Research On Innovative Strategies For Small And Micro Enterprise Loan Products Of R State Rural Commercial Bank

With the advance of market-oriented reform,the number of large agricultural households,small and micro enterprises is increasing rapidly.However,such enterprises play an important role in the national economy.The Party’s twenty National Congress report,the two sessions clearly proposed that should take a variety of measures to reduce the operating costs of small and micro enterprises,pay attention to the introduction of favorable policies.However,large agricultural households and small and micro enterprises still have the problem of shortage of funds in the operation process,which hinders the development of farmers and small and micro enterprises.Therefore,we should give full play to the role of commercial bank credit products,increase innovation efforts,so as to ensure that the market capital demand is met.As the closest rural commercial bank with the largest number of small and micro enterprises and farmers,it should adhere to the basic concept of "taking root in agriculture,rural areas and farmers" and effectively solve the pain points of small and micro enterprises and farmers’ difficulty in obtaining loans and unsatisfied needs.This paper takes Rzhou Rural Commercial Bank as an analysis case,uses SWOT analysis,literature analysis,interview and other research methods,under the guidance of financial product innovation theory of product life cycle theory,analyzes the current situation and existing problems of Rzhou Rural Commercial Bank microcredit products,and uses SWOT analysis method to analyze the advantages and disadvantages of innovative credit products.Taking "Jinludai" as an analysis case,this paper expounds the innovation strategy of small and micro enterprises’ credit products of Rzhou Rural Commercial Bank.The main innovation measures that can be taken include: creating a new model of intelligent service and realizing technological innovation;Optimize the customer evaluation system to achieve scene innovation;Reform the customer evaluation system to achieve scene innovation;Optimize the approval mode and realize process innovation;To construct a dynamic management system to realize risk prevention and control innovation and guarantee the smooth implementation of credit product innovation strategy.Through the research of this paper,in order to provide reference for the innovative development of the national rural credit cooperatives credit products.At the same time for the rural finance and common prosperity to contribute their own strength.