党的十八大明确将解决好“三农”问题作为全党工作的重中之重，并指出城乡发展一体化是解决“三农”问题的根本途径。

The party's eighteen big clear will solve"Agriculture, countryside and farmers"Problem as the top priority of our work,And points out that the integration of urban and rural development is to solve"Agriculture, countryside and farmers"The root of the problem way.

　　农村个人金融服务的新机遇 Rural personal financial services of new opportunities

　　十八大要求依法维护农民土地承包经营权、宅基地使用权、集体收益分配权，提高农民在土地增值收益中的分配比例，发展农民专业合作和股份合作，培育新型经营主体，这为农村个人金融业务发展带来新的机遇。

The eighteenth big requirements to protect farmers contracted management of land/Homestead right of use/Collective income distribution,To improve farmers' income in land value increment the allocation proportion,The development of farmers' professional cooperative and joint stock cooperation,To cultivate the new operators,This for the rural personal financial business development to bring the new opportunity.

　　首先，工业化是农村个人金融业务发展新机遇的切入点。农业工业化的进一步推进将有力地促进和延长农业产业服务链的发展，商业银行可以通过产品、服务创新，满足产业链上下游农户、订单农户、合作社社员、农村个人生产经营大户等新型农业经营主体的金融需求。

First of all,Industrialization is the personal financial business development new opportunities that the breakthrough point.The further promotion of the agriculture industrialization will effectively promote and prolong the development of agricultural industry chain,Commercial Banks can through the product/Service innovation,Meet the downstream industry chain farmers/Order farmers/cooperative/The individual production and operation, such as large new agricultural management main body of financial needs.

　　其次，农业现代化是农村个人金融业务发展新机遇的基本点。农业现代化使土地比较收益增加，越来越多的农民从传统的种养殖业者转变为种养大户、农机大户、农产品流通市场经营户、农产品经纪人和农家乐经营者等，解决好第一产业升级带来的基础性金融需求，有利于巩固农村市场客户基础。

secondly,Agricultural modernization is the personal financial business development new opportunities of basic points.Agricultural modernization is land income increase,More and more farmers from the traditional ZhongYangShi industry into raising leader/Large agricultural machinery/Circulation of agricultural products market manage door/Agricultural products agent and organic operators, etc,Solve the first industrial upgrading to bring the basic financial needs,To consolidate the rural market customer base.

　　最后，城镇化是农村个人金融业务发展新机遇的着力点。城镇化不是简单的人口比例增加和城市面积扩张，更重要的是实现产业结构、就业方式、人居环境、社会保障等一系列由“乡”到“城”的转变，衍生出旺盛的金融需求，除常规的存贷款、支付结算等基础服务需求外，农民在城镇置业、专业市场经营户的展业、务工返乡人员创业、土地流转后种植大户的规模化经营所衍生的金融需求，特别是城乡一体化推进中，针对社保、医保、农业补贴等公用事业项目代理金融需求。

finally,Urbanization is the personal financial business development of new opportunities.Urbanization is not a simple population increase and urban area expansion,More important is to realize the industrial structure/Employment way/Living environment/A series of social security by"township"to"city"change,Derived strong financial needs,In addition to the conventional loan/Payments and settlement and other basic services outside the demand,Farmers in home town/Professional market of presenting the door/The rural business personnel/Land circulation after large scale planting the basis of derivative financial needs,Especially the integration of urban and rural areas in advance,According to the social security/Medical insurance/Agricultural subsidies, and other public projects agency financial needs.

　　现状和问题 Status and problems

　　首先，解决农村基础金融服务能力不足的问题。我国部分县域地区网点覆盖率偏低，甚至有的地区有的县无一家乡镇网点。“无金融服务机构、人员、网络”的“三无”现象在农村地区非常普遍。

First of all,Solve the rural basic financial services to the problem of shortage of ability.In some county area network coverage rate is low,Even some area some county town without a network."No financial services/personnel/network"of"neutral"Phenomenon is very common in rural areas.

　　其次，农村个人客户资产大多规模小、抵抗自然灾害风险和市场风险能力弱，信用基础设施发展相对滞后。农村金融风险高、隐患多、防控难度大的局面没有根本改观。又由于农村个人客户存在居住分散、信息不对称、管理半径大等不足，农村个人金融服务成本高、风险大等问题还未能从根本上得到解决。

secondly,The individual client's assets are small/To resist natural disasters risk and market risk ability weak,Credit infrastructure development is relatively slow.The rural financial risk high/More hidden trouble/Prevention and control of the difficult situation there is no fundamental change.And because the individual existing customers living dispersion/Information asymmetry/Management of the defects of large radius,The individual financial service costs high/The problems of risk is not fundamentally solved.

