我国社区银行O2O模式的SWOT分析

发布时间：2018-05-27 16:24

本文选题：社区银行 + 社区O2O　；参考：《对外经济贸易大学》2016年硕士论文

【摘要】：当前,我国商业银行正处在一个重要的变革时期:从对公业务为主向零售业务为主转型。在此变革时期,商业银行一方面积极进行渠道创新,重新考虑网点设置;另一方面频频开展跨界经营活动,尤其在电子商务和生活服务领域加速布局。2014年下半年以来,随着社区O2O市场迎来大爆发,商业银行开始向本地生活服务市场大举进军。社区银行和社区O2O,两个原本分属于不同领域的新生事物,渐渐走到一起,诞生出了社区银行O2O这一新鲜模式。本文共八章。在第一章,本文梳理了国外和国内对社区银行和O2O电子商务两个领域的相关文献,并作出简要评述。第二章是对社区银行和社区O2O相关概念的厘清,并尝试给社区银行O2O模式下定义。第三章,本文分析了我国社区银行和社区O2O的发展现状、发展特点以及存在的问题,指出目前我国社区银行O2O在实践中产生了两种模式,即以招行、华润银行为代表的“泛社区化”模式和以民生银行、平安银行为代表的“最后一公里”社区综合服务平台模式。从第四章至第七章,本文利用SWOT分析法,详细分析了我国商业银行开展社区银行O2O具有的优势、劣势、机遇和挑战。优势方面主要分为资源优势和能力优势;劣势分为产品服务缺陷和运营能力缺陷;机遇分为宏观发展环境机遇和市场需求机遇;挑战分为社区O2O从业者面临的共同挑战和商业银行面临的独特挑战。最后在第八章,本文得出四项结论并对我国社区银行O2O模式未来的发展提出两条建议。
[Abstract]:At present, China's commercial banks are in an important period of change: from public business to retail business. During this period of change, commercial banks, on the one hand, actively engaged in channel innovation and reconsidered the establishment of outlets; on the other hand, they frequently engaged in cross-border operations, especially in the areas of e-commerce and life services. Since the second half of 2014, As the community O 2 O 2 O 2 market burst, commercial banks began to push into the local life service market. Community bank and community O _ 2O, two new things that belong to different fields, come together gradually, and the new mode of community bank O _ 2O is born. There are eight chapters in this paper. In the first chapter, this paper reviews the related literatures of community banking and O 2O e-commerce both at home and abroad. The second chapter clarifies the concepts of community bank and community O 2O, and tries to define the community bank O 2O model. In the third chapter, this paper analyzes the development status, characteristics and existing problems of community bank and community O2O in China, and points out that there are two modes of O2O in practice in our country, that is, recruiting bank. China Resources Bank as the representative of the "Pan Community" model and Minsheng Bank, Ping an Bank as the representative of the "last kilometer" community integrated service platform model. From Chapter 4 to Chapter 7, this paper analyzes in detail the advantages, disadvantages, opportunities and challenges of the community bank O2O in China's commercial banks by means of SWOT analysis. The advantages are divided into resource advantage and capability advantage, inferior position is divided into product service defect and operation ability defect, opportunity is divided into macro development environment opportunity and market demand opportunity. The challenges are divided into common challenges faced by community O 2O practitioners and unique challenges faced by commercial banks. Finally, in Chapter 8, this paper draws four conclusions and puts forward two suggestions for the future development of the O2O model of community banks in China.
【学位授予单位】：对外经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.3

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