本文選題：工商銀行 + 基層網(wǎng)點(diǎn)��； 參考：《華中師范大學(xué)》2016年碩士論文

【摘要】：隨著近幾年移動通信資費(fèi)的大幅下降,智能終端設(shè)備的進(jìn)一步普及,我國已全面進(jìn)入4G商用時(shí)代。據(jù)CINIC數(shù)據(jù)統(tǒng)計(jì),我國手機(jī)網(wǎng)民占網(wǎng)民比例已超過九成。以阿里巴巴、騰訊為首的互聯(lián)網(wǎng)企業(yè)依靠長期積累的信息技術(shù)優(yōu)勢,用戶規(guī)模已非常龐大。在此基礎(chǔ)上,互聯(lián)網(wǎng)企業(yè)逐漸地把服務(wù)擴(kuò)展到第三方支付、投資理財(cái)、P2P信貸等金融領(lǐng)域,并依靠創(chuàng)新不斷蠶食傳統(tǒng)商業(yè)銀行的業(yè)務(wù)。面對互聯(lián)網(wǎng)金融浪潮的挑戰(zhàn),傳統(tǒng)商業(yè)銀行紛紛進(jìn)行改革,開展互聯(lián)網(wǎng)金融業(yè)務(wù),工行在國內(nèi)第一個發(fā)布了完整的互聯(lián)網(wǎng)金融戰(zhàn)略,顯示了工行發(fā)展互聯(lián)網(wǎng)金融的決心。但總體而言,工行應(yīng)對互聯(lián)網(wǎng)金融的改革還處于比較初級的階段,已經(jīng)發(fā)布的互聯(lián)網(wǎng)金融產(chǎn)品也只是原來網(wǎng)上銀行、手機(jī)銀行、網(wǎng)上商城等業(yè)務(wù)的簡單整合與重新包裝。雖然目前國內(nèi)對傳統(tǒng)商業(yè)銀行該如何發(fā)展互聯(lián)網(wǎng)金融業(yè)務(wù)的研究很多,但是絕大部分是基于總行、分行層面來考慮的,所提出的策略、研發(fā)的產(chǎn)品大多借鑒于優(yōu)秀互聯(lián)網(wǎng)金融企業(yè),因此,針對當(dāng)前這種狀態(tài),本文選擇工行A支行作為研究對象,對國有商業(yè)銀行基層網(wǎng)點(diǎn)互聯(lián)網(wǎng)金融業(yè)務(wù)發(fā)展策略進(jìn)行研究,具有重要的理論意義和現(xiàn)實(shí)意義。本文首先闡述了國有商業(yè)銀行基層網(wǎng)點(diǎn)互聯(lián)網(wǎng)金融業(yè)務(wù)發(fā)展的背景和意義,國內(nèi)外互聯(lián)網(wǎng)金融的研究現(xiàn)狀,以及本文的研究內(nèi)容和研究方法；接著進(jìn)一步闡述了互聯(lián)網(wǎng)金融的基本概念、主要模式及衍生產(chǎn)品,并給出了本文對互聯(lián)網(wǎng)金融的理解和定義,并在此基礎(chǔ)上,對國內(nèi)外互聯(lián)網(wǎng)金融業(yè)務(wù)發(fā)展動向給予了簡要說明；然后針對工商銀行及其A支行的互聯(lián)網(wǎng)金融業(yè)務(wù)發(fā)展?fàn)顩r進(jìn)行了描述,并采用SWOT分析法,對工行A支行互聯(lián)網(wǎng)金融業(yè)務(wù)的發(fā)展進(jìn)行了詳細(xì)剖析,由此而得到A支行互聯(lián)網(wǎng)金融業(yè)務(wù)的SWOT矩陣,研究出W0戰(zhàn)略是A支行的最佳選擇；最后,基于前面的研究,指出A支行應(yīng)緊密跟隨工行e-ICBC互聯(lián)網(wǎng)升級發(fā)展戰(zhàn)略,重點(diǎn)發(fā)展移動金融業(yè)務(wù),并從產(chǎn)品、客戶、服務(wù)和管理等多方面提出了具體的應(yīng)對策略。
[Abstract]:With the rapid decrease of mobile communication charges and the further popularization of intelligent terminal devices, China has entered the 4G commercial era. According to CINIC statistics, mobile phone users account for more than 90% of Internet users. Internet enterprises led by Alibaba, Tencent rely on long-term accumulation of information technology advantages, the scale of users has been very large. On this basis, Internet enterprises gradually expand their services to the third party payment, investment and financing, P2P credit and other financial fields, and rely on innovation to constantly encroach on the business of traditional commercial banks. In the face of the challenge of the Internet finance tide, the traditional commercial banks have carried on the reform one after another to carry out the Internet finance business. ICBC first issued the complete Internet finance strategy in China, which shows ICBC's determination to develop the Internet finance. But in general, ICBC's response to the reform of Internet finance is still in its infancy, and the Internet financial products that have been released are only the simple integration and repackaging of the original online banking, mobile banking, online shopping mall, and so on. Although there are many domestic studies on how traditional commercial banks should develop Internet financial services, most of them are based on the consideration of the head office and branch level, and the strategies put forward. Most of the products developed are for reference to excellent Internet financial enterprises. Therefore, in view of the current situation, this paper chooses ICBC Sub-Branch A as the research object, and studies the development strategy of Internet financial business at the grass-roots network of state-owned commercial banks. It has important theoretical and practical significance. Firstly, this paper expounds the background and significance of the development of Internet finance business at the grass-roots network of state-owned commercial banks, the current research situation of Internet finance at home and abroad, and the research contents and research methods of this paper. Then the basic concepts, main models and derivative products of Internet finance are further elaborated, and the understanding and definition of Internet finance in this paper are given, and on this basis, The development trend of Internet financial business at home and abroad is briefly explained, and then the development of Internet financial business of ICBC and its branch A is described, and the SWOT analysis method is used. This paper analyzes the development of ICBC branch A's Internet financial business in detail, and then obtains the SWOT matrix of A branch's Internet financial business, and finds out that W0 strategy is the best choice for A branch. Finally, based on the previous research, It is pointed out that Branch A should closely follow ICBC e-ICBC 's strategy of Internet upgrading and development, focus on the development of mobile financial services, and put forward concrete countermeasures from the aspects of products, customers, services and management.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：F832.2

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