S银行线上线下业务发展对策研究

发布时间：2018-07-09 12:53

本文选题：线上线下 + O2O　；参考：《苏州大学》2016年硕士论文

【摘要】：随着利率市场化的逐渐实施,银行存贷差的利润空间在逐渐缩小。商业银行要想发展壮大,需要以客户为中心,不断提升服务质量。互联网金融的发展对商业银行的传统金融业务构成了威胁。为应对互联网金融的冲击,商业银行采取了诸多转型策略,线上线下渠道融合发展成为重要的探索方向之一。本文通过分析S银行的线上线下业务现状,发现S银行在发展线上线下业务时存在的问题与困难。通过对S银行线上线下业务发展进行SWOT分析,指出线上线下渠道存在的发展优势与机会。通过线上线下业务发展的客户需求分析,提出了线上线下渠道的定位与目标。在此基础上提出发展建议:(1)线上线下渠道业务一体化;(2)加强线上线下渠道产品创新;(3)加强线上线下渠道服务创新;(4)加强线上线下渠道营销创新;(5)发展社区银行布局线上线下渠道。
[Abstract]:With the gradual implementation of interest rate marketization, the profit margin of bank deposit and loan difference is gradually shrinking. If commercial banks want to grow, they need to focus on customers and improve service quality. The development of Internet finance threatens the traditional financial business of commercial banks. In order to deal with the impact of Internet finance, commercial banks have adopted many transformation strategies, and the integration of online and offline channels has become one of the important exploration directions. By analyzing the present situation of the online and offline business of S Bank, this paper finds out the problems and difficulties existing in the development of the above line and off line business in S Bank. Through SWOT analysis of the development of online and offline business in S Bank, the development advantages and opportunities of online and offline channels are pointed out. Through the customer demand analysis of online and offline business development, the location and target of online and offline channels are put forward. On this basis, suggestions for development are put forward: (1) integration of online and offline channel business; (2) strengthening innovation of online and offline channel products; (3) strengthening online and offline channel service innovation; (4) strengthening online and offline channel marketing innovation; (5) developing community bank cloth On and off-line channels.
【学位授予单位】：苏州大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6;F832.33

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