招商银行互联网金融策略研究

发布时间：2018-05-01 17:44

本文选题：招商银行 + SWOT态势分析　；参考：《广东外语外贸大学》2017年硕士论文

【摘要】：互联网的方便快捷,经济省时给金融领域的发展带了质的飞跃,其普及应用在一定程度上使互联网金融得到快速的发展。互联网企业利用其技术优势介入金融领域从事金融业务,这一新兴的金融模式具有成本低、效率高、覆盖面广、信息透明的特点,众多互联网企业纷纷涉足第三方支付、网络融资等领域。相比商业银行等金融机构的传统经营模式,互联网金融模式有着许多优势和独到之处,互联网金融的迅猛发展弱化了商业银行的传统金融中介功能,商业银行的中间业务收入也大受影响。互联网金融从很多方面已经影响和正在影响着商业银行在金融市场中的经营活动和竞争行为。为防止被边缘化,我国商业银行只有进行经营模式的转型,才能在激烈的金融市场竞争中立于不败之地。传统商业银行陆续布局互联网金融,除了将传统的支付结算、理财融资业务电子化,同时不断推出的创新产品,电商平台、微信银行、直销银行等等争相出现在大众视野。招商银行于1987年成立于深圳经济特区,多年来一直坚持“科技立行”、“因您而变”的创新理念,在互联网金融领域处于行业领先水平。因此,本文选取招商银行作为案例,探索其在互联网金融业务中的发展策略以及未来战略部署。本文的研究思路是:首先介绍国内外商业银行发展互联网金融的相关成果,接着介绍招商银行的总体发展情况以及互联网金融业务发展现状并提出尚存的问题,以此为基础对招商银行发展互联网金融进行SWOT分析,最后提出招商银行发展互联网金融的策略:打造一个集银行业务、电子商务、社交平台为一体的社区直销银行体系,并在深入个性化服务不同客户的同时,积极与互联网企业合作,以此对其他银行发展互联网金融提供深刻的现实指导意义。
[Abstract]:The convenience and rapidity of the Internet, the economy saves time has brought the qualitative leap to the development of the financial field, its popularizing application makes the Internet finance obtain the fast development to a certain extent. Internet enterprises take advantage of their technological advantages to intervene in the financial field to engage in financial business. This new financial model has the characteristics of low cost, high efficiency, wide coverage and transparent information. Many Internet enterprises have set foot in third-party payment. Network financing and other areas. Compared with the traditional business model of commercial banks and other financial institutions, the Internet financial model has many advantages and unique features. The rapid development of Internet finance weakens the traditional financial intermediary function of commercial banks. The intermediary business income of commercial bank is also greatly affected. Internet finance has affected and is affecting commercial banks' business activities and competitive behaviors in financial markets in many aspects. In order to prevent marginalization, commercial banks of our country can be in an invincible position in the fierce competition of financial market only through the transformation of management mode. Traditional commercial banks lay out Internet finance one after another, in addition to the traditional payment and settlement, financial services and financing electronic, at the same time, the continuous introduction of innovative products, e-commerce platforms, WeChat Bank, Direct selling Bank and so on are competing to appear in the public view. China Merchants Bank was founded in 1987 in Shenzhen Special Economic Zone, for many years has been adhering to the "science and technology," "because of your change" innovation concept, in the Internet finance industry leading level. Therefore, this paper selects China Merchants Bank as a case to explore its development strategy and future strategic deployment in Internet financial business. The research ideas of this paper are as follows: firstly, it introduces the related achievements of commercial banks at home and abroad in the development of Internet finance, then introduces the overall development of China Merchants Bank and the current situation of the development of Internet financial services and puts forward the remaining problems. On the basis of this, the SWOT analysis of China Merchants Bank's development of Internet finance is carried out. Finally, the strategy of China Merchants Bank's development of Internet finance is put forward: to create a community direct selling banking system which integrates banking business, electronic commerce and social platform. At the same time, it actively cooperates with Internet enterprises to provide practical guidance for other banks to develop Internet finance.
【学位授予单位】：广东外语外贸大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F724.6

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