　　最后，解决与农村个人客户金融需求相契合的产品体系与服务流程的问题。目前，专门针对农村地区个人中高端客户带来的消费、投资、保险、税务等新兴需求设计的产品偏少，特别是业务准入和流程设计与农村个人客户需求不相适应。

finally,To solve the rural financial demand and individual customer fits products system and service process problems.At present,Specialized in rural areas in the individual high-end customers bring consumption/investment/insurance/Tax and other emerging demand design products partial less,Especially business access and process design and the individual customer demand does not adapt.

建立农村个人金融服务新模式 To establish the personal financial services of the new model

　　建立农村个人金融服务新模式需从以下方面着手：确立发展农村个人金融业务的战略地位。围绕农业产业链、资金链、物流链和农村政策流、资金流、物资流、信息流等各环节，筛选种养大户、订单农户、各类种植基地的承包户、“五好”农民专业合作社的核心成员、信用村内的经营大户、交易活跃的农民经纪人、中小企业主、本部在县域的大型公司高管、建筑承包商、大型优质批发市场、商贸企业的经营户等，作为农村目标个人客户和主要营销对象。

To establish the personal financial services to the new mode from the following aspects:Establish the development of rural personal financial business strategic position.Around the agricultural industrial chain/Capital chain/Logistics chain and rural policy flow/Cash flow/cash-flow/Information flow and so on various links,Screening and raising a large/Order farmers/All kinds of planting base ChengBaoHu/"achieved"Farmers' professional co-operatives core members/Credit the village business leader/Transactions active farmers agent/Medium and small business owners/The headquarters is in large county executives/Building contractor/Large quality wholesale market/Business enterprise manage door, etc,As a rural target individual customers and main target marketing.

　　建立适合农村个人金融服务的有效模式。优化网点布局，增强农村地区物理网点辐射能力。确保中心大集镇的网点覆盖；在撤并后的乡镇或资源和人口集聚的地方，可以布放自助终端或设立自助银行，提高网点覆盖率。组建专业服务团队为客户上门提供金融服务，在节省固定成本的同时解决农村地区服务半径的问题。

Establish suitable for rural personal financial services of the effective mode.Optimization network layout,Enhance rural area physical network radiation ability.Ensure that the town center network coverage;After the merger of the villages and towns or resources and population gathering place,Can cloth self-service terminal or set up self-service bank,Improve the network coverage.A professional service team for the customer to provide financial services,In the save fixed costs at the same time to solve the problem of service radius in the rural areas.

　　提升农村地区金融服务的综合能力。为农村个人客户提供丰富的个人金融产品、便捷的结算渠道和良好的用卡环境；让农村地区个人客户金融服务的受众面大幅扩大，将其作为与物理网点、客户经理并列的业务经营和市场拓展的重要渠道。从理论上讲，城区个人客户的产品、营销手段和服务方式等可以完全复制到农村，但应根据实际情况变通。

Improve rural financial services comprehensive ability.For the rural individual customers with rich personal financial products/Convenient settlement channels and good environment with card;Let the rural areas individual client financial services at a dramatically widen,As a and physical network/Customer manager coordinate business and market development important channel.theoretically,Urban individual customer's products/Marketing means and service mode can be completely copy to rural,But should be based on actual situation adaptations.

　　充分发挥财政、税收、保险对风险的政策平衡作用。主动加强与政府职能部门的沟通，充分利用出台的各项财政贴息、奖补资金、保费补贴等政策，对发放农户贷款的金融机构、农村保险机构或贷款（投保）对象，提供财政贴息、保费补贴等方式合理补偿；或共同成立风险补偿基金，不断提高农户抗风险能力和银行经营风险覆盖能力。同时，对广大农村个人客户应加强宣传教育，提高他们的信用意识水平，改善和优化农村地区的金融生态环境。

Give full play to the financial/tax/Insurance risk policy balance effect.The initiative to strengthen the communication with the functions of the government sector,Make full use of the fiscal interest discounts on/Prize money for/Premium subsidies policy,To issue farmers loans of financial institutions/Rural insurance institution or loan(insurance)object,Offers financial interest/Premium subsidies means such as reasonable compensation;Or jointly set up risk compensation fund,Continuously improve farmers risk resistance capacity and bank business risk covering power.At the same time,In the vast rural individual client should strengthen the propaganda education,Improve their credit level of consciousness,To improve and optimize the financial ecological environment in rural areas.

　　（作者系上海新金融研究院特邀研究员，供职于中国农业银行(601288,股吧)江苏省分行农户金融部）

(The author is Shanghai new financial institute guest researchers,Agricultural bank of China for(601288,guba)Jiangsu branch banking farmers)