The Research Of Innovation On Rural Financial Products And Services Of Sunshine Village Bank In Qianguo County,jilin Province

Village Banks are new rural small and medium-sized financial institutions,due to it?s many congenital deficiencies,after the economy entered a new normal mode,in the face of fierce competition in the market environment,the development of Village Bank?s road was not flat,survival pressure highlighted,how to adjust measures to local conditions to explore conforms to the sustainable development of the actual path itself,became the outstanding problems that Village Banks should faced.At the same time,the innovation of new information technology and the combination of traditional financial for rural financial products and services provided a new reference model for Village and Town Banks,the innovation of rural financial products and services of Village and Town Banks had brought more financial supply and more convenience for agriculture,farmers in the county and rural,provided more diversified and high-speeding financial support to build beautiful country.In 2015,the central government decided that Jilin Province was the only provincial pilot province for comprehensive rural finance reform in China,which brought new opportunities for the follow-up development of Village and Town Banks in Jilin Province.In this context,it is necessary to analyze the beneficial exploration of rural financial products and services innovation of Sunshine Village Bank(hereinafter referred to as "Q Village Bank")in Qianguo County,Jilin Province.Q Village Bank in Jilin Province is one of the first batch of 19 pilot Village Banks established in China.Taking the rural financial products and services innovation of Q Village Bank,Jilin Province as the research object,analyze the basis of rural financial products and services innovation of Q Village Bank,research the innovation present situation in rural financial products and services of Q Village Bank,expound the business process innovation in rural financial products and services of Q Village Bank,research the beneficial exploration on rural financial services innovation of Q Village Bank,study the deficiency existed in the rural financial products and services innovation and analyze the causes of these shortcomings.Finally,base on the principle of sustainability,the principle of efficiency first and fairness to give consideration,the principle of people-oriented,the principle of rich connotation and distinctive;From Q Village Bank set out actually,propose that making development plan,perfecting the corporate governance,developing multifaceted credit business,strengthening the supporting ability of science and technology,establishing the consciousness of talent development,building good relationship with internal and external cooperation and other feasible suggestions,reveal the broad prospects and strong vitality of these rural finance products and services innovation activities.