Abstract
In the era of digitalization and networking, innovation in financial products is crucial for deepening rural financial reform and establishing a financial support system for rural revitalization. However, a comprehensive and user-friendly financial product system based on big data technology has yet to be established. As a result, the needs of farmers are unmet, and small and micro enterprises still face issues of expensive and difficult financing. This study, based on the context of digital transformation and the characteristics of rural commercial banks, analyzes the problems encountered in the innovation and development of financial products from both supply and demand sides, and proposes reasonable solutions.
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