中文摘要
乡村要振兴，金融必先行。农村信用社的可持续发展是助力实施乡村振兴战
略的重要抓手，将互联网金融有效融入并服务农村经济社会的发展，既有助于实
现乡村振兴，也将有利于农村信用社的自身发展。目前，农村金融生态环境仍需
改进，农村互联网金融排斥问题仍然存在，适应乡村振兴新需求的金融产品和服
务仍然缺乏，这些发展中存在的问题需要通过发展的方式加以解决。
具体到M市农村信用社的发展，既受到地区经济发展水平的限制，也受到相
关管理体制、历史习惯、信息通达程度等因素的制约。同时，在相应的业务经营、
信用贷款服务、农信社内部管理、周边经营环境等各个方面也还存在着诸多的问
题。本文结合M市农村信用社的发展现状，认为鼓励金融创新、促进互联网金融
健康发展是农村信用社发展的必由之路，当前急需明确未来发展方向，制定更为
清晰合理的发展战略，互联网金融是必然选择。
本文运用战略管理相关理论方法对M市农村信用社内外部环境分析等综合分
析，运用PEST、波特五力模型等对M市农村信用社进行外部环境分析，结合信用
社的基本情况，通过能力和资源条件对M市农村信用社内部进行环境分析。在此
基础上，确定密集型发展的战略选择，从市场渗透、市场开发、产品开发方面细
化战略。坚持“立足三农、服务地方、适当拓展”的市场定位，坚持市场化、商
业化、股份化的发展方向，以深化改革为动力，以提高效益为核心，以强化管理
为重点，以提高人员素质、提升服务水平为手段,坚持质量、效益和速度协调可
持续的发展理念，转变发展方式。在实施方面，注重以政策为导向加强政府合作，
采取以人为本发展普惠金融战略，依托大数据扩展潜在客户，完善软件提升互联
网金融服务。从多方面出发为其实施提供保障措施，包括注重金融产品供给与老
百姓生活切实连接，完善员工职业素养与提升服务水平相结合，转变经营理念和
加强信息技术普及相统一。在此基础上形成结论与展望，同时也认识到，由于研
究深度不够、知识体系不够完善，本文研究还存在一定的不足，还需进一步加强
研究并完善，以期破解中国农村金融痛点,对M市农村信用社的发展提供思路，
为乡村振兴战略提供更有效的服务。
关键词：互联网金融；乡村振兴；发展战略；数字乡村

ABSTRACT
To revitalize the countryside, finance must go first. The sustainable development of
rural credit cooperatives is an important starting point to help implement the rural
revitalization strategy. How to effectively integrate Internet finance into and serve the
development of rural economy and society is conducive to both the realization of rural
revitalization and the development of rural credit cooperatives. At present, the rural
financial ecological environment still needs to be improved, the problem of rural Internet
finance exclusion still exists, and the lack of financial products and services to meet the
new needs of rural revitalization. These problems in development need to be solved
through development.
Specifically, the development of rural credit cooperatives in M City is restricted not
only by the level of regional economic development, but also by the relevant management
system, historical habits, information access and other factors. At the same time, there are
still many problems in the corresponding business operation, credit loan service, internal
management of rural credit cooperatives, surrounding business environment and other
aspects. Based on the development status of rural credit cooperatives in M City, this paper
believes that encouraging financial innovation and promoting the healthy development of
Internet finance is the only way for the development of rural credit cooperatives. At present,
it is urgent to clarify the future development direction and formulate a clearer and
reasonable development strategy, and Internet finance is the inevitable choice.
In this paper, the use of strategic management related theories and methods of M city
rural credit cooperatives internal and external environment analysis and other
comprehensive analysis, the use of PEST, Porter five forces model of M city rural credit
cooperatives external environment analysis, combined with the basic situation of credit
cooperatives, through the ability and resource conditions of M city rural credit
cooperatives internal environment analysis. On this basis, the strategic choice of intensive
development is determined, and the strategy is refined from the aspects of market
penetration, market development and product development. Adhere to the "based on
agriculture, rural areas and farmers, service place, appropriate to expand" market
positioning, adhere to market-oriented, commercialization, the development direction of
demutualisation, powered by deepening reform, in order to improve the efficiency as the
core, focusing on strengthening management, to improve staff quality, improve service

level as the means, insist on quality, efficiency and speed, balanced and sustainable
development concept, transform the development mode. In terms of implementation, the
government will strengthen policy-oriented cooperation, adopt a people-oriented strategy
to develop inclusive finance, expand potential customers by relying on big data, and
improve software to improve Internet financial services. To provide guarantee measures for
its implementation from various aspects, including paying attention to the practical
connection between the supply of financial products and ordinary people's life, improving
the combination of staff professionalism and service level, changing business philosophy
and strengthening the unification of information technology popularization. Form on the
basis of the conclusion and outlook, but also realize that because the research depth is not
enough, the knowledge system is not perfect, some deficiencies still exist in this paper, we
study, still need to further strengthen the study and improve, in order to break the Chinese
rural financial pain points, to provide ideas for development of rural credit cooperatives to
the M city, provide more effective service for rural revitalization strategy.
Key words: Internet finance;Rural revitalization; Development strategy,;Digital
countryside
。。。以下略