The Stratified Advancement of the Credit System in Rural Area from the Perspective of Hierarchy of Needs——A Case Study of Village D in County L

For the purpose of mobilizing farmers to participate into and enhance the efficiency of the governance, a credit system has been implemented in rural governance. Thus, a new social governance pattern can be created. The new social governance is, by and for farmers through the credit-reward form. The key to mobilizing farmers to participate in the credit system lies in fulfilling their multi-level needs and creating effective incentives. As for physiological needs, emphasis is placed on material incentives and institutional guarantees. In terms of love and belongingness needs, the priority is put on providing psychological motivation which focuses on creating public spaces and constraints of public opinion. Regarding self-actualization needs, the attachment is laid upon development incentives which highlight the cultivation of subjects’ competencies and the platform construction. To enhance the applicability and effectiveness of the credit system, it is necessary to identify the multi-level needs of villagers at first. The system design should respond to the multi-level needs of the villagers and satisfy the needs during the promotion of the system.