Research On The Supply And Demand Of Rural Residents' Investment And Financing In Hunan Province

In recent years,with the steady growth of the rural economy in the new era and the continuous improvement of farmers' income level,the potential financial needs of rural residents are more urgent than ever before.However,due to the constraints of their own financial knowledge level and investment risk perception,most rural residents lack investment and financial management experience,unable to formulate a scientific investment and financial portfolio planning,idle capital flow is still dominated by bank savings.At the same time,in terms of the supply of rural investment and financial management,due to the relative interests,the financial market of rural investment and financial management is still in a slow development stage compared with that of cities and exists a lot of problems,such as insufficient supply of innovative investment and financial products,imperfect financial service platforms and channels,and lack of investment and financial professionals.Therefore,the imbalance between supply and demand of rural investment and financing seriously restricts the healthy development of rural financial market.Based on the Hunan Rural Finance Yearbook and the survey data of rural residents' investment and financial needs,this paper investigates the distribution of financial institutions in rural areas of Hunan Province,the supply of financial products,the types and applicability of financial products,and analyses the demand situation of rural residents in Hunan Province in terms of income level,investment channels,financial management planning,etc.and uses the Logistic model to analyze the investment needs of rural residents in Hunan Province from three aspects:their own characteristics,the degree of awareness of investment and financial management,and the external environment of supply to the market.The empirical results show that gender,age,annual income,family population,product risk perception,whether to pay attention to investment and financial management in peacetime,the number of financial institutions near the village,and the Internet connection have significant impact on rural residents' willingness to purchase investment and financial management.Finally,from the perspective of supply market,investment demander and external environment,this paper puts forward countermeasures and suggestions to improve the balance between supply and demand of rural residents' investment and financing,including:improving the level of rural residents' financial knowledge,planning investment and financing portfolio scientifically;strengthening the innovation of investment and financing products and services mode by rural financial institutions,and implementing precision marketing;enhancing government funding and policy support for rural financial institutions in the policy of "benefiting farmers".At the same time,relying on the development of Internet Finance,we should scientifically control financial risks and stabilize the rural investment and financial management market.