A Case Study Of Huayu Enterprise Of Internet Financial Service "Agriculture,Rural Areas And Farmers" In Shandong Branch Of Agricultural Bank

"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 the "Huinong e-payment" module,the third is the network financing function of the "Huinong e-payment" module.Agricultural e loan module.