Research On Retail Loan Product Innovation Of "Whole Village Credit" Of X Rural Cooperative Bank

Rural cooperative bank is a local financial institution,which is reformed from rural credit cooperatives.With the deepening of financial reform,the traditional advantages of rural cooperative banks have gradually lost,their living space has been squeezed in the fierce market competition and their market share has been eroded under the background of interest rate liberalization reform,increasingly strict supervision,and the penetration of Internet finance.The advancement of urbanization has also changed the form of rural areas,with the appearance of urban villages and suburban areas.They located in the city in space,but the organizational form still partly retains the characteristics of the countryside.As the same times,these areas form a small economy with unique characteristics.Rural cooperative banks around urban villages become "rural credit cooperatives in cities".Their external environment and their own conditions have undergone important changes.To adapt to the new environment,seize new opportunities and build a new landscape,it is inevitable to promote transformation through innovation.Taking the "whole village credit" product of X rural cooperative bank as the object,based on the exploration of retail transformation product innovation of other rural cooperative banks in recent years,combined with the theoretical research results at home and abroad,this paper carries out the research on retail loan product innovation.In this paper,financial product innovation theory and product life cycle theory are used to study the problems existing in product innovation,and factor analysis method is used to find the key factors affecting product default risk.From the perspective of management,suggestions are put forward for the problems existing in product innovation and risk control,and the formation of a product innovation mechanism integrating product research and development,marketing innovation and risk management.It is helpful for X Rural Cooperative Bank to enhance its innovation ability and optimize the product of "whole village credit".