Internet Plus Industry Chain: Endogenous Approaches to Rural Finance in China

Rural financial reform in China has been carried out for many years, including the reform of rural financial institutions, functions, systems, operations, etc., but the effect of the reform is still far from its strategic goal. Financing is still difficult and expensive in rural areas. In the process of rural economic construction, improving rural financial services is the key to improving the level of the rural economic development in China. At present, the emerging rural "Internet plus industry chain" financial model is an "endogenous" rural financial model with weak government intervention, high financial efficiency and sufficient market competition, which is formed from bottom to top by various market participants. This paper analyzes the connotation and characteristics of the "Internet plus industry chain" mode, then finds out the factors affecting endogenous finance in rural China, and puts forward some countermeasures and suggestions on how to strengthen the implementation of the "Internet plus industry chain" mode to promote the endogenous finance in China. Keywords—Internet plus industry chain; internet finance; endogenous finance; rural finance