Research On China's Development Strategy Of Rural Internet Finance

Rural finance has a huge market prospect,but limited to the poor material and financial environment in rural areas,financial institutions can not be able to benefit from it directly.Although there are "three rural" policy support,there are still high risks and low returns in rural finance..The traditional financial institutions are very cautious about the attitude of agriculture related business.Even if the amount of the annual agricultural loans is increased,they are also invested in the rural enterprises and the enterprises with agriculture related business in the cities,the real implementation of the agricultural and peasant households is few.The exclusion of the "three rural" business by the traditional financial institutions leads to the shortage of rural finance in our country,and the farmers cannot get the financial resources needed,and the rural financial market has a huge gap for a long time.The emergence of Internet Finance provides a new way for financial institutions to serve the rural.Internet finance has the advantages of mobile,process,convenience,intelligentization and scene,low cost and fast speed,which can meet the needs of the farmers for financial services.The acceleration of rural Internet infrastructure construction has also provided the hardware foundation for farmers to use Internet financial services.E-commerce&agriculture&finance model have pushed the "three rural" Internet finance to a new height,making it an indispensable part of rural finance.But at the same time,it also brings about the new problems,such as the immature Internet financial risk prevention and control system,the farmers' distrust of the Internet Finance and the low participation of the traditional financial institutions.The purpose of this paper is to analyze the advantages and disadvantages of Internet financial products,and to combine the characteristics of the traditional financial institutions to help the traditional financial institutions to better help the "three rural",break the financial resources facing the "three rural" financial resources.