工行A支行互联网金融业务发展策略研究

发布时间：2018-05-31 03:36

本文选题：工商银行 + 基层网点　；参考：《华中师范大学》2016年硕士论文

【摘要】：随着近几年移动通信资费的大幅下降,智能终端设备的进一步普及,我国已全面进入4G商用时代。据CINIC数据统计,我国手机网民占网民比例已超过九成。以阿里巴巴、腾讯为首的互联网企业依靠长期积累的信息技术优势,用户规模已非常庞大。在此基础上,互联网企业逐渐地把服务扩展到第三方支付、投资理财、P2P信贷等金融领域,并依靠创新不断蚕食传统商业银行的业务。面对互联网金融浪潮的挑战,传统商业银行纷纷进行改革,开展互联网金融业务,工行在国内第一个发布了完整的互联网金融战略,显示了工行发展互联网金融的决心。但总体而言,工行应对互联网金融的改革还处于比较初级的阶段,已经发布的互联网金融产品也只是原来网上银行、手机银行、网上商城等业务的简单整合与重新包装。虽然目前国内对传统商业银行该如何发展互联网金融业务的研究很多,但是绝大部分是基于总行、分行层面来考虑的,所提出的策略、研发的产品大多借鉴于优秀互联网金融企业,因此,针对当前这种状态,本文选择工行A支行作为研究对象,对国有商业银行基层网点互联网金融业务发展策略进行研究,具有重要的理论意义和现实意义。本文首先阐述了国有商业银行基层网点互联网金融业务发展的背景和意义,国内外互联网金融的研究现状,以及本文的研究内容和研究方法；接着进一步阐述了互联网金融的基本概念、主要模式及衍生产品,并给出了本文对互联网金融的理解和定义,并在此基础上,对国内外互联网金融业务发展动向给予了简要说明；然后针对工商银行及其A支行的互联网金融业务发展状况进行了描述,并采用SWOT分析法,对工行A支行互联网金融业务的发展进行了详细剖析,由此而得到A支行互联网金融业务的SWOT矩阵,研究出W0战略是A支行的最佳选择；最后,基于前面的研究,指出A支行应紧密跟随工行e-ICBC互联网升级发展战略,重点发展移动金融业务,并从产品、客户、服务和管理等多方面提出了具体的应对策略。
[Abstract]:With the rapid decrease of mobile communication charges and the further popularization of intelligent terminal devices, China has entered the 4G commercial era. According to CINIC statistics, mobile phone users account for more than 90% of Internet users. Internet enterprises led by Alibaba, Tencent rely on long-term accumulation of information technology advantages, the scale of users has been very large. On this basis, Internet enterprises gradually expand their services to the third party payment, investment and financing, P2P credit and other financial fields, and rely on innovation to constantly encroach on the business of traditional commercial banks. In the face of the challenge of the Internet finance tide, the traditional commercial banks have carried on the reform one after another to carry out the Internet finance business. ICBC first issued the complete Internet finance strategy in China, which shows ICBC's determination to develop the Internet finance. But in general, ICBC's response to the reform of Internet finance is still in its infancy, and the Internet financial products that have been released are only the simple integration and repackaging of the original online banking, mobile banking, online shopping mall, and so on. Although there are many domestic studies on how traditional commercial banks should develop Internet financial services, most of them are based on the consideration of the head office and branch level, and the strategies put forward. Most of the products developed are for reference to excellent Internet financial enterprises. Therefore, in view of the current situation, this paper chooses ICBC Sub-Branch A as the research object, and studies the development strategy of Internet financial business at the grass-roots network of state-owned commercial banks. It has important theoretical and practical significance. Firstly, this paper expounds the background and significance of the development of Internet finance business at the grass-roots network of state-owned commercial banks, the current research situation of Internet finance at home and abroad, and the research contents and research methods of this paper. Then the basic concepts, main models and derivative products of Internet finance are further elaborated, and the understanding and definition of Internet finance in this paper are given, and on this basis, The development trend of Internet financial business at home and abroad is briefly explained, and then the development of Internet financial business of ICBC and its branch A is described, and the SWOT analysis method is used. This paper analyzes the development of ICBC branch A's Internet financial business in detail, and then obtains the SWOT matrix of A branch's Internet financial business, and finds out that W0 strategy is the best choice for A branch. Finally, based on the previous research, It is pointed out that Branch A should closely follow ICBC e-ICBC 's strategy of Internet upgrading and development, focus on the development of mobile financial services, and put forward concrete countermeasures from the aspects of products, customers, services and management.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.2

【参考文献】