新型农村金融机构的市场定位研究——以福建省为例

设立新型农村金融机构的初衷是为了更好地服务"三农",但在实际设立的过程中,由于社会目标和商业目标二者的冲突,加上政策扶持力度不够,政策不配套,使得新型农村金融机构渐渐偏离了其初始定位。该文在研究新型农村金融机构发展历程和市场定位现状的基础上,以福建省为例,从客户主体、地区分布、经营规模、金融产品与业务主体四个方面进行分析,结果认为:只有找准新型农村金融机构自己的市场定位,植根于农村,心系农户,才能打破我国农村市场金融资金供不应求的困境,从而找到新型农村金融机构可持续发展的立足点。

Research on the Market Orientation of New Rural Financial Institutions --Taking Fujian as an example

The establishment of new rural financial institutions is to better serve for Agriculture, Rural Area and Farmers. But in fact, because of the conflict between social goals and business goals, with insufficient policy sup- port and lack of matching policy, the new rural financial institution gradually deviated from its initial location. Based on the studies of the development process and market orientation of the new rural financial institution, this paper took Fujian as an example, analyzed the new rural financial institution from the four aspects such as main custom- ers, regional distribution, operation scale, financial products and the business. The results showed that the new ru- ral financial institutions should identify the market position and root in the countryside, then solved the problem capital demand exceeds supply faced by rural financial market in China, and seek out the sustainable development foothold of the new rural financial institution.