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Based on the survey of 105 new agricultural business entities in Santai County of Sichuan Province, we found that the demands of financial services for new agricultural business entities in Santai County mainly include credit services, settlement services, agricultural insurance services and mortgage and guarantee services. And different types of new agricultural operators have different demand for financial services. Finally, this paper puts forward some suggestions to further promote rural financial services by exploring the reasons for insufficient supply of rural financial services in Santai County. Introduction General Office of the CPC Central Committee and Office of the State Council issued a document of 《Opinions on Accelerating the Construction of a Policy System and Cultivating New Agricultural Business Entities》 in June 2017[1]. This document integrates financial and taxation, infrastructure, financial and credit services, insurance support, marketing development, personnel training and other aspects. The Opinion stresses the comprehensive use of tax, reward and subsidy policies, encourages financial institutions to innovate products and services, and increases credit support for the integration and development of new agricultural business entities and rural industries in terms of financial and credit services among them. Therefore, China pays more and more attention to the rural financial services of the new agricultural business entities and attaches great importance to the credit support for the new agricultural operators. Development Status of New Agricultural Business Entities in Santai County As a large agricultural county with a population of more than one million in Sichuan Province, Santai has gradually formed a "3+2" modern agricultural industry system with three characteristic industries of Ophiopogon japonicus, rattan pepper and pig, and two basic industries of vegetables and grain and oil. The new agricultural business entities of Santai have grown rapidly with the attention of government. By the end of December 2017, there were 160 family farms, 460 farmer cooperatives, 519 professional households and 46 agricultural enterprises, which greatly promoted the development of agricultural modernization in Santai. To further promote the transformation and development of agricultural economy and improve the supply of rural finance in Santai, it’s necessary to understand the financial service demand and availability of the new agricultural business entities which represent the future direction of agricultural development in China. The Financial Service Demand of the New Agricultural Business Entities in Santai In order to truly grasp the financial service demand status of the new agricultural operators in Santai County, we sampled 105 new agricultural operators, including 21 farmer cooperatives, 16 family farms, 60 professional large households and 8 agricultural enterprises. Credit Demand As the most important financial demand faced by the new agricultural operators, credit demand has penetrated the whole process of the production of new agricultural business entities[2, 3]. From the results of our survey, credit demand presents the following characteristics: Table 1. Credit Use, Demand and Acquisition of New Agricultural Operators.

A Study on Rural Financial Services Demand of New Agricultural Business Entities in Santai County