As the traditional and main profitable project of rural credit cooperatives, the development of credit business directly affects the operating performance and development speed of rural credit cooperatives. How to continue to give full play to the traditional advantages of credit business under the new situation, and combine with the actual development and innovation to give full play to its potential advantages is very important for the self-development of rural credit cooperatives and the sustained growth of county economy. I. Analysis of the Development Environment of the Credit Market of Rural Credit Cooperatives The development environment of the credit market of rural credit cooperatives mainly includes three aspects: the development environment of peers, the development environment of itself and the demand environment of customers. First of all, the diversified and complicated development environment of the same industry makes rural credit cooperatives face more challenges in the credit market. Second, its own development environment. At present, rural credit cooperatives are in a critical period of reform and development. How to standardize and integrate the traditional credit business, continuously develop new credit products, and further expand the strength of loan funds to support the economy, so as to reduce the operating risk of loan business and improve the operating efficiency of loan business is very important for rural credit cooperatives to achieve leap-forward development. Thirdly, the customer demand environment has changed, and rural credit cooperatives should develop and cultivate a large number of new customer groups, which is also the need of decentralized operation and reducing operational risks. Second, the measures that rural credit cooperatives should take to further enlarge and strengthen the credit market (1) Change their thinking and correctly understand the relationship between rural credit cooperatives and customers. The relationship between rural credit cooperatives and customers is mutual influence and interdependence, and the positive interaction between rural credit cooperatives and farmers should be realized. In this benign interaction, rural credit cooperatives provide customers with various financial services and credit support, customers realize their own development, and the overall county economic level is improved; Customers have become the carrier of the development of various businesses of rural credit cooperatives and created considerable interest income for rural credit cooperatives. At the same time, in this benign interaction, make full use of all kinds of funds to boost the development of county economy and realize the balance between supply and demand of all kinds of funds. (B) Promote the retail mode of credit products. The credit business of rural credit cooperatives has changed from extensive management mode to refined management mode. The previous lending mode has not adapted to the current competitive financial market and the current economic development situation. It is inevitable to launch and promote the retail model of credit products at the right time and place. The retail model of credit products refers to the routine and daily use of credit products, which often has the characteristics of small amount, low risk, simple operation, wide distribution and low system risk. To promote the retail model of credit products, we should do the following. First, fully tap the "potential stocks" in credit retail products. Rural credit cooperatives combine local conditions, conduct in-depth investigations, explore and actively expand retail credit products with great development potential. The second is to provide customers with all-round and high-quality credit services. Rural credit cooperatives should form the concept of active marketing and take active and effective measures to open up the market. In loan marketing, credit personnel should consider comprehensively, provide all-round credit services for potential customers and strive for more customer resources under the condition of in-depth understanding of the basic situation of merchants and loan demand. The third is to develop diversified credit products. Rural credit cooperatives should grasp two points in the innovation of retail credit products: first, the characteristics of rural credit products should be marked with the word "agriculture" and establish their own brand advantages. In the urban market, it is necessary to combine the actual development of rural credit cooperatives and launch best-selling products with rural credit characteristics for urban customers. The second is practicality. There should be only nominal differences and qualitative differences between different retail credit products. Rural credit cooperatives should deeply analyze the similarities and differences between rural market and urban market, refine customer groups, develop targeted retail credit products, and enhance their attractiveness to customers. The fourth is to improve the overall quality of credit personnel and improve the assessment mechanism. Take improving the overall quality of the credit team as an important task and do a good job. In addition to strengthening training, we should also build a professional credit team according to the different characteristics of credit personnel, so that credit personnel can specialize in their skills. Establish and improve the marketing assessment mechanism corresponding to power, responsibility and benefit, and find a balance between marketing "sweetness" and responsibility "bitterness". At the same time, improve the compensation coefficient of loans with low risk coefficient, and guide credit personnel to tilt towards marketing retail credit products.