中国经济正在高速进入“新常态”发展阶段，商业银行面临着宏观经济转型和互联网金融的双重 冲击，曾经主要依靠的盈利方法和以存贷款为主的业务模式已经无法适应当前经济的发展。处于时代 浪潮冲击之下的H市农业银行在外部营商环境和内部行业发展潜移默化的影响下也积极主动地寻求自 身的转型发展，改变中介地位弱化、客户流失严重，利润空间紧缩的现状，力求在未来的经济发展中 谋求一席之地。 本文在总结了战略管理理论、战略转型理论、互联网金融发展理论、商业银行转型理论的基础上， 通过文献分析法、案例研究法等形式，着眼于对H市农业银行进行内外部环境分析和行业分析。在对 江苏省以及H市银行业的发展现状做分析时，重点比较了四大国有银行的行业发展情况。内部环境分 析涉及H市农业银行背景介绍、经营理念和经营现状，并基于互联网金融发展的最新进展，结合互联 网金融技术的发展对H市农业银行发展的战略环境进行分析。首先运用 PEST 分析法和五力模型对H 市农业银行所处的外部环境、面临的行业竞争情况做了详细分析，再运用 SWOT分析法研究H市农 业银行的优势和劣势，机遇和威胁，进一步明确H市农业银行在发展中遇到的存贷款业务、县域业务、 数字化转型、经营转型、风控管理困难等瓶颈，探讨解决问题的思路，最后总结出H市农业银行转型 制度模式、改革组织管理、创新业务产品、优化渠道模式、提升技术水平和改进风控模式六个方面的 战略转型新路径，以及推进贷款业务全渠道投放、推进存款业务高质速增长、推进金融业务数字化转 型、重点推进ETC业务营销、多手段稳固业务经营绩效和强化各类风险管防控体制的战略转型新策略 以供相关决策参考。本文最后归纳总结了研究结论和不足之处。 关键词：互联网金融,商业银行,环境分析,行业竞争,战略转型 互联网金融背景下H市农业银行战略转型路径与策略研究 II ABSTRACT China's economy is entering a stage of "new normal" development at a high speed. Commercial Banks are facing the dual impact of macroeconomic transformation and Internet finance. The profit method and the business model based on deposit and loan, which used to be mainly relied on, cannot adapt to the current economic development. Under the impact of the tide of The Times, agricultural bank of H city, under the influence of the external business environment and the internal industry development, also actively sought for its own transformation and development, changing the status quo of weakened intermediary, serious customer loss and tight profit margin, and striving for a place in the future economic development. On the basis of summarizing the strategic management theory, strategic transformation theory, Internet finance development theory and commercial bank transformation theory, this paper focuses on the internal and external environment analysis and industry analysis of agricultural bank of H city by means of literature analysis and case study. In the analysis of the development status of the banking industry in jiangsu province and H city, the author focuses on the comparison of the development status of the four state-owned Banks. The internal environment analysis involves the background introduction, business philosophy and operation status quo of agricultural bank of H city. Based on the latest development of Internet finance and the development of Internet finance technology, the strategic environment of the development of agricultural bank of H city is analyzed. First using PEST analysis and five models of H city agricultural bank of industry competition situation faced by the external environment, and made a detailed analysis, SWOT analysis method to study H city agricultural bank the advantages and disadvantages, opportunities and threats, and further clarify the H city encountered in the development of the agricultural bank of deposit and lending business, county business, digital transformation, business transformation and the difficulty of risk control management, bottlenecks, discusses the train of thought to solve the problem, Finally summed up the H city agricultural bank transition system pattern, the reform of organization and management, business product innovation, optimizing channel model, improve technical level and improve the risk control model strategic transformation new path of the