristics of agricultural production as well as the positioning of rural financial enterprises, rural finance corporate social responsibility is divided into legal and fiduciary duties, corporate development liability, responsibilities of shared benefits and moral responsibility from low to high. Four primary indicators and twenty-five secondary indicators of social responsibility evaluation system of rural finance business are explored and constructed, and using of the data model and expert scoring method the social responsibility evaluation index system of rural financial enterprises weight is defined. Through the index weight, factors affecting rural financial corporate social responsibility evaluation is mainly responsibility of pratt & whitney, moral responsibility, responsibility of legal and integrity and corporate development responsibility. Considering the data's integrity, continuity and availability,followed by Agricultural Bank of China as an example empirical research is carried out, On the basis of annual reports, CSR reports, and "China Rural Financial Services Report" of Agricultural Bank of China and the website information of the National Bureau of Statistics, China Banking Regulatory Commission, People's Bank of China, a preliminary evaluation of social responsibility practice of Agricultural bank of China in 2007-2014 is made. The study found that the Agricultural Bank of China is gradually strengthening its sense of social responsibility practice, and the practice of social responsibility is gradually increasing. Finally, whether the agricultural bank of China's social responsibility practice impact on its business performance is further discussed,and how does it affect? Thus targeted measures are proposed based on the results. So the impact of the agricultural bank of China's social responsibility practice on its business performance is further discussed, through mathematical analysis, Carrying out agriculture-related loans and other financial services to the enterprise performance has a certain role in promoting weakly; the expenditure about benefit farmers card, electronic equipment and other rural financial infrastructure will obviously diminish its business performance. In short, rural finance corporate social responsibility practice will set off against their business performance. On the basis of this conclusion, respectively from the angle of government, society and business policy suggestions to promote rural financial enterprise fulfills its social responsibility is put forward. This paper argues that the key to solve rural issues is the government. It must increase government intervention, the government can intervene rural financial firms' agriculture activities through the level of legislation, policies, institutions. By adjusting the external economic environment, such as finance, taxation, interest rates and other means, it guide the rural financial enterprises take the responsibility for three rural service actively. While the government should create a fair competitive environment in the vast rural areas, on the one hand to relax market access conditions, on the other hand to strengthen financial regulation, and encourage third-party evaluation institutions to provide support for rural financial enterprises. Rural financial institutions are ultimately takers of social responsibility,and should practice social responsibility consciously from the overall situation and long-term perspective.