直销银行在我国推广的可行性分析与对策研究

发布时间：2019-05-24 10:34

【摘要】：互联网正在全面融入人们社会经济生活的方方面面,同时也在悄然改变着传统金融业的格局。随着2013年互联网金融元年大幕的拉开,越来越多互联网企业纷纷涉足金融领域,伴随着金融改革步伐的深入推进,越来越多金融行业以外的企业纷至沓来,都希望从中分得一杯羹。面对来势汹汹的互联网金融浪潮,传统银行业必须加快调整战略思路并积极做出变革举措,以实现金融互联网化的发展需要,顺应互联网时代新格局。直销银行凭借着积极创新的互联网精神、虚拟平台运作降低运营成本、为客户实现较高经济收益以及高度关注客户体验等优势逐渐成为银行互联网化的重要途径之一。它不仅能够实现互联网技术与金融业务的全新整合,更为银行业加快推进金融改革注入了新的活力。西方发达国家的直销银行经过几十年的漫长发展,逐步形成并建立起了以去实体化经营、低成本运作、高效率运行、高投资收益率、高服务品质等为主导的优势品牌特色。实践证明,通过这些特色优势的集聚为其在本国的发展都带来了不同程度的成功。我国2014年初才刚刚涉足这一新兴领域,经过近一年时间的发展,先后已经有10家商业银行设立了直销银行事业部,这些直销银行在市场中逐渐发挥作用并小有成绩。但是整体上来说发展力度还不够、金融互联网化的进程还太缓慢,直销银行的推广力量还太单薄。本文正是基于以上原因,深入分析了直销银行在国外的成功经验并结合国内直销银行目前的发展现状,对其在国内发展和推广的必要性和可行性做出详细分析论证。并对其在发展过程中可能存在的问题进行深度剖析,最后结合实际提出切实可行的应对对策。本文对直销银行在我国的发展和推广研究有一定的参考意义和借鉴价值,希望能够使其他金融从业者从中受到启发。
[Abstract]:The Internet is fully integrated into all aspects of the people's social and economic life, and is also quietly changing the pattern of the traditional financial industry. With the opening of the net financial element of the Internet in 2013, more and more Internet companies have been involved in the financial field, with the deepening of the pace of financial reform. In the face of the wave of Internet finance, the traditional banking industry must accelerate the adjustment of the strategic thinking and make a positive change, so as to realize the development of the financial Internet, and adapt to the new pattern of the Internet era. The direct-selling bank has become one of the important ways to become the bank's internet through the active and innovative Internet spirit, the operation of the virtual platform, the lower operating cost, the realization of higher economic benefits for the customers, and the high attention to the customer experience. It not only can realize the brand-new integration of Internet technology and financial business, but also has injected new vitality into the banking reform. After several decades of long-term development, the direct-selling bank of the western developed countries has gradually formed and established the dominant brand with high investment rate, high service quality and so on. The practice has proved that the agglomeration of these characteristics brings different degrees of success to the development of the country. Since the beginning of 2014, we have just set foot in this new field. After nearly one year's development, ten commercial banks have set up direct-selling bank division, which has gradually played a role in the market and has little success. But overall development is not enough, the process of financial internet is too slow, and the direct-selling bank's promotion power is too thin. This paper is based on the above reasons, deeply analyses the successful experience of the direct-selling bank in foreign countries and makes a detailed analysis of the necessity and feasibility of the domestic development and promotion in the light of the current development situation of the domestic direct-selling bank. In this paper, a deep analysis of the possible problems in the course of development is given, and the practical countermeasures are put forward in the end. This paper has some reference and reference value to the development and promotion of direct-selling bank in China, and it is hoped that other financial practitioners can be inspired.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.3

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