six aspects, and promote the loan business channel launch, all advance deposits high speed growth, its financial business digital transformation, key ETC business marketing, means more solid business performance and strengthen the strategic transformation of all kinds of risk prevention and control system of tube new strategies to provide the reference for the related decision. In the end, the conclusion and shortcomings are summarized. Keywords: Internet finance, commercial banks, environmental analysis, industry competition，strategic transformation 南京航空航天大学硕士学位论文 III 目 录 第一章 绪论 .............. 1 1.1研究背景 ...... 1 1.1.1理论背景 .......................... 1 1.1.2行业背景 .......................... 2 1.2研究意义 ...... 3 1.3研究内容 ...... 3 1.4研究方法与技术路线 ................. 4 1.4.1研究方法 .......................... 4 1.4.2技术路线 .......................... 5 1.5本文创新点 .. 6 第二章 相关理论及国内外研究现状综述 ............................ 7 2.1战略相关理论综述 ..................... 7 2.1.1战略管理理论 .................. 7 2.1.2战略转型理论 .................. 7 2.1.3核心能力理论 .................. 8 2.1.4核心能力特征 .................. 8 2.2国内外对互联网金融相关研究与理论综述 ............ 9 2.2.1国外对互联网金融的研究 ............................. 9 2.2.2国内对互联网金融的研究 ............................. 9 2.3国内外商业银行转型理论文献综述 ...................... 10 2.3.1国外商业银行转型理论文献综述 ............... 10 2.3.2国内商业银行转型理论文献综述 ............... 10 2.4本章小结 .... 11 第三章H市农业银行内外部环境分析及行业发展现状分析........................... 12 3.1 互联网金融背景下H市农业银行内部环境分析. 12 3.1.1 H市农业银行的背景介绍 ........................... 12 3.1.2 H市农业银行的经营理念 ........................... 13 3.1.3 H市农业银行的经营现状 ........................... 14 3.2 互联网金融背景下H市农业银行外部环境分析. 17 3.2.1互联网金融技术革新及我国的发展现状 ... 17 3.2.2 PEST分析 ...................... 25 互联网金融背景下H市农业银行战略转型路径与策略研究 IV 3.2.3五力模型下的行业竞争分析 ....................... 31 3.3 行业发展现状分析 .................. 36 3.1.1江苏省银行业发展现状 36 3.1.2 H市银行业发展现状 .... 38 3.1.3 H市四大国有银行发展现状 ....................... 40 3.4本章小结 .... 42 第四章 H市农业银行战略转型的原因分析及SWOT分析 ............................ 43 4.1 H市农业银行受互联网金融影响战略转型的原因分析 ...................... 43 4.1.1 H市农业银行外部原因分析 ....................... 43 4.1.2 H市农业银行内部原因分析 ....................... 48 4.2 H市农业银行受互联网金融影响战略转型的SWOT分析 ................ 50 4.2.1农业银行拥有的优势分析 ........................... 50 4.2.2农业银行存在的劣势分析 ........................... 52 4.2.3农业银行具备的机遇分析 ........................... 53 4.2.4农业银行面临的威胁分析 ........................... 54 4.2.5基于SWOT分析的战略转型选择分析 ...... 56 4.3本章小结 .... 57 第五章 互联网金融影响下H市农业银行的发展路径选择............................. 58 5.1 H市农业银行的战略转型背景 .............................. 58 5.2 H市农业银行的战略转型方向 .............................. 58 5.3 H市农业银行的战略转型思路 .............................. 59 5.4 H市农业银行的战略转型路径 .............................. 59 5.4.1转型制度模式 ................ 60 5.4.2改革组织管理 ................ 60 5.4.3创新业务产品 ................ 61 5.4.4优化渠道模式 ................ 61 5.4.5提升技术水平 ................ 62 5.4.6改进风控模式 ................ 62 5.5本章小结 .... 63 第六章 互联网金融影响下H市农业银行的转型应对策略 ......................... 64 6.1推进贷款业务全渠道投放 ....... 64 6.1.1积极推进普惠金融 ........ 64 6.1.2积极推进县域发展 ........ 64 6.1.3积极建设重大项目 ........ 65 6.1.4积极提升个人消费 ........ 65 6.2 推进存款业务高质速增长 ...... 66 南京航空航天大学硕士学位论文 V 6.2.1以量价平衡优存 ............ 66 6.2.2以扩户提质引存 ............ 66 6.2.3以公私联动增存 ............ 66 6.2.4以流量经营稳存 ............ 67 6.3 推进金融业务数字化转型 ...... 67 6.3.1加快惠