随着我国经济由高速增长阶段向高质量发展阶段的转变，农村信用合作机构 作为振兴战略和发展普惠金融的主力军，伴随着改制工作的实施，多数的农村信 用合作社都改制成了农村商业银行，这些农村商业银行一样也继承了新时代做好 “三农”工作的重要组成部分。近年来随着实施更大范围、更宽领域、更深层次 的全面开放，稳步推进人民币的国际化进程，实施乡村的振兴计划，完善“三农” 优先发展和保障国家粮食食品安全的策略，健全城乡融合发展体制机制等制度要 求，农合机构经过多年的改革发展，其资产规模、资产质量和盈利能力都得到了 显著提升。但银行业同业的其他中小型金融机构从各种业务领域，都先后进入了 原本农村商业银行的传统优势领域，随着这些新机构带来的相对新颖的金融产品， 利用提供个性化服务等策略进一步抢占市场，他们都逐步削弱农商银行的核心竞 争力。同时随着 5G 时代的来临，互联网金融快速发展的同时对传统金融机构造 成了巨大的冲击，低成本、便捷的服务、多元化盈利模式的互联网金融给传统的 金融机构形成了重大挑战。因此以长春农商银行为例，为了能够健康且可持续的 发展，研究其在互联网金融背景下的竞争战略是非常必要的。通过研究分析，帮 助长春农商银行在制定竞争战略时提供相应参考。 首先，本文讲述了在互联网金融背景下长春农商银行竞争战略的研究意义与 研究背景，列明了研究内容和研究方法，归纳叙述了文章中主要借鉴和参考的国 内国外相关的参考文献与理论依据。其次，通过介绍长春农商银行的今年以来的 发展概况，从互联网金融背景下的竞争情况，分析了该银行所面临的现状，并指 出了其中存在的问题，包括持续盈利能力降低、存款和贷款规模增长缓慢、科技 支撑相对落后的问题，并分析阐明出这些问题的原因，即互联网金融的思维和观 念的不足、人员素质和科技水平没能符合时代要求、组织框架设置不合理等。 然后，运用 PEST 分析方法，从政治、经济、社会及技术四个方面的因素， 对长春农商银行所处的环境进行研究分析。目前，既有吉林省创新转型核心区域 和加快建设东北亚区域中心城市等有利政策，也有互联网金融抢占市场、客户对 业务的需求变得更加多元化等不利因素。运用波特五力分析模型，通过潜在竞争 者威胁、替代品威胁、同行业竞争、理财、存款客户的议价能力及贷款客户的议II 价能力这五方面来研究分析长春农商银行所处的行业环境现状。从该银行的财 务数据、风险管理、现有金融产品及人员素质分析四方面，阐述了长春农商银 行的内部环境。通过上述对该银行内部及外部环境的研究分析，以及通过 SWOT 模型的优势与劣势、机会与威胁四方面分析，研究了长春农商银行的四种竞争 战略。 最后，以上述研究分析为基础，建议长春农商银行在互联网金融背景下的竞 争战略是差异化竞争战略。在选择竞争战略的同时，确定了具体的实施方法，还 有从组织架构、财务、人力资源及风险管控四个方面为该银行确保差异化竞争战 略顺利实施提供所需的战略保障措施。 关键词： 互联网金融、新技术、风险管理、组织架构、竞争战略III Abstract With the transformation of China's economy from a high-speed growth stage to a high-quality development stage, as the main force for revitalizing strategies and developing inclusive finance, most rural credit cooperatives, with the implementation of the restructuring, have been transformed into rural commercial banks. These rural commercialbanks have also inheritedanimportant partofdoinga goodjob of"agriculture, rural areas and farmers" in the new days. In recent years, with the implementation of a larger, wider and deeper comprehensive opening-up, the internationalization of the RMB has been steadily promoted. Implement the rural revitalization plan, improve the "three rural" priority development strategy and guarantee the security of domestic food strategy, and improve the institutional requirements for the integration of urban and rural development systems and mechanisms both have been significantly improved. However, other small and medium-sized financial institutions in the banking industry have entered the traditional advantage areas in rural commercial banks from various business areas. With the relatively new financial products brought by these new institutions, they can provide personalized services and other strategies to further seize the market. They graduallyweakenedthecorecompetitivenessofruralcommercialbanks.Atthesametime, with the advent of the 5G era, the rapid development of Internet finance has caused a huge impact on traditional financial institutions. Internet finance with low cost, more convenient services, and diversified profit models has created major challenges for traditional financial institutions. Therefore, take Changchun Rural Commercial Bank for example,in order to develop healthily and sustainably, it is necessary to study and formulate the competition strategy of Changchun Rural Commercial Bank in the background of Internet finance. Through research and analysis, it is to help Changchun Rural Commercial Bank to provide corresponding reference when formulating the competition strategy. First, this article describes the research significance and background of theIV competition strategyof Changchun Rural Commercial Bank in the background of Internet finance. Secondly, through introducing the development of Changchun Rural Commercial Bank in these years, from the competition situation in the context of Internet finance, the current situation facing the bank is analyzed, and the problems existing in it are pointed out, including the lower sustainable profitability, the lower growth of deposit and loan scale, and technological support is relatively backward. It also analyzes and clarifies the reasons for these problems, that is, the lack of thinking and concepts of Internet finance, the failure of personnel quality and scientific and technological level to meet the requirements of the times, and the unreasonable organization framework. Then, using the PEST analysis method, from the four aspects of politics, economy, society and technology, the environment of Changchun Rural Commercial Bank is analyzed. At present, there are not only favorable policies such as the core area of innovation and transformation in Jilin Province and the acceleration of the construction of Northeast Asia's regional central cities, but also unfavorable factors such as Internet finance seizing the market and customers' more diversified business needs. Using Porter's Five Forces Model, research and analyze the industry environment of Changchun Rural Commercial Bank through five aspects: potential competitor threats, substitute threats, competitionwiththeindustry,wealthmanagement,bargainingpowerofdepositcustomers and bargaining power of loan customers status quo. From the bank's financial data, risk management, analysis of existing financial products and personnel quality, the internal environment of Changchun Rural Commercial Bank was described. Based on the above research and analysis of the bank's internal and external environment, and the analysis of the advantages and disadvantages, opportunities, and threats of the SWOT Analysis, the four competitive strategies of Changchun Rural Commercial Bank were studied. Finally, based on the above research analysis, it is suggested that the goal of Changchun Rural Commercial Bank's competitive strategy in the background of Internet finance is a differentiated competitive strategy. While selecting a competitive strategy, the specific implementation method was determined, as well as four aspects: organizationalV structure, finance, human resources, and risk management and control are the strategic guarantee measures required by the bank to ensure the successful implementation of the differentiated competitive strategy.。。。。。。以下内容略