农商行从最初的农村信用合作社不断演变、发展而来，其金融业务所涉
及的领域较小，产品种类比较单一，科技水平发展落后，主要依靠地方企业
生存的局面正在改变，互联网金融起步比较晚，在资金实力、运营机制和风
险管理能力等诸多领域和大型的国有银行、股份制银行对比存在较大差距，
因此农商行的发展实质上存在诸多困难。在互联网金融大力冲击传统金融行
业的同时，农商行也同样面临一个向个性化、专业化的转型的历史机遇。因
此，研究互联网金融对传统金融行业带来的影响具有重要的意义，在此基础
上对农村商业银行的策略和展业研究，更加能够引发思考，甚至可以扩展到
整个中小银行的范畴
笔者首先整合有关互联网金融的专业理论，研究其运作模式，将无锡农
商行作为研究案例，通过 SWOT 矩阵分析法来深入研究在全新的行业态势
下，无锡农商行对比普通商行在应对互联网金融冲击上的优劣势，进而得出
无锡农商行的正确发展方向。然后对无锡农商行互联网金融战略进行研究，
分别从定位、产品、渠道和服务的战略角度来分析无锡农商行的改革进程，
分享改革后取得的部分成果
全新的金融运作模式对于传统农商行的盈利机制和业务机制造成了巨
大冲击，金融脱媒进程大幅推进的同时，加快了利率市场化，银行利差收入
越来越少，传统的业务和理念已经不再适应这个时代，需要不断升级业务模互联网金融背景下无锡农村商业银行展业策略研究式和服务理念，改进营销机制，拓展营销渠道，如此才能够发展客户资源
笔者最终对全新行业态势下农商行如何应对历史挑战和机遇发表了具
有可行性的方案。目前农商行面临迫切的转型挑战，要转变传统的业务机制，
充分引入信息技术，加强风险管理，侧重中间业务的拓展，大力发展直销银
行，有条件地建立自己的电商平台，对传统网点进行升级改造，多方位的拓
展营销渠道，着重发展电子银行和移动商务，结合和借鉴互联网技术，重视
客户体验，注重人才的培养和业务技术的创新，不断推出新产品。文章认为
互联网给传统农村商业银行带来的冲击并不可怕，农村商业银行应当把握这
样的契机迎难而上，通过优势互补和资源共享来实现新的业绩增长
关键词：互联网金融 农村商业银行 应对策略AbstractAbstract
With the rapid development of science and technology, Internet technology,
typically represented by big data, social networks and e-commerce, has penetrated
into the financial industry in the form of Internet finance, revolutionizing
traditional financial industry. It is hard to underestimate the impact of Internet
financial on the traditional financial model. And it is an effective reorganization of
Internet technology and financial business. Internet finance, playing actively and
promotively, optimizes the channels, trading methods, costs and customer
experience of traditional financial business, and speeds up inclusive finance.
Under the pressure of Internet finance, the traditional banking industry has to
adjust its strategies, improve service efficiency and quality, and put customers in
the first place.
Rural commercial banks are gradually restructured from the earlier rural
credit cooperatives which have continuously developed for decades. They have
relatively narrow business scope, monotonous product mix and substandard
technology, but the situation that these banks mainly survive on local enterprises is
changing. Their Internet financial business started relatively late, and is developing
slowly. Rural commercial banks are facing a more severe situation, because they
are incomparable with the state-owned banks or joint-stock commercial banks in
the aspects of scale, system and risk prevention and control. Rural commercial
banks must take measures at once to meet the challenges and make a difference in
the fierce competition. The process of dealing with the Internet finance is a good
time to transform into characteristic and specialized banks. Therefore, it is
significant to study the impact of Internet finance on the traditional financial
industry. Based on it, the study on market-expanding strategies for rural
commercial banks is even more thought-provoking, and can probably be
generalized to the whole small-medium bank category.
This paper starts from the concept of Internet finance and analyzes its variousThe study on market expanding strategies for Wuxi Rural Commercial bank under the background of Internet financemodels and theoretical basis. Taking Wuxi Rural Commercial Bank as an example,
the SWOT analysis is employed to study its advantages and disadvantages that are
different from those of general commercial banks under the influence of Internet
finance. Wuxi Rural Commercial Bank is facing great opportunities as well as
challenges. Strategic measures taken by Wuxi Rural Commercial Banks are also
studied, from the aspect of market positioning, products, channels and services.
Internet banking has exerted a far-reaching effect on the profit model and
service model of rural commercial banks. While speeding up interest rate
liberalization, it narrows the income of banks from cost of carry. Traditional
business and ideas are out of date. Only when service model and concept are
changed, and marketing model and channel innovated could customer base be
expanded.
Some feasible suggestions on the response and development of rural
commercial banks are made at the end of this paper. Rural commercial banks are in
urgent need of transformation, and measures can be taken as follows: change the
traditional business model, speed up the information construction, strengthen asset
and liability management, focus on the development of intermediary business,
develop direct marketing banks and conditionally establish their own business
platform. Banks should upgrade their traditional network, expand their marketing
channels as they can. Electronic banking and mobile commerce are very important,
and new product combined with Internet technology is the key to the market. The
impact of the Internet on traditional rural commercial banks is not terrifying, and
rural commercial banks should take advantages of this opportunity to achieve new
performance growth through complementary advantages and resource sharing.
Keywords: Internet Finance；Rural Commercial Bank；Countermeasures目录目录
1 绪论.......... 1
1.1 研究背景... 1
1.2 研究意义... 2
1.3 文献综述... 3
1.3.1 国外文献综述 ....... 3
1.3.2 国内文献综述 ....... 4
1.4 研究目的... 5
1.5 研究内容和方法......... 6
1.6 研究思路和框架......... 6
2 互联网金融概述8
2.1 互联网金融的内涵....... 8
2.2 线上金融模式........... 8
2.2.1 第三方支付模式 ..... 8
2.2.2 电商信贷和 P2P 模式. 9
2.2.3 众筹融资模式 ...... 11
2.2.4 互联网理财 ........ 11
2.3 互联网金融的理论基础.. 12
2.3.1 平台经济学理论 .... 12
2.3.2 现代金融中介理论 .. 12
2.3.3 金融深化理论 ...... 13
2.4 我国互联网金融发展对银行业的冲击.. 13
3 互联网金融下无锡农商行 SWOT 分析 ...... 15
3.1 无锡农村商业银行简介.. 15
3.2 优势分析.. 15
3.2.1 区域优势，政府扶持16
3.2.2 信誉好 16
3.2.3 人缘优势 .......... 16
3.2.4 基础设施完善 ...... 17
3.3 劣势分析.........
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