我国城市商业银行网上银行业务拓展对策分析

发布时间：2018-01-05 07:13

本文关键词：我国城市商业银行网上银行业务拓展对策分析　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：在全球金融一体化、信息化的背景下金融业竞争日趋激烈,网上银行业务已经成为各商业银行竞争的焦点,网上银行的发展成熟程度、安全性、方便性已成为各银行占有市场的重要法宝。虽然网上银行在我国的发展时间不是很长,但经过几年的发展已初具规模,网上银行的普及率逐年提高。本文以网上银行发展的基本理论为基础,以城市商业银行网上银行发展的现状为突破口,从网络安全、顾客满意度与忠诚度、网上银行收费、网上银行操作风险四个方面分析了我国城市商业银行网上银行业务发展中的影响因素,并结合金融业的电子化发展现状,对城市商业银行网上银行业务的拓展提出了建议。本文分为五个部分：第一章为绪论。包括论文的研究背景、研究意义和目的、网上银行相关理论及本文的创新和不足。第二章为城市商业银行网上银行发展现状及存在的问题。本章从网上银行的定义及特点出发,介绍了城市商业银行网上银行发展现状,并在此基础上分析了城市商业银行网上银行存在的问题。第三章为城市商业银行网上银行发展影响因素分析。本文从网络安全、顾客满意度与忠诚度、网上银行收费、网银操作风险四个方面分析了城市商业银行网上银行业务发展中的影响因素。在顾客满意度与顾客忠诚度方面,本文通过发放调查问卷,采用描述性统计方法考察了齐鲁银行网上银行业务的顾客满意度与忠诚度,问卷调查结果是齐鲁银行网上银行的顾客满意度和忠诚度较高,但仍存在网上银行使用频率较低、网站及服务有待改善等问题,还对存在的问题提出相关建议。第四章为国外网上银行业务分析。主要包括国外网上银行业务发展介绍,并与国内网上银行业务发展进行了比较,对国外网上银行业务发展的先进经验进行了总结。第五章为城市商业银行网上银行业务拓展的对策。通过对城市商业银行网上银行影响因素的分析,结合当前金融业电子化发展的新形势,提出了城市商业银行网上银行发展的建议,包括网络安全、提高客户满意度与忠诚度、改善网上银行的盈利能力、规避操作风险四个方面。本文的结论是：发展网上银行对提高城市商业银行的总体实力至关重要,我国城市商业银行应以此为契机,加强网络安全,提升服务意识,在业务经营上真正体现以客户为导向的经营理念,提高顾客的满意度与忠诚度,探索新型的网上银行盈利模式,实现网上银行从服务渠道向盈利中心的转变,同时提高风险防控能力,规避新兴业务带来的操作风险。本文可能的创新之处在于以顾客满意度与忠诚度为切入点,提出城市商业银行在网上银行发展的初级阶段应关注并提高顾客满意度与忠诚度,培养潜在客户,扩大客户正口碑的影响。另本文还注重网上银行收费问题,因目前的研究很少涉及城市商业银行网上银行盈利能力,城市商业银行在推行网上银行,占领市场阶段,往往忽视了网上银行业务收入产生的效益,因此,网银收费也是本文的主要研究内容。本文的不足之处在于由于网上银行发展时间较短,数据获取较难,缺少数据支持使实证分析显得不足。通过本文研究,希望能进一步促进我国城市商业银行网上银行业务发展,进而促进我国城市商业银行网上银行业务的市场竞争力。
[Abstract]:In the global financial integration, informatization under the background of the financial industry is becoming increasingly fierce, Internet banking has become the focus of the competition of the commercial banks, Internet banking development maturity, safety, convenience has become an important weapon of the bank market share. Although the bank on the net in China's development time is not very long, but after several years of development has begun to take shape, the popularity rate of online banking is increasing year by year.
This paper is based on the basic theory of the development of Internet banking, to the current situation of the development of city commercial banks online banking as a breakthrough, from network security, customer satisfaction and customer loyalty, online banking fees, four aspects of online banking operational risk influence factor analysis of China's city commercial banks online banking business development, combined with the status quo of electronic the development of the financial industry, some suggestions on development of city commercial banks online banking is proposed. This paper is divided into five parts:
The first chapter is the introduction, including the background of the research, the significance and the purpose of the research, the related theories of online banking and the innovation and deficiency of this article.
The second chapter is the development status and existing problems of online banking of urban commercial banks. Based on the definition and characteristics of online banking, this paper introduces the development status of online banking of city commercial banks, and based on that, it analyzes the problems existing in online banking of city commercial banks.
The third chapter is the analysis of factors in the development of city commercial banks online banking. This article from the network security, customer satisfaction and customer loyalty, online banking fees, four aspects of online banking operation risk analysis the influence factors of city commercial banks online banking business development. In terms of customer satisfaction and customer loyalty, through the issuance of questionnaires, the customer satisfaction and loyalty study of Qilu bank online banking business by using the descriptive statistical method, the questionnaire survey result of Qilu bank online banking customer satisfaction and loyalty is high, but there are still online banking website and the low frequency of use, service needs to be improved, also puts forward some suggestions on the problems.
The fourth chapter is the analysis of foreign online banking business. It mainly includes the introduction of foreign Internet banking development, and compares with the development of online banking business in China, and summarizes the advanced experience of foreign Internet banking development.
The fifth chapter is the countermeasure of city commercial banks online banking business development. Through the analysis of factors affecting the city commercial banks online banking, combined with the new situation of the development of electronic banking, the city commercial banks online banking development proposals, including network security, improve customer satisfaction and loyalty, improve the online bank profitability avoid the four aspects of operational risk.
The conclusion is: the development of Internet banking to improve the overall strength of vital city commercial banks, city commercial banks in China should take this opportunity to strengthen network security, enhance service awareness, truly embodies the customer-oriented business philosophy, improve customer satisfaction and loyalty, to explore new profit model of Internet banking the realization of online banking services, change from the channel to the profit center, and improve risk control ability, to avoid operational risks emerging business brings.
The possible innovation of this paper is to customer satisfaction and loyalty as the starting point, the city commercial banks in the primary stage of the development of Internet banking should pay attention to and improve the customer satisfaction and customer loyalty, develop potential customers, expand the influence of word of mouth. Other customers are the focus of Internet Banking charges, because the current research rarely involves the profitability city commercial banks online banking, city commercial banks in the implementation of online banking, occupy the market stage, often ignore the Internet banking income benefits, therefore, the main research contents of this paper is the online banking fees.
The deficiency of this paper is that the data acquisition is difficult because of the short development time of the online bank, and the lack of data support makes the empirical analysis lack.
Through this study, we hope to further promote the development of online banking business of China's urban commercial banks, and further promote the competitiveness of China's urban commercial banks online banking business.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

【参考文献】