Firmly occupy the commanding heights of rural financial services

In recent years, the status of rural credit cooperatives as the main force of "supporting agriculture" in the rural market has been continuously consolidated. However, in the current period of national economic and industrial transformation and development, with the intensification of competition in the rural financial market and the upgrading of the industrial structure, rural credit cooperatives are also faced with the important tasks of further improving quality and efficiency internally, speeding up the reform of banking, continuing to cultivate the "agriculture, rural areas and farmers" market unswervingly, and strengthening the cultural brand of supporting agriculture. The rural credit cooperatives in Junan County, Shandong Province make full use of the current policy and market environment, combine accelerating the transformation and upgrading of agriculture-related business with expanding and strengthening the cultural brand of supporting agriculture, and strive to firmly occupy the commanding heights of rural financial services. its reform and development practice has positive reference significance in rural financial services.

First, combine accelerating the transformation of agriculture-related service mode with strengthening the cultural brand function of supporting agriculture. By the end of August 2014, the Junan County Rural Credit Cooperative had a deposit balance of 13.57 billion yuan and a loan balance of 7.52 billion yuan, of which agriculture-related loans accounted for more than 70 percent, which had achieved steady growth for three consecutive years. And completed the banking supervision department on agriculture-related loans "not less than two" requirements. In the specific work, first, we should solidly promote the construction of the marketing network for supporting agriculture, improve the coverage of credit evaluation loan certificate loans and credit union loans, do a good job in the project of "expanding areas and increasing households", and consolidate the position of the traditional rural financial market. Over the past three years, Junan County Rural Credit Cooperation Association has evaluated a total of 107000 credit users, issued 27000 loan certificates, and invested a total of 15.7 billion yuan in agriculture-related loans. Second, we should focus on strengthening support for leading enterprises in industrialization, family farms, large farmers, and other modern agricultural main bodies, call the leading products of the brand of supporting agriculture, and launch new credit businesses such as the core enterprise guarantee of the industrial chain and the 1N guarantee package, enhance the service capacity of emerging markets, and explore a new model of rural financial services. Over the past three years, there have been 6 categories of innovative R & D and new rural credit service models with new characteristics, including 18 varieties, with a total loan of 1.78 billion yuan, realizing the "double harvest" of business transformation and development and the renewal and growth of the brand function of supporting agriculture.

Second, accelerate the structural transformation of agricultural products and enrich the connotation of the cultural brand of supporting agriculture. First, speed up the establishment of farmers' credit alliance, with the help of agricultural industry chain loans, agreement mortgages and other products and methods to increase farmers' loan marketing services. At present, the rural credit cooperative has taken the lead in setting up 134 peasant household credit unions, supporting more than 720 peasant households and providing loans of 156 million yuan. The second is to accelerate the pilot pace of rural "three rights" mortgage business innovation, follow up the reform of the rural land system, and actively meet the effective and reasonable credit needs of agriculture-related and small and micro enterprises. Since the beginning of the year, the rural credit cooperative has accepted 34 rural "three rights" mortgage business, with a total amount of 52.26 million yuan. The third is to speed up the innovation of product guarantee, and adopt mortgage, core enterprise guarantee of industrial chain and professional guarantee agency according to local conditions to broaden the risk release measures and reduce the financing cost of customers.

Third, combine accelerating the transformation of agriculture-related service channels with expanding the cultural brand extension of supporting agriculture. First, speed up the transformation and upgrading of outlets, refine the classification on the basis of the original outlets, optimize the layout, and improve the standardized and specialized service level of the outlets. In recent years, Junan County Rural Credit Cooperation Association has successively renovated or relocated 23 of the 46 business outlets within its jurisdiction, and the newly built or renovated business outlets are divided into more reasonable zones according to customer service demands. facilities are more humanized. The second is to speed up the construction of rural community financial service demonstration sites, in the planning of markets and new communities with great potential for development, build community financial service points based on financial service information staff, and consolidate the market position of community retail banks. With the promotion of new urbanization, the trend of rural community and urbanization is obvious. since last year, Junan County Rural Credit Cooperative has persisted in steadily promoting the construction of community financial service points on the basis of full market research. At present, three community financial service points have been built, with the implementation of the three-combination and operation mode of "agricultural financial staff + farmers' self-service terminal + automatic deposit and withdrawal machine". The operation situation is good. The third is to speed up the construction of a mobile financial service platform and provide on-site and immediate services in the market market and centralized acquisition market through mobile banking vehicles, so as to further increase the convenience and benefit of the service. The increase of agriculture-related service channels unconsciously increases the extension of the service brand of rural credit cooperatives supporting agriculture, and constantly absorbs the new objects of rural financial services into the scope of rural credit cooperatives financial services.

Fourth, combine the publicity activities of agriculture-related services with the cultural brand of supporting agriculture in rural credit cooperatives. One is to persist in carrying out activities to send financial knowledge to the countryside every year, on the one hand, actively promote the financial service products of rural credit cooperatives, so that more people can understand the market positioning, product advantages and service characteristics of rural credit cooperatives, on the other hand, vigorously promote universal financial knowledge such as anti-counterfeiting, anti-money laundering, and stay away from illegal fund-raising, so as to enhance the understanding of financial knowledge among rural customers. According to statistics, in recent years, Junan County Rural Credit Cooperative has carried out a total of 113 financial services to the countryside, handing out 110000 leaflets and 2255 sets of books. While carrying out publicity on agriculture-related services, it has further called the cultural brand of supporting agriculture in rural credit cooperatives. The second is to persist in carrying out bank-enterprise docking and customer meetings, and speed up the growth of excellent agriculture-related service brands of credit cooperatives by holding symposiums and issuing questionnaires for soliciting opinions.

In short, in recent years, around how to combine the characteristics and advantages of rural credit cooperatives and how to accelerate the transformation and upgrading of agriculture-related business with expanding and strengthening the cultural brand of supporting agriculture, rural credit cooperatives in Junan County adhere to business development to promote brand growth, pry business development with brand growth, support farmers and rich farmers as an important part of corporate culture construction, and successfully shape the road of growth and development with their own characteristics. It has carried on the beneficial exploration and attempt for the reform of rural credit cooperatives in the future.