Abstract: The personal financial services of rural credit cooperatives in Fujian Province are in its starting stage. In spite of the weakness in product service, personnel capability, marketing and construction of information system, the Fujian personal financial services of rural credit cooperatives will take advantage of outlets and brand culture. This study proposed that the service performance of Fujian personal financial services of rural credit cooperatives can be raised gradually through utilizing policy support, innovating product, improving service management, enhancing risk control and other strategies. The paper also aims to help design the personal financial services suitable for Fujian rural people and promote the rapid, healthy and stable development for the personal financial services of rural credit cooperatives in Fujian Province.