互联网金融模式下的广州农商银行发展策略研究摘要互联网技术在传统金融行业的运用衍生出新的金融业态，以互联网支付、互联网借贷、互联网理财、互联网保险、网络银行等为代表的互联网金融的蓬勃发展收到了社会的充分肯定。本文以广州农商银行为研究对象，通过借鉴国内外研究现状，在明确互联网金融交易理论等内涵的基础上，运用PEST分析法对广州农商银行互联网金融化业务发展环境进行了分析；针对广州农村商业银行互联网金融业务存在的问题，分别从监管、人才、产品、三个方面提出问题；最后为了推动广州农村商业银行互联网金额业务的快速发展，从加强金融监管和人才培养、分析顾客需求、创新产品模式等方面进一步提出一系列保障措施。关键词：互联网金融广州农商银行PEST分析IABSTRACTTheapplicationofInternettechnologyinthetraditionalfinancialindustryhasderivednewfinancialformats.ThevigorousdevelopmentofInternetFinancerepresentedbyInternetpayment,Internetlending,Internetfinance,InternetinsuranceandInternetbankinghasbeenfullyaffirmedbythesociety.TakingGuangzhoururalcommercialbankastheresearchobject,thispaperanalyzesthedevelopmentenvironmentoftheInternetfinancialbusinessofGuangzhoururalcommercialbankbyusingPESTanalysisonthebasisofclarifyingtheconnotationoftheInternetfinancialtransactiontheorybyreferringtotheresearchstatusathomeandabroad.InviewoftheproblemsexistingintheInternetfinancialbusinessofGuangzhouAgriculturalandCommercialBank,thispaperputsforwardtheproblemsfromthreeaspects:supervision,talentsandproducts.Finally,inordertopromotetherapiddevelopmentofInternetamountbusinessofGuangzhoururalcommercialbank,aseriesofsafeguardmeasuresareputforwardfromthreeaspects:strengtheningpersonneltraining,analyzingcustomerdemandandinnovatingproductmodel.Keywords:InternetfinanceGuangzhoururalcommercialbankPESTanalysisII目录1绪论.........................................................................................................11.1研究背景与意义...............................................11.2国内外研究现状...............................................11.2.1国内研究现状...........................................21.2.2国外研究现状...........................................21.3研究内容及方法...............................................32相关理论概述.........................................................................................52.1互联网金融概念...............................................52.2信息经济学理论...............................................62.3直销银行理论.................................................62.4PEST分析....................................................63互联网金融发展PEST分析....................................................................83.1政治环境分析.................................................83.2经济环境分析.................................................83.3社会文化环境分析.............................................93.4科技环境分析.................................................94广州农商银行互联网金融发展现状与问题.......................................104.1广州农商银行基本情况........................................104.2广州农商银行互联网金融业务发展情况..........................104.3互联网金融在银行业务发展成就与问题..........................124.3.1金融监管薄弱..........................................134.3.2金融人才缺少..........................................144.3.3产品大众化无特色......................................144.3.4交易渠道单一.......................................
