本文關(guān)鍵詞：我國(guó)城市商業(yè)銀行網(wǎng)上銀行業(yè)務(wù)拓展對(duì)策分析　出處：《山東大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：在全球金融一體化、信息化的背景下金融業(yè)競(jìng)爭(zhēng)日趨激烈,網(wǎng)上銀行業(yè)務(wù)已經(jīng)成為各商業(yè)銀行競(jìng)爭(zhēng)的焦點(diǎn),網(wǎng)上銀行的發(fā)展成熟程度、安全性、方便性已成為各銀行占有市場(chǎng)的重要法寶。雖然網(wǎng)上銀行在我國(guó)的發(fā)展時(shí)間不是很長(zhǎng),但經(jīng)過(guò)幾年的發(fā)展已初具規(guī)模,網(wǎng)上銀行的普及率逐年提高。 本文以網(wǎng)上銀行發(fā)展的基本理論為基礎(chǔ),以城市商業(yè)銀行網(wǎng)上銀行發(fā)展的現(xiàn)狀為突破口,從網(wǎng)絡(luò)安全、顧客滿意度與忠誠(chéng)度、網(wǎng)上銀行收費(fèi)、網(wǎng)上銀行操作風(fēng)險(xiǎn)四個(gè)方面分析了我國(guó)城市商業(yè)銀行網(wǎng)上銀行業(yè)務(wù)發(fā)展中的影響因素,并結(jié)合金融業(yè)的電子化發(fā)展現(xiàn)狀,對(duì)城市商業(yè)銀行網(wǎng)上銀行業(yè)務(wù)的拓展提出了建議。本文分為五個(gè)部分： 第一章為緒論。包括論文的研究背景、研究意義和目的、網(wǎng)上銀行相關(guān)理論及本文的創(chuàng)新和不足。 第二章為城市商業(yè)銀行網(wǎng)上銀行發(fā)展現(xiàn)狀及存在的問(wèn)題。本章從網(wǎng)上銀行的定義及特點(diǎn)出發(fā),介紹了城市商業(yè)銀行網(wǎng)上銀行發(fā)展現(xiàn)狀,并在此基礎(chǔ)上分析了城市商業(yè)銀行網(wǎng)上銀行存在的問(wèn)題。 第三章為城市商業(yè)銀行網(wǎng)上銀行發(fā)展影響因素分析。本文從網(wǎng)絡(luò)安全、顧客滿意度與忠誠(chéng)度、網(wǎng)上銀行收費(fèi)、網(wǎng)銀操作風(fēng)險(xiǎn)四個(gè)方面分析了城市商業(yè)銀行網(wǎng)上銀行業(yè)務(wù)發(fā)展中的影響因素。在顧客滿意度與顧客忠誠(chéng)度方面,本文通過(guò)發(fā)放調(diào)查問(wèn)卷,采用描述性統(tǒng)計(jì)方法考察了齊魯銀行網(wǎng)上銀行業(yè)務(wù)的顧客滿意度與忠誠(chéng)度,問(wèn)卷調(diào)查結(jié)果是齊魯銀行網(wǎng)上銀行的顧客滿意度和忠誠(chéng)度較高,但仍存在網(wǎng)上銀行使用頻率較低、網(wǎng)站及服務(wù)有待改善等問(wèn)題,還對(duì)存在的問(wèn)題提出相關(guān)建議。 第四章為國(guó)外網(wǎng)上銀行業(yè)務(wù)分析。主要包括國(guó)外網(wǎng)上銀行業(yè)務(wù)發(fā)展介紹,并與國(guó)內(nèi)網(wǎng)上銀行業(yè)務(wù)發(fā)展進(jìn)行了比較,對(duì)國(guó)外網(wǎng)上銀行業(yè)務(wù)發(fā)展的先進(jìn)經(jīng)驗(yàn)進(jìn)行了總結(jié)。 第五章為城市商業(yè)銀行網(wǎng)上銀行業(yè)務(wù)拓展的對(duì)策。通過(guò)對(duì)城市商業(yè)銀行網(wǎng)上銀行影響因素的分析,結(jié)合當(dāng)前金融業(yè)電子化發(fā)展的新形勢(shì),提出了城市商業(yè)銀行網(wǎng)上銀行發(fā)展的建議,包括網(wǎng)絡(luò)安全、提高客戶滿意度與忠誠(chéng)度、改善網(wǎng)上銀行的盈利能力、規(guī)避操作風(fēng)險(xiǎn)四個(gè)方面。 本文的結(jié)論是：發(fā)展網(wǎng)上銀行對(duì)提高城市商業(yè)銀行的總體實(shí)力至關(guān)重要,我國(guó)城市商業(yè)銀行應(yīng)以此為契機(jī),加強(qiáng)網(wǎng)絡(luò)安全,提升服務(wù)意識(shí),在業(yè)務(wù)經(jīng)營(yíng)上真正體現(xiàn)以客戶為導(dǎo)向的經(jīng)營(yíng)理念,提高顧客的滿意度與忠誠(chéng)度,探索新型的網(wǎng)上銀行盈利模式,實(shí)現(xiàn)網(wǎng)上銀行從服務(wù)渠道向盈利中心的轉(zhuǎn)變,同時(shí)提高風(fēng)險(xiǎn)防控能力,規(guī)避新興業(yè)務(wù)帶來(lái)的操作風(fēng)險(xiǎn)。 本文可能的創(chuàng)新之處在于以顧客滿意度與忠誠(chéng)度為切入點(diǎn),提出城市商業(yè)銀行在網(wǎng)上銀行發(fā)展的初級(jí)階段應(yīng)關(guān)注并提高顧客滿意度與忠誠(chéng)度,培養(yǎng)潛在客戶,擴(kuò)大客戶正口碑的影響。另本文還注重網(wǎng)上銀行收費(fèi)問(wèn)題,因目前的研究很少涉及城市商業(yè)銀行網(wǎng)上銀行盈利能力,城市商業(yè)銀行在推行網(wǎng)上銀行,占領(lǐng)市場(chǎng)階段,往往忽視了網(wǎng)上銀行業(yè)務(wù)收入產(chǎn)生的效益,因此,網(wǎng)銀收費(fèi)也是本文的主要研究?jī)?nèi)容。 本文的不足之處在于由于網(wǎng)上銀行發(fā)展時(shí)間較短,數(shù)據(jù)獲取較難,缺少數(shù)據(jù)支持使實(shí)證分析顯得不足。 通過(guò)本文研究,希望能進(jìn)一步促進(jìn)我國(guó)城市商業(yè)銀行網(wǎng)上銀行業(yè)務(wù)發(fā)展,進(jìn)而促進(jìn)我國(guó)城市商業(yè)銀行網(wǎng)上銀行業(yè)務(wù)的市場(chǎng)競(jìng)爭(zhēng)力。
[Abstract]:In the global financial integration, informatization under the background of the financial industry is becoming increasingly fierce, Internet banking has become the focus of the competition of the commercial banks, Internet banking development maturity, safety, convenience has become an important weapon of the bank market share. Although the bank on the net in China's development time is not very long, but after several years of development has begun to take shape, the popularity rate of online banking is increasing year by year.
This paper is based on the basic theory of the development of Internet banking, to the current situation of the development of city commercial banks online banking as a breakthrough, from network security, customer satisfaction and customer loyalty, online banking fees, four aspects of online banking operational risk influence factor analysis of China's city commercial banks online banking business development, combined with the status quo of electronic the development of the financial industry, some suggestions on development of city commercial banks online banking is proposed. This paper is divided into five parts:
