近年来，互联网技术发展飞速，互联网企业快速渗透到传统的金融服务体系中， 催生了第三方支付、网络融资以及电子银行等互联网金融模式。传统金融与互联网 技术深入融合，新的金融产品和融资模式不断涌现。由于其运行成本低、产品效率 和应用率高、不受地域限制，互联网金融服务模式吸引了不同层次的客户，满足了 更多金融消费者的需求，服务内容也从简单的支付扩展到了消费、众筹、P2P网络 借贷等新领域。 以农业银行为代表的传统商业银行面临挑战。受制于其产品种类的单一、人员 配备的不足等因素，商业银行互联网金融业务发展相对迟缓，在县域支行表现尤为 突出。传统商业如何运用自身优势，精准把握客户需求、定位客户群体；如何利用 好“互联网 + ”、“云计算”和“大数据”等新兴技术平台的助力；如何加强互联 网金融人才储备，完善基层网点人员配备，推广互联网金融的先进技术和理念，都 是亟待研究和解决的问题。 本文立足农业银行黄岛支行互联网业务发展实际，运用波特五力模型对黄岛支 行互联网金融业务行业环境进行分析，采用文献研究法、案例研究法等方式开展研 究，旨在探索适合黄岛支行的互联网金融业务发展对策。研究包含六个方面：第一 部分分析互联网金融发展的背景，梳理内外研究文献，提出本文的研究框架；第二 部分归纳总结商业银行互联网金融发展的相关理论；第三部分总结介绍农业银行黄 岛支行互联网金融发展概况，运用五力模型理论对行业环境进行分析；第四部分分 析农业银行黄岛支行互联网金融发展中面临的问题及成因；第五部分针对存在问题 的原因提出改进方案，形成农业银行黄岛支行互联网金融业务发展的对策；第六部 分是结论和展望。 研究认为，商业银行黄岛支行互联网金融发展应采取以下措施：以掌上银行为 抓手，丰富互联网场景金融建设；紧跟市场，做精商户服务，扩大收单规模；优先 发展互联网贷款业务，全面挖掘对接目标客户；线下传统金融模式和线上互联网模 式融合发展，发挥各自在领域内优势，以“三农”业务为样板，做新做特、做出品 牌效应；打造兼具互联网服务意识和线下服务意识的客户经理队伍；重点转型统筹 兼顾。 关键字：黄岛支行；互联网金融；发展对策 Research on the development of Internet financial business of Agricultural Bank of China Huangdao branch Abstract In recent years, with the rapid development of Internet technology, Internet enterprises have rapidly infiltrated into the traditional financial service system, which has spawned Internet financial models such as third-party payment, network financing and e-banking. With the deep integration of traditional finance and Internet technology, new financial products and financing models are emerging. Due to its low operating cost, high product efficiency and application rate, and no geographical restrictions, the Internet financial service model has attracted customers of different levels, met the needs of more financial consumers, and expanded the service content from simple payment to consumption, crowdfunding, P2P network lending New areas such as loans. The traditional commercial banks represented by Agricultural Bank of China are facing challenges. Restricted by the single product category and insufficient staffing, the development of Internet finance business of commercial banks is relatively slow, especially in County branches. How to use the advantages of traditional business, accurately grasp customer needs, position customer groups, and make good use of the "Internet"+ ”"Cloud computing" and "big data" and other emerging technology platforms, as well as how to strengthen the reserve of Internet financial talents, improve the staffing of grass-roots outlets, and promote the advanced technology and concept of Internet finance, are all problems that need to be studied and solved. Based on the actual development of Internet business in Huangdao Branch of Agricultural Bank of China, this paper analyzes the Internet financial business environment of Huangdao Branch with Porter's five forces model, and conducts research by means of literature research and case study, aiming to explore the development countermeasures of Internet financial business suitable for Huangdao Branch. The research includes six aspects: The first part analyzes the background of the development of Internet finance, combs the internal and external research literature, and puts forward the research framework of this paper; The second part summarizes and summarizes the relevant theories of the development of Internet finance of commercial banks; The third part summarizes and introduces the general situation of the development of Internet finance of Agricultural Bank of China Huangdao Branch, and analyzes the industry environment with the theory of five force model; The fourth part Part of the analysis of the Agricultural Bank of China Huangdao Branch in the development of Internet finance problems and causes; The fifth part of the reasons for the existing problems to improve the program, the formation of Agricultural Bank of China Huangdao Branch Internet finance business development countermeasures; The sixth part is the conclusion and outlook. According to the research, the following measures should be taken for the development of Internet Finance in Huangdao Branch, a commercial bank: to enrich the financial construction of Internet scene by taking the palm bank as the starting point; to follow the market closely, to provide precise merchant services and expand the scale of receipt; to give priority to the development of Internet loan business and fully tap the target customers; to integrate the development of offline traditional financial mode and online Internet mode and give full play to each other In terms of advantages in the field, take the "three rural" business as a model, make new features, and make brand effect; build a customer manager team with internet service awareness and offline service awareness; focus on the transformation and overall consideration. Key words: Huangdao sub branch; Internet finance; development strategy 目 录 第1章 引言 ················· 1 1.1 研究背景与意义 ········· 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 ········· 4 1.3 研究内容与方法 ········· 5 1.3.1 研究内容 ··············· 6 1.3.2 研究方法 ··············· 6 1.4 本文创新点 ··············· 7 第2章 商业银行互联网金融发展的相关理论 ··········· 8 2.1互联网金融的内涵 ······· 8 2.1.1 互联网金融的含义 ··· 8 2.1.2 互联网金融的模式 ··· 8 2.1.3 互联网金融的特征 ·· 11 2.2 研究的理论基础 ········ 13 2.2.1 现代金融中介理论 ·· 13 2.2.2 交易成本理论 ········ 14 2.2.3 技术推进理论 ········ 14 2.2.4 网络经济理论 ········ 15 2.2.5 五力模型理论 ········ 15 第3章 农业银行黄岛支行互联网金融发展概况与行业环境分析 ······ 16 3.1 农业银行互联网金融业务整体发展概况 ············ 16 3.2 农业银行黄岛支行互联网金融业务发展概况 ······ 17 3.3 农业银行黄岛支行互联网金融业务行业环境分析 19 第4章 农业银行黄岛支行互联网金融业务面临的问题及成因 ········· 23 4.1 农业银行黄岛支行互联网金融业务发展面临的问题 ················· 23 4.1.1电子银行新业务客户渗透率低 ······ 23 4.1.2电商平台业务收单规模后劲不足 ··· 23 4.1.3网上信贷类业务占比低 ··············· 24 4.1.4宣传推广不到位 ······ 26 4.1.5营销队伍专业化不足 26 4.1.6网点精细化管理欠缺 ················· 27 4.2农业银行黄岛支行互联网金融业务问题的成因 ····· 28 4.2.1电子银行重点客户群体未充分挖掘 ················· 28 4.2.2收单促销手段单一、促销活动少 ·· 28 4.2.3网贷目标客户对接不力、业务占比不高 ··········· 29 4.2.4宣传渠道单一，品牌效应未充分利用 ·············· 29 4.2.5专业团队人员配备不足，网点客户经理职责不清晰 ·············· 29 4.2.6网点一体化转型不深入 ·············· 30 第5章 农业银行黄岛支行互联网金融业务发展对策 ····· 31 5.1推进“决胜掌银”，丰富互联网场景金融建设 ····· 31 5.2发起“市场革命”，丰富促销手段,做大收单规模 32 5.3互联网贷款业务优先发展，全面挖掘对接目标客户 ··········