Research On Innovative Design Of Financial Products Of Less Developed County Rural Credit Cooperatives In Shaanxi Province

THE development of county economy in shaanxi province has made a great conttibution to the overall economic development.But with the development of urban and rural integration and modernization of agriculture,the county economy development level is uneven,especially in the underdeveloped county,economic development level lags far behind other counties,and backward economic development makes underdeveloped county's economic subject have the demand for financial products which shows the characteristics of sonic of their own.However,due to the limitations of various reasons,as the main financial support of county economic development,rural credit cooperatives can not give full play to its own management,not only financial products innovation consciousness is weak,but the innovation ability is bad,can't effectively meet the needs of financial products for underdeveloped county's economic subject.Therefore,this paper focuses on the research on the innovative design of financial products of rural credit cooperatives so as to provide more rich financial products for the underdeveloped counties.It can not only improve their level of financial services in less developed county,and can effectively improve the local economic development environment.This article first to review the domestic and foreign research literature,,this paper oves the developed the related theory of county and financial products innovation rural of credir cooperatives.According to the situation of economic development in shaanxi provincedit 2016,the county economy is classified into three types.And then combined with the questionnaire,in order to 40 rural credit cooperatives in 2011-2015 in shaanxi as sample,delve into the present condition ofless developed county's economic subject of the demand for financial products and the rural credit cooperatives for the supply of financial products,as well as the contradiction between supply and demand of them.According to the results in the the financial services of underdeveloped county economic development of rural credit cooperatives,there is a contradiction between the demand of financial products by economic subject and the supply of financial products by rural credit cooperatives.It needs to be solved urgently.Secondly,SWOT analysis,analysis of current financial products innovation facing internal and external environmental conditions of rural credit cooperatives in the underdeveloped county.The results show that financial products innovation of the rural credit cooperatives faces the opportunity of rapid development of network technology,there is the opportunity and threat about the competition from the same industry.Relative to other Banking institutions in the less developed county,rural credit cooperatives also have the powerful advantage of organizations widely distributed.Finally,giving ideas about financial product innovation of the rural credit cooperatives in the underdeveloped county,rural financial market segmentation,and taking full advantage of the needs of customers,customer-oriented,and improving the variety of financial products.Optimizing the service mode matching with financial products of the rural credit cooperatives.It is designed around three dimensions specifically which include service channels,service personnel and service means of financial products.And then to the innovative design of marketing of financial products,it is designed around three dimensions,financial products' marketing mechanism,marketing channels and marketing methods.Finally giving concrete suggestions based on the internal and external environment construction for the implementation of financial product innovation design scheme of rural credit cooperatives.