Abstract: Rural finance refers to all monetary circulation and financial activities related to agriculture,rural areas and farmers. Rural financial institutions have special characteristics in the financial system,making important contributions and playing a crucial role in China's economic construction and development. This paper focuses on the problems in the innovative service system of the rural financial institutions in China,and proposes optimization strategies for the innovative service system of rural financial institutions. The main problems in the innovative service system of rural financial institutions in China include：low asset scale,high operating costs,and low profitability of rural financial institutions;The types of rural financial products are single and lack innovation;The environment for the development of rural financial system is poor and services are not in place;The rural financial risk protection system is not perfect. The optimization strategies for the innovative service system of rural financial institutions in China include：implement inclusive finance,strengthen self construction,highlight innovative advantages and improve supporting services.

Key words: rural finance, innovative services, agriculture, rural areas and farmers