SWOT Analysis and Countermeasures for Personal Finance Services in Rural Areas of Fujian's Rural Credit Cooperatives

As accelerating urbanization promotes China's rural economy,farmers find more disposable income in their pocket,which is increasing their demand for financial services.Due to the current internal and external factors,personal financial services of rural credit cooperatives is confronted with many issues,resulting in the fast loss of personal quality customers.As personal financial services of rural credit cooperatives and comprehensive competitiveness weakens,it is urgent that rural credit cooperatives develop personal financial market.This case study of Fujian rural credit cooperatives analyzed the development of personal financing business of Fujian's rural credit cooperatives with SWOT analysis method,identified existing problems and proposed some countermeasures.