Serving Farmers: the Survival Way of Rural Financial Institutions in China

摘要

This paper from the angle of marketing, presents that serving farmers is the survival way of rural financial institutions in China. In China there is a diversified competitive pattern in the rural financial market A variety of domestic and foreign financial institutions develop business in the market.But in this market it is difficult for farmers to obtain loans. The rural financial institution must understand farmers' needs and provide various financial products and services to satisfy farmers. It is the only way for the rural financial institution to survive and make profits in the market.