The first chapter is the introduction, including the background of the research, the significance and the purpose of the research, the related theories of online banking and the innovation and deficiency of this article.
The second chapter is the development status and existing problems of online banking of urban commercial banks. Based on the definition and characteristics of online banking, this paper introduces the development status of online banking of city commercial banks, and based on that, it analyzes the problems existing in online banking of city commercial banks.
The third chapter is the analysis of factors in the development of city commercial banks online banking. This article from the network security, customer satisfaction and customer loyalty, online banking fees, four aspects of online banking operation risk analysis the influence factors of city commercial banks online banking business development. In terms of customer satisfaction and customer loyalty, through the issuance of questionnaires, the customer satisfaction and loyalty study of Qilu bank online banking business by using the descriptive statistical method, the questionnaire survey result of Qilu bank online banking customer satisfaction and loyalty is high, but there are still online banking website and the low frequency of use, service needs to be improved, also puts forward some suggestions on the problems.
The fourth chapter is the analysis of foreign online banking business. It mainly includes the introduction of foreign Internet banking development, and compares with the development of online banking business in China, and summarizes the advanced experience of foreign Internet banking development.
The fifth chapter is the countermeasure of city commercial banks online banking business development. Through the analysis of factors affecting the city commercial banks online banking, combined with the new situation of the development of electronic banking, the city commercial banks online banking development proposals, including network security, improve customer satisfaction and loyalty, improve the online bank profitability avoid the four aspects of operational risk.
The conclusion is: the development of Internet banking to improve the overall strength of vital city commercial banks, city commercial banks in China should take this opportunity to strengthen network security, enhance service awareness, truly embodies the customer-oriented business philosophy, improve customer satisfaction and loyalty, to explore new profit model of Internet banking the realization of online banking services, change from the channel to the profit center, and improve risk control ability, to avoid operational risks emerging business brings.
The possible innovation of this paper is to customer satisfaction and loyalty as the starting point, the city commercial banks in the primary stage of the development of Internet banking should pay attention to and improve the customer satisfaction and customer loyalty, develop potential customers, expand the influence of word of mouth. Other customers are the focus of Internet Banking charges, because the current research rarely involves the profitability city commercial banks online banking, city commercial banks in the implementation of online banking, occupy the market stage, often ignore the Internet banking income benefits, therefore, the main research contents of this paper is the online banking fees.
The deficiency of this paper is that the data acquisition is difficult because of the short development time of the online bank, and the lack of data support makes the empirical analysis lack.
Through this study, we hope to further promote the development of online banking business of China's urban commercial banks, and further promote the competitiveness of China's urban commercial banks online banking business.

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2

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本文編號(hào)：1382096