I 摘要 “三农”工作历来是国家层面关注的焦点，而解决三农问题、实施乡村振兴 战略，离不开金融的支持，其中农村支付服务设施的建设，是金融服务“三农” 的基础工程。在人民银行和银保监会建设改善农村地区支付环境的硬性要求下， 近年来商业银行纷纷加大金融机具在农村地区的投入，但机具投放或布局的效果 到底如何，尚缺乏客观评价。 本文在介绍研究背景和进行文献综述的基础上，以N银行雅安市分行为案例 对象，首先梳理了该行打造农村支付受理渠道的背景历程。其次，从服务可得性、 商业可持续性和支付服务质量三个方面，对该行支付终端的布局效果进行了评价 分析。最后，以终端交易量作为效果评价的量化指标，从布放渠道、终端功能和 支行管理水平三个维度，进一步分析了终端交易量的影响因素，并据此扩展探讨 了基于支付终端布局拓展农村地区金融业务的可能方案。 研究结论表明：农村地区布局支付终端的广泛覆盖，除了直接可提高农村地 区金融服务可得性之外，终端使用效率的提升还可促进相关业务绑定账户的存款 的提升，不仅有助于维持县域存款的稳定与增长，还能通过有效分流银行网点柜 面业务而提升银行的社会形象。进一步，从终端交易量来看布局效果的影响因素， 包括三个方面。其一，布放渠道来看，消费类和政府类商户的数量越多，终端交 易量越大，而自身拥有收费系统的公用事业类商户的交易量不太理想。其二，终 端功能来看，随着代理生活缴费功能的完善和网络支付用户增长的双重影响，代 理生活缴费的交易量逐渐超过支付的基础功能，成为终端交易量大小的决定性因 素。其三，支行管理水平越高，不仅越有利于提高终端交易量，还能通过促进与 政府的合作关系而带动代理项目的增加。 关键词：N银行，农村，支付终端，布局效果 ABSTRACT II ABSTRACT Theissueabout"agriculture,ruralareasandfarmers"hasalwaysbeenthefocusfor Chinesecentralgovernment,andfinancialsupportisverynecessarytosolvethe potentialprobleminthefieldsofagriculture,ruralareasandfarmers,andtoimplement thestrategyofruralrejuvenation.Sincetheconstructionofruralpaymentservice facilitiesisthebasisoffinancialservices,mostofcommercialbankshaveincreased investmentsinfinancialequipmentinruralareasinrecentyearsundertherigidly regulatoryrequirementsbythePeople'sBankofChinaandtheChinaBanking RegulatoryCommissionwhichareaimingtoimprovethepaymentenvironmentinrural areas.However,littleattentionhasbeenpaidontheevaluationabouttheeffectsofthe investmentsanddistributionofpaymentequipmentinruralareas. Basedontheintroductionofresearchbackgroundandliteraturereview,this dissertationfirstlytakesYa’anbranchofNBankasanexampletosortoutthe backgroundofthecreationofruralpaymentacceptancechannels.Secondly,fromthree aspectsincludingserviceavailability,commercialsustainabilityandpaymentservice quality,theperformanceofpaymentterminallayoutwasevaluated.Finally,theterminal transactionvolumeisusedasaquantitativeindicatorforlayoutperformance,the dissertationinvestigatesthedeterminantsfortheperformancefromthreedimensions includingdistributionchannel,terminalfunctionandbranchmanagement,andthenthe expansionoffinancialbusinessderivingfrompaymentterminalsinruralareasis discussed. Theconclusionsuggeststhattheextensivecoverageofpaymentterminalsinrural areasnotonlydirectlyincreasestheavailabilityoffinancialservicesinruralareas,but alsoishelpfulforthestablegrowthofdepositsincountylevelsbyimprovingtheusage efficiencyofterminalsandimprovingthebank'ssocialimagebecauseoftheeffectively distributingcounterbusiness.Furtherconclusionsaboutthedeterminantsforthe terminaltransactionvolumearethreefold.Thefirstdeterminantisrelatedtodistribution channel,thegreaterthenumberofconsumerandgovernmentmerchantsare,thelarger theterminaltransactionvolumeis,whilethethetransactionvolumeofpublicutility merchantswiththeirownchargingsystemsislessthantheidealoutput.Thesecond determinantisrelatedtothefunctionsofterminals,sincethedualeffectsofthe ABSTRACT III improvementinthefunctionofagentlifepaymentandthegrowthofnetworkpayments, agentlifepaymentgraduallyexceedsthebasicfunctionofpaymentandisbecominga mostimportantdeterminantoftheterminaltransactionvolume.Thirdly,thebetterthe sub-branchmanagementis,themorebeneficialitistoincreasetheterminaltransaction volume,whichcanalsoincreasethenumberofagencyprojectsbypromoting cooperationbetweenfarmersandlocalgovernments. Keywords:Nbank,Rural,Paymentterminals,Layoutperformance 目录 IV 目录 第一章绪论.....................................................................................................................1 1.1研究背景及意义..................................................................................................1 1.1.1研究背景...................................................................................................1 1.1.2研究意义...................................................................................................2 1.2基本概念..............................................................................................................2 1.2.1支付终端...................................................................................................2 1.2.2惠农通服务点...........................................................................................3 1.3研究方法、内容和框架......................................................................................4 1.3.1研究方法...................................................................................................4 1.3.2研究内容及框架.......................................................................................4 1.4主要创新点..........................................................................................................5 第二章理论基础与文献综述.........................................................................................6 2.1相关理论基础......................................................................................................6 2.1.1区域金融发展不平衡理论.......................................................................6 2.1.2长尾理论...................................................................................................6 2.1.3顾客需求理论...........................................................................................7 2.1.4萨依定律...................................................................................................7 2.2农村支付渠道建设的相关研究..........................................................................8 2.2.1成效分析的相关研究...............................................................................8 2.2.2影响因素的相关研究...............................................................................9 2.2.3发展对策的相关研究...............................................................................9 2.3本章小结............................................................................................................11 第三章N银行雅安市分行布局农村支付终端的案例介绍.......................................12 3.1N银行雅安市分行简介....................................................................................12 3.2背景介绍............................................................................................................12 3.3布局历程与阶段................................................................................................13 3.3.11.0阶段：探索时期................................................................................13 3.3.22.0阶段：发展时期................................................................................13 3.3.33.0阶段：挖潜时期................................................................................15 3.4终端投放的工作流程........................................................................................15 目录 V 3.5支付终端的业务类型........................................................................................16 3.5.1基础金融业务.........................................................................................16 3.5.2生活缴费业务.........................................................................................16 3.6本章小结............................................................................................................17 第四章N银行雅安市分行布局农村支付终端的效果评价.......................................18 4.1覆盖率.....