建设银行江苏省分行移动金融发展战略研究

发布时间：2018-04-28 14:25

本文选题：移动金融 + 建设银行　；参考：《南京大学》2017年硕士论文

【摘要】：互联网自1987年进入中国以来,对传统观念和模式进行了巨大的冲击,成为影响社会发展的重要力量,中国的金融业也逐步进入互联网时代。近年来,智能手机和4G网络的普及,使人们又将目光转向移动互联网。以支付宝为代表的第三方电子支付在国家政策的引导和支持下,强势闯入金融领域,向传统银行提出挑战,迫使银行必须调整发展战略,推出对应的产品。随着战况的不断升级,移动金融得以迅速推广。中国建设银行是国有五大商业银行之一,拥有广泛的客户基础,能为客户提供全面的金融服务,也是国内最早推出手机银行业务、为客户提供移动金融服务的银行之一。江苏省分行作为一级分支机构,各项业务指标在系统内名列前茅,移动金融产品功能丰富,客户众多。随着同业竞争的不断加剧,产品同质化严重、活跃客户比例较低等现象,也在建行江苏省分行的移动金融业务中暴露出来。如何在激烈的竞争中脱颖而出,如何正视和解决目前移动金融业务发展遇到的问题,如何通过移动互联网实现传统银行业务的转型发展,中国建设银行江苏省分行应该如何推进移动金融业务,是本文旨在解决的问题。笔者首先对我国移动金融宏观环境进行了阐述,对建行江苏省分行移动金融产品的发展历程及现状进行了考察,指出目前是移动金融快速发展的最好时机,建行应发挥优势,全力推动渠道转型;接着,对江苏省分行内部环境进行了较为系统的分析,明确了其在移动金融业务发展中存在的主要问题,分析了问题产生的具体原因;然后,针对这些问题提出江苏省分行移动金融发展的战略规划,即利用"互联网+"的思维和技术,以客户为中心,从应用场景建设、活跃客户拓展、行业应用提升三个方面入手,打造建行牵头,建行、第三方金融服务商和客户为主体的金融生态系统;最后,通过强化激励、强化监督、强化培训等具体措施,保障战略的有效实施,并通过大数据分析,对实施效果进行评估与控制。建行江苏省分行移动金融的发展现状、存在问题和发展方向具有较强的代表性,希望本文提出的战略规划,能对国内银行业移动金融的业务发展提供一定的参考价值和促进意义。
[Abstract]:Since the Internet entered China in 1987, it has made a huge impact on the traditional concepts and models, and has become an important force affecting the development of society. China's financial industry has also gradually entered the Internet era. In recent years, with the popularity of smartphones and 4G networks, people turn their attention to mobile Internet. Under the guidance and support of the national policy, the third party electronic payment represented by Alipay entered the financial field, challenged the traditional banks, and forced the banks to adjust their development strategies and launch corresponding products. With the continuous escalation of the war, mobile finance can be rapidly promoted. China Construction Bank (CCB) is one of the five state-owned commercial banks, which has a broad customer base and can provide comprehensive financial services to customers. It is also one of the first banks in China to launch mobile banking business and provide mobile financial services to customers. Jiangsu Branch as a branch of the first class, the business indicators in the system is among the highest, mobile financial products rich in function, numerous customers. With the intensification of interbank competition, the homogeneity of products and the low proportion of active customers are also exposed in the mobile finance business of CCB Jiangsu Branch. How to stand out in the fierce competition, how to face and solve the problems encountered in the development of mobile financial business, how to realize the transformation and development of the traditional banking business through the mobile Internet, This paper aims to solve the problem of how to promote mobile finance business in Jiangsu Branch of China Construction Bank. Firstly, the author expounds the macro environment of mobile finance in China, investigates the development course and present situation of mobile financial products in China Construction Bank Jiangsu Branch, and points out that the best opportunity for rapid development of mobile finance is that CCB should give full play to its advantages. Then, the author makes a systematic analysis of the internal environment of Jiangsu Branch, clarifies the main problems in the development of mobile financial services, and analyzes the specific reasons for the problems. Aiming at these problems, this paper puts forward the strategic plan for the development of mobile finance in Jiangsu Branch, that is, using the thinking and technology of "Internet", taking the customer as the center, starting with the construction of application scene, the active customer development, and the promotion of industry application. To create a financial ecosystem led by CCB, CCB, third-party financial service providers and customers; finally, to ensure the effective implementation of the strategy through specific measures such as strengthening incentives, strengthening supervision and strengthening training, and through big data's analysis, Evaluate and control the effect of implementation. The present situation, problems and development direction of mobile finance in Jiangsu Branch of CCB are representative. I hope that the strategic plan proposed in this paper, It can provide some reference value and promote significance for the development of mobile finance in domestic banking.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.33

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