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sive results of previous studies, this article from the financial functions of rural financial services concept to define the effectiveness of Effectiveness of rural financial means: rural financial institutions to provide financial products and services through the financial system play function, thereby improving the efficiency of financial markets. Including both macro and micro levels of meaning, from a macro perspective, the promotion of financial market funds mobilization, capital allocation and risk diversification, and promoting rural economic growth and rural incomes, and promote development of agricultural industrialization; microscopic point of view, financial institutions, profitability, sustainability, staff development, risk control and other aspects. Meanwhile, the specificity and limitations of rural finance, rural financial institutions also bear the promotion of rural-urban migration of capital functions.

The second is the "three rural" financial services effectiveness evaluation criteria. Throughout our country's existing rural financial research, which focused on certain aspects of the rural financial system, part of the research, which, in the rural financial quantitative and empirical analysis, a lot of research focused on the development of China's rural financial system extent. For rural financial services evaluation and analysis of the overall effectiveness of the literature is still rare, the establishment of relevant indicators to evaluate literature less, but from the "three rural" defined in terms of rural financial services will become the next focus of the study.
The author believes that the effectiveness of financial services should be based on whether the function of financial institutions effectively as an evaluation criterion.
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