随着社会经济的快速发展，尤其是互联网金融行业呈现出了飞跃式的发展， 衍生了一种新的商务模式，即电子商务逐渐对很多行业领域产生巨大的影响。随 着国内网络的普及，网络用户不断增多，电子商务环境越发的成熟，为电子商务 的发展提供良好的条件。电子商务作为一个新兴的行业，拥有广阔的市场发展前 景，更多的人开始关注电子商务，而商业银行的电子商务业务的发展逐渐成为了 一个重要的环节。如何拓宽商业银行电子商务业务，成为各大银行间提升自身竞 争的关键，农行福建南平分行所在地区面临着日益激烈的行业竞争，尚需要不断 完善电子商务发展体系，在互联网金融发展中积极的创新技术和改革制度，在银 行文化中不断渗透互联网因素，由此来促进南平分行电子商务业务的开发和拓 展，为客户提供优质的服务。 本文以现有的电子商务相关理论为基础，结合商业银行业务的发展趋势，以 农行福建南平分行电商业务的发展为研究对象，探究其现存的发展状况，进而给 出进一步的发展方案。首先，本文梳理了国内外商业银行电子商务业务的研究现 状，归纳分析了商业银行电子商务业务的相关理论。然后，本文分析了农行福建 南平分行电子商务业务的发展现状及环境，可以发现该行面临着较好的政策环 境，且在整个南平有着较好的电商平台的发展机会，在其自身网点总多的优势下， 还面临着一些阻碍其发展的问题，一是大部分南平企业都拥有自己的系统，并不 愿意采用南平分行设计的系统，二是部分南平市企业对于农行福建南平分行的系 统存在质疑，并不能放心使用，三是根据当前农行福建南平分行的标准化电商产 品，并不能寻找到合适的切入点，无法有效的对市场展开及时应对，缺少一定的 灵活性，四是南平分行的电商产品缺少关联性，各自为政，不能对资源进行有效 的整合利用。最后，本文探讨了南平分行电子商务未来发展的方向，认为南平分 行需要在经营模式、合作模式以及服务模式三方面创新思想，进一步的，不断发 挥客户资源优势，加强银行与企业之间的合作，准确的定位市场，丰富电商支付 方式，并增强电商产品关联性，本文针对这一发展方案，提出了相应的保障措施， 包括组织结构保障、人力资源保障、客户服务保障、创新推广保障等，以期通过 这一方案与保障措施，促进农行福建南平分行的电子商务业务更快更好的发展， 增加整个分行的经济效益。 关键词：农行福建南平分行；电子商务业务；发展方案；保障措施 II Abstract Withtherapiddevelopmentofsocialeconomy,especiallytherapiddevelopment ofInternetfinancialindustry,anewbusinessmodelhasemerged,thatis,e-commerce hasgraduallyexertedatremendousimpactonmanyindustries.Withthepopularityof thedomesticnetwork,thenumberofnetworkusersisincreasing,andthee-commerce environmentisbecomingmoreandmoremature,whichprovidesgoodconditionsfor thedevelopmentofe-commerce.Asanewindustry,e-commercehasabroadmarket prospects.Morepeoplebegintopayattentiontoe-commerce,andthedevelopmentof e-commercebusinessofcommercialbankshasgraduallybecomeanimportantlink. Howtobroadenthee-commercebusinessofcommercialbankshasbecomethekeyto enhancethecompetitionamongmajorbanks.TheareawheretheFujianNanping BranchofAgriculturalBankofChinaislocatedisfacingincreasinglyfierceindustry competition.Itisnecessarytoconstantlyimprovethee-commercedevelopment system,activelyinnovatetechnologyandreformsysteminthedevelopmentof Internetfinance,andinbankinglanguage.Inordertopromotethedevelopmentand expansionofNanpingBranch'se-commercebusinessandprovidecustomerswith high-qualityservices,Internetfactorsareconstantlyinfiltrated. Basedontheexistinge-commercetheory,combinedwiththedevelopmenttrend ofcommercialbankbusiness,thispapertakesthedevelopmentofe-commerce businessofFujianNanpingBranchofAgriculturalBankastheresearchobject, exploresitsexistingdevelopmentstatus,andthengivesfurtherdevelopmentplans. Firstly,thispapercombstheresearchstatusofe-commercebusinessofcommercial banksathomeandabroad,andsummarizesandanalysestherelevanttheoriesof e-commercebusinessofcommercialbanks.Then,thispaperanalysesthe developmentstatusandenvironmentoftheE-commercebusinessofFujianNanping BranchofAgriculturalBankofChina.Itcanbefoundthatthebankisfacingabetter policyenvironment,andhasabetterdevelopmentopportunityofe-commerce platforminNanping.Undertheadvantagesofitsownnetwork,italsofacessome problemsthathinderitsdevelopment.First,mostoftheNanpingenterpriseshave theirownsystems,andNotwillingtoadoptthesystemdesignedbyNanpingBranch. Second,someenterprisesinNanpingCitydoubtthesystemofFujianNanpingBranch ofAgriculturalBankofChinaandcannotrestassuredofitsuse.Third,accordingto III thecurrentstandardizedee-commerceproductsofFujianNanpingBranchof AgriculturalBankofChina,theycannotfindasuitableentrypoint,cannot effectivelyrespondtothemarketinatimelymanner,lackofflexibility,andfourth, NanpingBranchofAgriculturalBankofFuThelackofrelevanceandself-governing