互联网金融环境下广东DG银行基金销售现状及对策研究

发布时间：2018-07-28 18:31

【摘要】：互联网以互动平台的方式打破了时空界限,使得人们能够在网络社会交流各种各样的信息。互联网在相继进入通讯业、零售业等领域以后,又渗透进了金融业。与传统金融行业相比,互联网金融的不同之处在于互联网金融是以大数据和云计算等技术为依托,以互联网、社交网络、移动互联网等工具作为媒介,使得部分传统金融业务在完全脱离传统意义上的金融中介机构的条件下,能够为用户提供信息透明度更高、运营成本更低、操作程序更加便捷、速度更快的金融服务。广东DG银行是一家老牌金融机构,经过六十多年的不断发展壮大。但是随着当今互联网金融时代的不断发展,大环境下都面临着一系列的考验,本文主要从关键部分国内外环境下手,来根据实际具体解析可以实行的措施,从而找到一条适合其自身发展的路径。本文研究采用文献研究法、经验总结法、案例分析法等方法对广东DG银行在互联网金融冲击下如何有效的开展基金销售业务,首先分析研究的背景和国内外研究现状,为本文研究奠定一定的理论基础;其次通过SWOT分析,对广东DG银行基金销售业务进行深入研究,对广东DG银行在基金销售业务中的优势、劣势、机会和威胁逐一进行分析和说明,找出其存在的不足,主要是存在业务流程僵化、运营成本较高、技术能力较弱、创新人才不足等问题;然后根据DG银行的劣势和不足之处提供具体对策进行改善,包括加强业务创新、更新技术支持、提升客户服务和完善风险管理和引进创新人才等方面,其中加强业务创新也是本文的重点描述之处,业务创新包括开展普惠金融、加强基金产品创新,将基金销售与余额理财相结合、大力推广基金销售手机端APP和推出智能投顾业务,实现广东DG银行在基金销售业务上的弯道超车。本文的研究本在进一步丰富银行基金销售理论研究体系的基础上,对广东DG银行基金销售提出建议,有利于广东DG银行的长期发展和提高销售业绩。
[Abstract]:The Internet breaks the boundaries of time and space by means of interactive platforms, enabling people to exchange various kinds of information in the network society. The Internet has penetrated into the financial sector after it has entered the communications, retail and other fields. The difference between Internet finance and traditional financial industry is that Internet finance is based on big data and cloud computing technology, with the Internet, social network, mobile Internet and other tools as the media. Some traditional financial services can provide users with higher information transparency, lower operating cost, more convenient operation procedures and faster financial services under the condition that some traditional financial services are completely divorced from the traditional financial intermediaries. Guangdong DG Bank is an established financial institution, after more than 60 years of continuous development and growth. However, with the continuous development of the Internet financial age, the general environment is facing a series of tests. This paper mainly starts from the key parts of the domestic and foreign environment to analyze the measures that can be carried out according to the actual situation. In order to find a suitable path for its own development. This article uses the literature research method, the experience summary method, the case analysis method and so on the method how to carry on the fund sale business effectively under the Internet financial impact of Guangdong DG bank, first analyzes the research background and the domestic and foreign research present situation. Secondly, through the SWOT analysis, the fund sales business of Guangdong DG bank is deeply studied, and the advantages and disadvantages of Guangdong DG bank in fund sales business are analyzed. The opportunities and threats are analyzed and explained one by one to find out its shortcomings, mainly the existence of ossified business processes, high operating costs, weak technical capacity, insufficient innovative personnel and so on. Then according to the disadvantages and shortcomings of DG Bank to provide specific countermeasures for improvement, including strengthening business innovation, updating technical support, improving customer service, improving risk management and introducing innovative talents, etc. Among them, strengthening business innovation is also the key part of this paper. Business innovation includes developing inclusive finance, strengthening fund product innovation, combining fund sales with balance management. Vigorously promote the fund sales mobile phone end APP and the introduction of smart investment business to achieve the Guangdong DG bank in the fund sales business detour overtaking. On the basis of further enriching the theoretical research system of bank fund sales, this paper puts forward some suggestions on the fund sales of Guangdong DG bank, which is conducive to the long-term development of Guangdong DG bank and the improvement of sales performance.
【学位授予单位】：深圳大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2

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