Research On Personal Financial Management Service Of Rual Area In Chong Qing

China has always been a agricultural country.Agricultural economy occupies a very important position in our national economy.The issue of agriculture,countryside and farmers has always been the focus of the central and local governments.In recent years,with the development of urban integration,the rural economy has achieved a rapid growth,and the rural financial market has gradually expanded and prospered.Nowadays,apart from postal savings banks,agricultural development banks,rural credit cooperatives,etc.many new financial institutions have emerged,such as village banks,micro-loan companies,rural mutual cooperatives and so on.The services provided by rural financial institutions have also evolved from traditional agriculture-related savings and agricultural credit to comprehensive financial services including settlement,credit,exchange,wealth management and asset allocation.With the further development of rural economy,farmers' incoming has gradually increased.Hence,the demand for financial services has gradually changed from traditional agricultural production loans or life-style loans for raising children to comprehensive needs of settlement,exchange,insurance,pension and personal wealth management.Personal finance has developed successfully in urban areas of China.Joint-stock banks,commercial banks,including various non-bank financial institutions are flourishing.However,due to the restriction of rural residents' cultural devlopment,the lack of supervising,the uneven quality of rural financial institutions practitioners,and unbefitting financial products,the development of rural personal financial services has been slow.Causing the issues of the unstandardized market,capital outflow,etc.This paper starts with the research background and significance of rural personal finance development.First,it introduces the theoretical basis of relevant research at home and abroad.Second,it objectively describes the current situation,advantages and difficulties of rural personal finance development in Chongqing by using questionnaire survey and data analysis.Third,it uses economics to analyze the current situation of rural personal finance in Chongqing.Finally,it proposes asolutions from aspects of the policy,technology,platform.