Abstract: Based on the data of questionnaires on 299 farmers in Shanghai and Zhejiang, this paper builded a Binary Logistic Model to analyze the willingness of farmers' credit demand in developed areas. The results showed that the age of householders and education level, the family-run land sizes, household labor burdens, household debts, agriculture accounted for revenue percentage, whether to join the cooperative, the impact of land transfer on the credit willingness of farmers, these factors have outstanding influence. Since at the present stage, the government is promoting land circulation actively and the rapid development of rural cooperatives, which leads to corresponding changes of householder borrowing requirements, these aspects are more significant in economic developed areas. Improving the rural financial service should base on the requirement of the farmers, directs funds to improve the living standard of rural households and promote rural economic development.