A国有商业银行发展互联网金融的策略研究

发布时间：2018-01-04 14:50

本文关键词：A国有商业银行发展互联网金融的策略研究　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：近些年来,伴随着网络科学技术的快速发展,第三方支付、互联网借贷、众筹融资等具有代表性的互联网金融模式异军突起。2015年,中国的第三方支付市场总规模超过11万亿元,同比增幅达到47%;互联网借贷的体量也急剧增加,交易金额达到11800亿元,对比同期增2.59倍……互联网金融持续的快速发展正不断改变着人们的金融服务需求与消费习惯,猛烈地冲击A国有商业银行传统的营运模式,将来会面临庞大的市场空间。在新形势下,A国有商业银行应当如何顺势发展互联网金融,实现业务可持续发展尤为值得探究。从1999年起,A银行已推介出个人网银、掌银以及“E商管家”等网络金融业务和平台,并取得了一定的成功。但在新形势下,A银行还是依旧面临各类挑战,需积极转型创新,大力拓展互联网金融业务。本文章在剖析互联网金融的发展特征、现状和形势,A国有商业银行发展网络金融的宏观环境的基础上,分析了A银行发展互联网金融的优势和所面临的问题和难点,认为在互联网新形势下,A银行应该要全面地提升品牌形象、根据客户的需求去提升客户体验感、适应线上特点来创新营销模式、加速互联网金融与“服务三农”相结合以及后台保障等措施来积极发展互联网金融,实现业务的可持续发展。
[Abstract]:In recent years, with the rapid development of network technology, the third party payment, Internet lending, financing the public representative of the Internet financial model.2015 Chinese the A new force suddenly rises. years, the third party payment of the total market size of more than 11 trillion yuan, an increase of 47%; the Internet lending volume has increased dramatically, the transaction amounted to $11800 yuan, compared to the same period increased 2.59 times. The rapid development of Internet banking continued is changing the financial service demand and consumption habits of the people, lashing the traditional A mode of operation of the state-owned commercial banks, the future will face a huge market space. In the new situation, A of state-owned commercial banks should be how to take advantage of the development of Internet banking, to achieve the sustainable development of the business is worth exploring. From 1999 onwards, A bank has a promotion of personal banking, palm silver and E manufacturers steward and other network financial business of peace Taiwan, and have achieved some success. But in the new situation, A bank still faces various challenges, need to actively transition and innovation, vigorously expand Internet financial services. This article in the analysis of characteristics of the development of Internet banking, the present situation, the basic macroeconomic environment A financial development network of state-owned commercial bank, analyzes the the development of Internet Banking Bank A the advantages and the problems and difficulties in the Internet, that under the new situation, A bank should comprehensively enhance the brand image, according to the needs of customers to improve customer experience, to adapt to the characteristics of online marketing model innovation, accelerate the Internet financial and "three rural service" and the combination of the background security etc. positive measures to the development of Internet banking, and realize the sustainable development of the business.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.33;F724.6

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