本文選題：招商銀行 + SWOT態(tài)勢分析　； 參考：《廣東外語外貿(mào)大學(xué)》2017年碩士論文

【摘要】：互聯(lián)網(wǎng)的方便快捷,經(jīng)濟(jì)省時(shí)給金融領(lǐng)域的發(fā)展帶了質(zhì)的飛躍,其普及應(yīng)用在一定程度上使互聯(lián)網(wǎng)金融得到快速的發(fā)展�；ヂ�(lián)網(wǎng)企業(yè)利用其技術(shù)優(yōu)勢介入金融領(lǐng)域從事金融業(yè)務(wù),這一新興的金融模式具有成本低、效率高、覆蓋面廣、信息透明的特點(diǎn),眾多互聯(lián)網(wǎng)企業(yè)紛紛涉足第三方支付、網(wǎng)絡(luò)融資等領(lǐng)域。相比商業(yè)銀行等金融機(jī)構(gòu)的傳統(tǒng)經(jīng)營模式,互聯(lián)網(wǎng)金融模式有著許多優(yōu)勢和獨(dú)到之處,互聯(lián)網(wǎng)金融的迅猛發(fā)展弱化了商業(yè)銀行的傳統(tǒng)金融中介功能,商業(yè)銀行的中間業(yè)務(wù)收入也大受影響。互聯(lián)網(wǎng)金融從很多方面已經(jīng)影響和正在影響著商業(yè)銀行在金融市場中的經(jīng)營活動(dòng)和競爭行為。為防止被邊緣化,我國商業(yè)銀行只有進(jìn)行經(jīng)營模式的轉(zhuǎn)型,才能在激烈的金融市場競爭中立于不敗之地。傳統(tǒng)商業(yè)銀行陸續(xù)布局互聯(lián)網(wǎng)金融,除了將傳統(tǒng)的支付結(jié)算、理財(cái)融資業(yè)務(wù)電子化,同時(shí)不斷推出的創(chuàng)新產(chǎn)品,電商平臺(tái)、微信銀行、直銷銀行等等爭相出現(xiàn)在大眾視野。招商銀行于1987年成立于深圳經(jīng)濟(jì)特區(qū),多年來一直堅(jiān)持“科技立行”、“因您而變”的創(chuàng)新理念,在互聯(lián)網(wǎng)金融領(lǐng)域處于行業(yè)領(lǐng)先水平。因此,本文選取招商銀行作為案例,探索其在互聯(lián)網(wǎng)金融業(yè)務(wù)中的發(fā)展策略以及未來戰(zhàn)略部署。本文的研究思路是:首先介紹國內(nèi)外商業(yè)銀行發(fā)展互聯(lián)網(wǎng)金融的相關(guān)成果,接著介紹招商銀行的總體發(fā)展情況以及互聯(lián)網(wǎng)金融業(yè)務(wù)發(fā)展現(xiàn)狀并提出尚存的問題,以此為基礎(chǔ)對招商銀行發(fā)展互聯(lián)網(wǎng)金融進(jìn)行SWOT分析,最后提出招商銀行發(fā)展互聯(lián)網(wǎng)金融的策略:打造一個(gè)集銀行業(yè)務(wù)、電子商務(wù)、社交平臺(tái)為一體的社區(qū)直銷銀行體系,并在深入個(gè)性化服務(wù)不同客戶的同時(shí),積極與互聯(lián)網(wǎng)企業(yè)合作,以此對其他銀行發(fā)展互聯(lián)網(wǎng)金融提供深刻的現(xiàn)實(shí)指導(dǎo)意義。
[Abstract]:The convenience and rapidity of the Internet, the economy saves time has brought the qualitative leap to the development of the financial field, its popularizing application makes the Internet finance obtain the fast development to a certain extent. Internet enterprises take advantage of their technological advantages to intervene in the financial field to engage in financial business. This new financial model has the characteristics of low cost, high efficiency, wide coverage and transparent information. Many Internet enterprises have set foot in third-party payment. Network financing and other areas. Compared with the traditional business model of commercial banks and other financial institutions, the Internet financial model has many advantages and unique features. The rapid development of Internet finance weakens the traditional financial intermediary function of commercial banks. The intermediary business income of commercial bank is also greatly affected. Internet finance has affected and is affecting commercial banks' business activities and competitive behaviors in financial markets in many aspects. In order to prevent marginalization, commercial banks of our country can be in an invincible position in the fierce competition of financial market only through the transformation of management mode. Traditional commercial banks lay out Internet finance one after another, in addition to the traditional payment and settlement, financial services and financing electronic, at the same time, the continuous introduction of innovative products, e-commerce platforms, WeChat Bank, Direct selling Bank and so on are competing to appear in the public view. China Merchants Bank was founded in 1987 in Shenzhen Special Economic Zone, for many years has been adhering to the "science and technology," "because of your change" innovation concept, in the Internet finance industry leading level. Therefore, this paper selects China Merchants Bank as a case to explore its development strategy and future strategic deployment in Internet financial business. The research ideas of this paper are as follows: firstly, it introduces the related achievements of commercial banks at home and abroad in the development of Internet finance, then introduces the overall development of China Merchants Bank and the current situation of the development of Internet financial services and puts forward the remaining problems. On the basis of this, the SWOT analysis of China Merchants Bank's development of Internet finance is carried out. Finally, the strategy of China Merchants Bank's development of Internet finance is put forward: to create a community direct selling banking system which integrates banking business, electronic commerce and social platform. At the same time, it actively cooperates with Internet enterprises to provide practical guidance for other banks to develop Internet finance.
【學(xué)位授予單位】：廣東外語外貿(mào)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.33;F724.6

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