| General Secretary Xi Jinping pointed out that the Internet is one of the greatest inventions in the 20 th century.He particularly stressed the need to promote the in-depth integration of the Internet and the real economy.In China,with the popularity of smart phones and development of Internet technology,people's spending habits have been changing since 2013.At the same time,Internet enterprises have entered the financial field on a large scale.There were Internet giants such as alibaba,tencent and baidu,as well as many emerging Internet companies.With the rapid development of Internet technology,Internet finance which is a special financial form has emerged.The Internet finace brought new opportunities for human development and new topics for social development.Internet finance makes use of its unique advantages to gain huge benefits in the city.Meanwhile it has also begun to enter the domestic rural market where the traditional financial development is relatively slow.It has profoundly changed the rural social and economic situation,and provided a new type for the peasants 'life,agricultural development and the upgrading of rural finance.Many e-commerce enterprises,large-scale agricultural enterprises and farmers who have served the countryside for a long time have intervened in the rural financial market.It forces commercial banks especially Agricultural Bank to deeply analyze the changing course of Internet Finance and its impact on traditional financial model,and then make changes in business model and Internet information technology.This paper thinks that the Internet financial services of most commercial banks are still in its infancy.Hubei branch of Agricultural Bank of China(hereinafter referred to as "ABC Hubei Branch")as the main force of serving "agriculture,rural areas and farmers".Since its restoration and establishment,it has taken serving farmers,countryside and agriculture as its development goal.It has been plowing the rural financial field for a long time,and selected ABC Hubei Branch as its commercial bank.A miniature study is feasible and representative.This paper uses the methods of literature research,field survey and comparative analysis with Internet financial enterprises and financial industry to analyze the characteristics and development status of the current rural Internet financial environment.Based on the author's seven-year working experience in ABC,combining the literature theory with the work practice,and through the case of Baishazhou Agricultural Products Wholesale Market,which is the existing Internet financial service of ABC Hubei Branch,this paper analyses the development situation and characteristics of Internet financial business,and points out that ABC Hubei Branch has slow business innovation and management in the service process.At the same time,it also faces the difficulties of underdeveloped Internet technology,imperfect financial system,high risk of financial services and lack of Internet financial knowledge of farmers in rural areas.Through the analysis of the shortcomings and problems,it is proposed that ABC Hubei Branch should optimize its policy dividend,renew its service concept,improve its risk management level,improve the rural basic financial environment,and give full play to the initiative of farmers' participation.We should actively connect with government departments,e-commerce platforms,Internet enterprises and leading enterprises of agricultural industrialization and other channels to obtain customer information of all kinds of farmers,individual households and small and micro enterprises.And with big data,cloud computing and other financial and technological means to improve the comprehensive ability of ABC Hubei Branch Internet financial services "agriculture,rural areas and farmers".The conclusions of this study can provide decision support for ABC Hubei Branch to optimize the Internet financial services for agriculture,rural areas and farmers,and also provide reference for ABC and other commercial banks. |
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