“三农”问题是中国民生领域的重中之重，也是中国经济社会发展的薄弱环节。 中央一号文件连续 15 年聚焦“三农”，商业银行是普惠金融服务的重要主体，在普 惠金融发展中起到不可或缺的作用，需要引导银行回归本源、把更多资源配置到乡村 振兴中。 推进互联网金融服务“三农”，是农业银行总行响应中央号召，适应“三农”发 展新形势新要求做出的重大战略决策，是农业供给侧结构性改革大背景下，农业银行 山东某分行更全面服务农业、农村、农民，增强农行自身县域业务竞争力和影响力的 必由之路。然而，近年来农业银行加快向城市金融体系的融进与发展，再加上许多农 村网点的不断撤并，极大削弱了农业银行服务三农的区域市场竞争力。因此，如何把 握好互联网金融新形势，构建适合三农需求新产品、新途径，在未来市场竞争中具有 重要现实意义。 本文主要运用文献研究法和案例分析法，通过对相关文献的学习，发现目前国内 外在互联网金融服务“三农”领域的研究偏学术型论文居多，案例分析型较少。本文 选取了笔者直接参与服务过的企业，保证数据来源真实可靠。本文从企业职工、企业 本身、企业上下游客户三个方面分别分析了目前农业银行山东某分行在互联网金融服 务“三农”领域的现状、存在的问题以及解决问题的建议措施。最后为了更好地推广 应用于其他“三农”领域的服务对象，提出建立“金穗惠农 e 通”平台，主要包含三 大功能模块：一是电商金融功能的“惠农 e 商”模块，二是网络支付结算功能的“惠 农 e 付”模块，三是网络融资功能的“惠农 e 贷”模块。 关键词: 农业银行；互联网金融；三农I ABSTRACT Agriculture, rural areas and farmers is the most important issue in the field of people's livelihood in China, and is also a weak link in China's economic and social development.The central document No. 1 has focused on agriculture, rural areas and farmers for 15 consecutive years. Commercial banks are the main body of inclusive financial services and play an indispensable role in the development of inclusive finance. It is necessary to guide banks to return to their original sources and allocate more resources to rural revitalization. Promoting Internet financial services for agriculture, countryside and farmers is an important strategic decision made by the Agricultural Bank of China (ABC) in response to the call of the central government to adapt to the new situation and requirements of the development of agriculture, rural areas and farmers. It is also the only way for the ABC to support the structural reform of the agricultural supply side, better fulfill the mission of serving agriculture, rural areas and farmers, and enhance the competitiveness of county business.However, in recent years, the ABC has accelerated its integration and development into the urban financial system, coupled with the continuous withdrawal of many rural networks, greatly weakening the competitiveness of ABC in serving agriculture, rural areas and farmers in the regional market. Therefore, it is of great significance to grasp the new situation of Internet finance and to construct new products and new ways suitable for the demand of agriculture, countryside and farmers in the future market competition. This paper mainly uses the literature research method and case analysis method, through the study of relevant literature, found that the current domestic and foreign research in the field of Internet financial services three rural academic papers, case analysis less.This article selects the enterprises that I have personally participated in to serve the company, and ensure that the data sources are authentic and reliable.This paper analyzes the current situation, existing problems and solutions of a branch of Agricultural Bank of China in Shandong Province in the field of Internet financial services for agriculture, rural areas and farmers from three aspects: employees, enterprises themselves and tourists.Finally, in order to better promote the application of other three rural areas of service object, proposed to establish Jinsui Huinong e-Tong platform, mainly including three functional modules: one is the e-commerce financial function of the Huinong e-business module, the second is the network payment and settlement function of theII Huinong e-payment module, the third is the network financing function of the Huinong e-payment module. Agricultural e loan module. KEYWORDS:Agricultural Bank; Internet finance; agriculture, rural areas and farmers1 目 录 第一章 绪论...................................................................................................1 第一节 研究背景 ...................................................... 1 第二节 问题的提出 .................................................... 1 第三节 研究目的与意义 ................................................ 2 一、研究目的........................................................ 2 二、研究意义........................................................ 3 第四节 研究思路与技术路线 ............................................ 3 一、研究思路........................................................ 3 二、技术路线........................................................ 4 第五节 研究方法 ...................................................... 4 一、文献研究法...................................................... 4 二、案例分析法...................................................... 5 第二章 国内外研究综述...............................................................................6 第一节 国外研究综述 .................................................. 6 一、关于互联网金融服务“三农”发展历程的研究........................ 6 二、关于互联网金融服务“三农”利弊方面的研究........................ 6 第二节 国内研究综述 .................................................. 6 一、关于互联网金融服务“三农”概念的研究............................ 6 二、关于互联网金融服务“三农”影响因素的研究........................ 7 三、关于互联网金融服务“三农”发展策略的研究........................ 7 第三章 案例介绍...........................................................................................9 第一节 数据收集 ...................................................... 9 一、数据收集原则.................................................... 9 二、方式与渠道...................................................... 9 第二节 农行山东某分行及其服务对象 .................................... 9 一、农行山东某分行及其产品.......................................... 92 二、山东华誉集团概况及产品......................................... 12 第三节 行业与市场环境对比分析 ....................................... 15 一、系统内服务产品相比存在的差距及问题............................. 15 二、同业服务产品相比存在的差距及问题............................... 15 三、被服务企业的发展前景........................................... 17 第四章 案例发现与分析.............................................................................18 第一节 农行互联网金融服务“华誉集团”职工层面 ....................... 18 一、职工层面服务现状............................................... 18 二、存在的问题..................................................... 19 三、问题解决途径................................................... 20 第二节 农行互联网金融服务“华誉集团”企业层面 ....................... 20 一、客户需求及存在问题............................................. 20 二、问题解决思路................................................... 22 三、营销过程设计................................................... 22 四、营销成果预测................................................... 23 第三节 农行互联网金融服务“华誉集团”上下游关联商层面 ............... 24 一、华誉集团上游合作养殖户及管理模式............................... 24 二、华誉集团合作养殖户资金需求分析................................. 25 三、存在的问题及解决方案设计....................................... 26 四、服务农户贷款的建议与对策....................................... 28 第四节 保障措施 ..................................................... 29 一、实施“惠农通+互联网”工程，完善网络支付结算基础服务............ 30 二、发展“电商+金融”服务，构建特色服务体系........................ 30 三、加快创新试点，做大做稳网络融资业务............................. 31 第五章 结论和展望.....................................................................................32 第一节 结论 ......................................................... 32 第二节 展望 ......................................................... 32