新型农村金融机构的出现，为农村金融市场注入了新的活力，进一步填补了农村金融市场的空白。在国家乡村振兴战略的大背景下，农村金融服务要以乡村振兴战略为根本遵循，在农村薄弱地带配置更多的金融资源，满足多层次、多样化的金融需求。因此，新型农村金融机构要抓住机遇，坚定市场定位，增强金融服务“三农”的能力，促使社会使命的达成。近年来，部分村镇银行在经营中偏离了支农支小的市场定位，冒着巨大经营风险违规操作，严重影响了村镇银行的整体经营。为了新型农村金融机构更好地服务乡村振兴，真正地打通农村地区金融服务的“最后一公里”，有必要对新型农村金融机构的社会使命进行研究。 以新型农村金融机构的社会使命为研究对象，收集有关新型农村金融机构的政策文件和企业官网的运营宗旨文本，采用语义网络分析和扎根理论研究方法对材料做词频共现和编码分析，建构了新型农村金融机构社会使命理论框架，表明新型农村金融机构社会使命的政策设想是牢牢扎根基层，应用金融科技等手段服务“三农”和小微企业等弱势群体，提供小额化、特色化、差异化、可获取的金融服务，满足目标群体的金融需求，金融机构也对此表达了认同。然而，通过现实发展数据检验，现实结果与政策设想并非一致。进一步分析表明政策设想在达成过程中存在诸如财税政策激励效应不足、承受的监管成本过高、利益相关者定位不同、可贷资金渠道单一和尚未完全被金融基础设施覆盖等阻碍。为了推动新型农村金融机构社会使命的政策设想与实际结果达成一致性，通过借鉴国外微型金融机构成功的经验，提出了包含财税、监管、金融基础设施等方面的政策建议。此外，还要塑造为“三农”服务的公共服务动机，加快金融科技的应用，延展在农村地区的金融服务覆盖率，提升服务能力。

The emergence of new rural financial institutions has injected new vitality into rural financial markets, further filling the gap in rural financial markets. Under the background of the national rural vitalization strategy, rural financial services should be based on it and put more financial resources into rural weak areas to meet multi-level and diversified financial needs. Therefore, the new rural financial institutions must seize the opportunity, maintain the market positioning, enhance the ability of financial services to “agriculture, rural areas and farmers”, and promote the realization of social mission. In recent years, some village banks have deviated from the market positioning of supporting agriculture and small businesses, and they have run into huge operational risks, which has seriously affected the overall operation of village banks. In order to serve the rural vitalization better, open up the last mile of financial services in rural areas, it is necessary to study the social mission of new rural financial institutions. Taking the social mission of the new rural financial institutions as the research object, collecting the policy documents of the new rural financial institutions and the operational purpose texts of the enterprise official website, using semantic network analysis and grounded theory research methods to do word frequency co-occurrence and coding analysis of materials, constructing the theoretical framework of the social mission of the new rural financial institutions. And the social mission’s policy assumption of new rural financial institutions is firmly rooted at the grassroots level, using financial technology and other means to serve the vulnerable groups such as “agriculture, rural areas and farmers” and micro enterprises, providing small, distinctive, differentiated and available financial services to meet the financial needs. Financial institutions also recognize. However, through realistic development data testing, actual results are not consistent with policy assumptions. Further analysis shows that in the process of achieving the mission, there are many obstacles such as insufficient incentive effect of fiscal and taxation policies, excessive supervision costs, different stakeholder positioning, single loanable funds channels, and not yet fully covered by financial infrastructure. In order to promote the consistency of the policy ideas and actual results of the new rural financial institutions’ social mission, by learning from successful experience of foreign microfinance institutions, proposing policy recommendations including fiscal, taxation, regulatory, and financial infrastructure. In addition, shaping the public service motives for “agriculture, rural areas and farmers” and accelerating the application of financial technology to extend the coverage of financial services in rural areas.