I 摘要 从2003年国务院印发的《深化农村信用社改革试点方案》通知，到2014年国务院 办公厅发布的《关于金融服务“三农”发展的若干意见》，国务院大力推行新政服务于 农商银行的改革。尤其是2018年《农商银行改革向何处发力》，从侧面说明中国农村 商业银行发展中存在的难题：不良贷款有所反弹，道德风险有所抬头，科技支撑较缓慢， 利率市场化带来盈利能力下降，经济下行带来风险集中暴露，互联网金融蚕食银行传统 业务等等，在大数据的背景下，这些存在的问题促使农村商业银行进行业务转型，实现 变传统的经营存款和贷款（放款）业务模式转向互联网金融业务模式，突破单纯依靠规 模来追求经营效益发展的难题。鉴于此，本文选择大数据背景下玉山农村商业银行业务 转型问题进行研究具有重要的理论和实践价值。 研究指出玉山农村商业银行在新业务拓展方面仍显不足，玉山农村商业银行领域的 竞争力不强，没有新的业务模式支撑，新的经济增长点不明确，提升不了增值服务与服 务经济，达不到精准营销的预期目标，同时抗风险能力不强。之后经PEST、波特五力 模型和SWOT等理论分析玉山农村商业银行业务转型的原因在于新业务拓展方向不够 明确，玉山农村商业银行的没有围绕客户数据为中心去分析客户的竞争力，在新的业务 模式没有发挥原有的作用，以至于新的经济增长不高，增值服务与服务经济较差，精准 营销没有完善，抗风险能力不强。最后在新政策、新环境、新领域下提出了玉山农村商 业银行新型业务模式“互联网+大数据+金融”，并根据大数据的算法PCA、KMeans和 Apriori算法，有助于玉山农村商业银行及银行数据实现培育新的经济增长点、提升增值 服务、发展服务经济、提供精准营销、提高风控能力。 关键词：大数据；玉山农村商业银行；业务转型 Abstract II Abstract CircularissuedbytheStateCouncilin2003onthePilotProgramforDeepeningthe ReformofRuralCreditCooperatives.In2014,theGeneralOfficeoftheStateCouncilissued "SomeOpinionsontheDevelopmentofFinancialServicesforAgriculture,Countrysideand Peasants".In2018,WherewilltheReformofAgriculturalandCommercialBanksWork?The aboveofficialdocumentshighlightthehardproblemsinthedevelopmentanddevelopmentof ruralcommercialbanksinChina：Non-performingloanshaverebounded,moralhazardhas risen,scientificandtechnologicalsupporthasbeenslow,interestratemarketizationhasledto adeclineinprofitability,economicdownturnhasledtoconcentratedexposureofrisksand Internetfinancehaserodedtraditionalbankingbusinessandotherissues,whichpromoterural commercialbankstotransformtheirbusinessunderthebackgroundofbigdatatechnology, changethetraditionalbusinessmodelofdepositandloan(lending)tothebusinessmodelof Internetfinance,breakthroughthedifficultproblemofpurelyrelyingonscaletopursuethe developmentofbusinessefficiency.Hence,thispaperchoosesYushanruralcommercialbank businesstransformationunderthebackgroundofbigdatatostudyhasimportanttheoretical andpracticalvalue. TheresearchpointsoutthatYushanruralcommercialbankisstillinsufficientinnew businessdevelopment,itscompetitivenessinthefieldofbanksisnotstrong,thereisnonew businessmodeltosupportit,theneweconomicgrowthpointisnotclear,thevalue-added serviceandserviceeconomycannotbepromoted,theexpectedgoalofprecisemarketingcan notbeachieved,andtheanti-riskabilityisnotstrong.Afterthat,itisanalyzedbyPEST, Porter'sFiveForcesModelandSWOTthatthereasonsofYushanruralcommercialbank's businesstransformationlieinthatthedirectionofnewbusinessdevelopmentisnotclear enough,Yushanruralcommercialbankdoesnotfocusoncustomerdatatoanalyzecustomer's competitiveness,anddoesnotplayitsoriginalroleinthenewbusinessmodel,sothatthenew economicgrowthisnothighandthevalue-addedservicesandserviceseconomyisnotgood, precisionmarketingisnotperfect,andtheabilitytoresistrisksisnotstrong.Finally,inthe newpolicy,newenvironmentandnewfield,thenewbusinessmodeofYushanrural commercialbankisputforward:"Internet+bigdata+finance".AccordingtothePCA, KMeansandApriorialgorithmofbigdata,itishelpfulforYushanruralcommercialbankand bankdatatocultivateneweconomicgrowthpoint,enhancevalue-addedservices,develop serviceeconomy,provideaccuratemarketingandimprovewindcontrolability. Abstract III Keywords:bigdata,yushanruralcommercialbank,businesstransformation 目录 IV 目录 摘要...................................................................................................................................................................I Abstract............................................................................................................................................................II 目录................................................................................................................................................................IV 第1章绪论....................................................................................................................................................1 1.1选题的背景.........................................................................................................................................1 1.2国内外研究现状.................................................................................................................................1 1.2.1国外研究现状........................................................................................................................1 1.2.2国内研究现状........................................................................................................................2 1.2.3简评与启示.............................................................................................................................3 1.3选题的意义.........................................................................................................................................3 1.3.1理论意义.................................................................................................................................3 1.3.2实践意义.................................................................................................................................3 1.4研究的内容与方法.............................................................................................................................4 1.4.1主要研究的内容....................................................................................................................4 1.4.2主要研究的方法....................................................................................................................5 第2章相关概念与理论基础.......................................................................................................................6 2.1相关概念.............................................................................................................................................6 2.1.1大数据金融的界定...............................................................................................................6 2.1.2大数据金融的特点...............................................................................................................6 2.1.3银行传统的业务模型...........................................................................................................6 2.1.4银行业务转型.......................................................................................................................6 2.2理论基础.............................................................................................................................................7 2.2.1PEST分析理论......................................................................................................................7 2.2.2波特五力模型理论...............................................................................................................7 2.2.3SWOT分析理论......................................................................................................................8 第3章大数据背景下玉山农村商业银行发展现状及环境分析...............................................................9 3.1玉山农村商业银行发展现状............................................................................................................9 3.2玉山农村商业银行宏观发展环境的PEST分析...........................................................................11 3.2.1政治环境....................................................