ofcommercialproductsmakeitimpossibletointegrateandutilizeresources effectively.Finally,thispaperdiscussesthefuturedirectionofNanpingBranch's e-commercedevelopment.ItconsidersthatNanpingBranchneedsinnovativeideasin threeaspects:businessmodel,cooperationmodelandservicemodel.Further,itneeds toconstantlygivefullplaytotheadvantagesofcustomerresources,strengthen cooperationbetweenbanksandenterprises,accuratelylocatethemarket,enrichthe paymentmethodsofe-commerce,andenhancetherelevanceofe-commerceproducts. Forthisdevelopmentplan,correspondingsafeguardmeasuresareputforward, includingorganizationalstructuresafeguard,humanresourcessafeguard,customer servicesafeguard,innovationpromotionsafeguardandsoon,inordertopromotethe fasterandbetterdevelopmentofe-commercebusinessofFujianNanpingBranchof ABCandincreasetheeconomicbenefitsofthewholebranchthroughthisschemeand safeguardmeasures. Keywords:AgriculturalBankofFujianNanpingBranch;ElectronicCommerce Business;DevelopmentStrategy;GuaranteeMeasures IV 目录 第1章绪论..................................................................................................................1 1.1研究背景和意义..............................................................................................1 1.1.1研究背景...............................................................................................1 1.1.2研究意义...............................................................................................2 1.2国内外研究现状..............................................................................................3 1.2.1国外研究现状.......................................................................................3 1.2.2国内研究现状.......................................................................................5 1.3研究思路与主要方法.....................................................................................7 1.3.1研究思路..............................................................................................7 1.3.2研究方法..............................................................................................7 1.4研究内容与结构安排.....................................................................................7 第2章商业银行电子商务业务的相关概念及理论基础..........................................9 2.1商业银行电子商务业务相关概念..................................................................9 2.1.1电子商务...............................................................................................9 2.1.2电子商务银行业务...............................................................................9 2.1.3电子商务银行业务的特征.................................................................10 2.1.4电子商务银行业务与传统银行业务的区别.....................................10 2.2相关理论基础................................................................................................11 2.2.1供应链融资.........................................................................................11 2.2.2联保贷款.............................................................................................11 2.2.3PEST分析...........................................................................................11 2.2.4SWOT分析...........................................................................................13 第3章农行福建南平分行电子商务业务发展现状与环境分析............................14 3.1中国农业银行及其电子商务发展概况........................................................14 3.1.1中国农业银行发展历程.............................................................