Research On Innovative Communication Of Agricultural Credit Guarantee Information Under The Background Of Rural Revitalization

In recent years,new agricultural business body have continued to develop and have gradually become an important force in the development of modern agriculture.The reality of insufficient rural financial supply capacity has become a constraint factor for the development of new agricultural management entities.The problem of financing difficulties and financing for new agricultural management entities has become increasingly prominent.To this end,the Ministry of Finance,the Ministry of Agriculture and the China Banking Regulatory Commission jointly issued a document explicitly supporting the establishment of an agricultural credit guarantee system to solve the financing problems of new agricultural business body.With the proposal and implementation of the rural revitalization strategy,the agricultural credit guarantee system has been given new content,shouldering the important role of financial support for agriculture,and the national agricultural credit guarantee system has flourished.As an innovative thing,the agricultural credit guarantee system plays an important role in the development of information.This paper takes the spread of Anhui agricultural credit guarantee Co.Ltd.in ''the loan of Quangeng"model in Hengbu Town of Zongyang County as an example.It analyzes the dimensions of the recipients of information,the disseminators of information and the effect of information dissemination.Interspersed with the analysis of receiving channels and communication channels,researching and reviewing the problems faced in the dissemination,and finally combining the rural revitalization practice,and put forward countermeasures to promote the dissemination of agricultural credit guarantee information.First of all,the author introduces the conditions and overview of the construction of agricultural credit guarantee system in Zongyang County.The survey center of Hengbu Town,the sub-center of Zongyang County,was selected as the research area,and the questionnaire survey method was used to understand the characteristics of the new agricultural business body entity,and to receive the information channel and cognition of "the loan of Quangeng".The analysis shows that:First,the main body of the new agricultural operation is mainly middle-aged males with junior high school education,mainly engaged in planting;Second,the main body of new agricultural management obtains the information channel of "the loan of Quangeng"to organize communication,interpersonal communication and mass communication.The utilization rate of new media communication is not ideal,and the development space is huge.As a new thing,"the loan of Quangeng"model broke through the old model and formed a brand new "political bank" organization.Through the author's participatory observation and interviews,I sorted out the working style of "Government&Bank&Guarantee":Anhui agricultural credit guarantee Co.Ltd.set up an office in Zongyang County,and the county government established a"the loan of Quangeng" leading group of county and township linkages.The bank has actively prepared or has completed the"the loan of Quangeng" business department.According to the specific operation process of "the loan of Quangeng",this paper studies the specific division of labor among the Government,Anhui agricultural credit guarantee Co.Ltd.and Cooperative Bank,and explores the specific ways of disseminating information to new agricultural operators.At the same time,combined with the fifth part of the questionnaire,the results of the information dissemination and related theories of "the loan of Quangeng" in Hengbu Town,Zongyang County were analyzed.The main reason is to investigate whether the new agricultural business body in Hengbu Town have participated in the "the loan of Quangeng" and the reasons for their participation.Combining Rogers's theory of "innovation and diffusion" to study the spread of information on"the loan of Quangeng" in Hengbu Town,analyzing the special mode of Cooperation between the government,Anhui agricultural credit guarantee Co.Ltd.and the Cooperative bank,and their "cultivation" in the new agricultural management body.The role of“credit”in the dissemination of information,and thus summarizing the local experience of "the loan of Quangeng" information dissemination.Combining the research situation,the practice of "the loan of Quangeng"information dissemination and the external new environment,the thinking of rural information dissemination is raised.According to the path of rural communication,the main body,channel and object of rural communication were analyzed.At the end,according to the experience of "the loan of Quangeng" information dissemination,countermeasures for improving rural information were put forward.