Study On Current Situation And Countermeasures Of Digital Transformation Of Three Agricultural Loans Business Of Shanxi Branch Of Y Bank

With the acceleration of the digitalisation process and the full-scale financial reform,the digital transformation of loans to the three rural areas based on the Internet,cloud computing,big data and other technologies has changed the development path of the credit business of the three rural areas and become the high point of future competition in the financial industry.The core of the digital transformation of loans to farmers lies in solving the problem of information asymmetry,and the goal is to open up the bank,solve the problems of investment and financing in the "three rural areas",and obtain the "long-tail customers" of the three rural areas.Based on the information asymmetry theory and long-tail theory,this paper applies literature research,field survey,questionnaire survey,interview survey and comparative study to sort out and analyse the complex problems faced by the digital transformation of the loan business of the three rural areas,and summarise the methods to solve the digital transformation process.A series of methods for solving the problems in the process of digital transformation are summarised,and corresponding suggestions for improving countermeasures are put forward.The main research findings are as follows.The article firstly summarises and collates relevant literature and research on digital transformation of commercial banks,the development of third-agricultural loans and digital transformation to serve third-agricultural loans,defines relevant concepts such as digital transformation,third-agricultural loans,rural credit system construction and information asymmetry,and puts forward the information asymmetry theory and long-tail theory on which the thesis relies;secondly,by means of customer questionnaires and expert interviews,respectively from the customer,expert Then,by using the method of comparative analysis,the experience of digital transformation of large state-owned commercial banks,joint-stock commercial banks and agricultural credit institutions and other financial institutions in the same industry is summarised and refined,and the promotion factors of digital investment on commercial banks’ loan business for the three rural areas are empirically studied.Finally,we propose corresponding countermeasures for the digital transformation of Bank Y Shanxi Branch.The research of this thesis helps to enrich the theory of digital management of commercial bank’s loan business,solve the problems of high marginal customer acquisition cost and information asymmetry in the management of "long-tail" customers,and ultimately achieve the goal of digital transformation and agile change for commercial banks.It also provides a reference for the digital transformation of the Shanxi branch of Y Bank,and also provides a reference for the digital transformation of other commercial banks in China.