發(fā)布時間：2018-05-05 08:14

  本文選題：中國建設(shè)銀行 + 善融商務(wù)�。� 參考：《山東大學》2014年碩士論文

【摘要】：在經(jīng)濟下行、利率市場化以及蓬勃發(fā)展的互聯(lián)網(wǎng)金融業(yè)務(wù)的形勢面前,銀行面臨巨大的生存壓力,各家商業(yè)銀行紛紛致力于在傳統(tǒng)的存貸款業(yè)務(wù)之外尋找新的利潤增長點,進軍電子商務(wù)領(lǐng)域成為它們面臨的巨大機遇和挑戰(zhàn),如何更好的發(fā)展具有金融特色的電子商務(wù)成為目前研究的熱點。現(xiàn)階段,研究銀行發(fā)展電子商務(wù)有著十分重要的理論和現(xiàn)實意義：一是可以探索銀行電子商務(wù)模式的特征,有利于電商經(jīng)濟學的學科全方位擴展,完善銀行電商管理理論；二是可以促進銀行業(yè)務(wù)的成功轉(zhuǎn)型。 本文首先介紹了傳統(tǒng)電商從商品服務(wù)向互聯(lián)網(wǎng)金融的拓展、銀行電商目前的發(fā)展模式,銀行電商發(fā)展的必要性和可行性；其次分析中國建設(shè)銀行“善融商務(wù)”的業(yè)務(wù)范圍、取得的成績和存在的問題；采用PEST分析法概括“善融商務(wù)”發(fā)展的宏觀環(huán)境,結(jié)合內(nèi)部環(huán)境的分析,和建設(shè)銀行發(fā)展“善融商務(wù)”的戰(zhàn)略定位和戰(zhàn)略愿景,明確提出了銀行做電商主要為了掌握電商平臺上大量的交易數(shù)據(jù),解決傳統(tǒng)信貸中銀行與企業(yè)信息不對稱的問題,通過SWOT分析模型提出建議采取的發(fā)展戰(zhàn)略規(guī)劃,即擴張發(fā)展戰(zhàn)略和錯位發(fā)展戰(zhàn)略；最后結(jié)合內(nèi)外部分析“善融商務(wù)”戰(zhàn)略實施的保障措施,提出加大電子商務(wù)金融服務(wù)創(chuàng)新思路,并得出結(jié)論：銀行發(fā)展電子商務(wù)的必要性和可行性決定了銀行必須大力發(fā)展電子商務(wù),一方面通過“量”的方面的擴張來強化優(yōu)勢的策略；另一方面利用自己在電商市場上的相對優(yōu)勢重點發(fā)展,即采取錯位發(fā)展戰(zhàn)略,才能真正形成新的經(jīng)營和盈利模式。 本文研究的電商企業(yè)、銀行電商數(shù)量較多,在實例篩選上選取了近年來發(fā)展較好且特點鮮明的電子商務(wù)企業(yè)以及五大銀行的電子商務(wù)平臺,這些實例可以基本展現(xiàn)現(xiàn)階段電子商務(wù)和金融電商行業(yè)的發(fā)展形態(tài)。結(jié)合善融商務(wù)發(fā)展面臨的內(nèi)、外部環(huán)境,在戰(zhàn)略選擇中通過使用PEST和SWOT分析工具,根據(jù)建設(shè)銀行戰(zhàn)略定位分析,得出建設(shè)銀行發(fā)展電子商務(wù)應(yīng)采取擴張發(fā)展戰(zhàn)略和錯位發(fā)展戰(zhàn)略,同時結(jié)合對信貸知識的掌握,對銀行電商區(qū)別于傳統(tǒng)電商最大的融資業(yè)務(wù)如何操作進行重點建議。筆者供職于中國建設(shè)銀行,對銀行面臨的環(huán)境有更深刻直接的感受,且親身從事過電子銀行業(yè)務(wù)的推廣與發(fā)展,使筆者在本文撰寫過程中對實例的選取、戰(zhàn)略的分析更有針對性。
[Abstract]:In the face of the economic downturn, marketization of interest rates and booming Internet financial business, banks are facing enormous pressure for survival. Commercial banks are devoting themselves to looking for new profit growth points in addition to the traditional deposit and loan business. It has become a great opportunity and challenge for them to enter the field of electronic commerce, and how to better develop the electronic commerce with financial characteristics has become a hot research topic at present. At the present stage, it is of great theoretical and practical significance to study the development of electronic commerce in banks. Firstly, it can explore the characteristics of the mode of electronic commerce of banks, which is conducive to the omnidirectional expansion of the subject of ecommerce economics and the perfection of the management theory of bank e-commerce. Second, it can promote the successful transformation of banking business. This paper first introduces the expansion of traditional e-commerce from commodity services to Internet finance, the current development model of bank e-commerce, the necessity and feasibility of bank e-commerce development, and then analyzes the business scope of China Construction Bank. Using PEST analysis method to summarize the macro environment of the development of "good financial commerce", combined with the analysis of internal environment, and the strategic orientation and strategic vision of the development of "good financial commerce" of China Construction Bank. It is clearly put forward that the main purpose of bank e-commerce is to master a large number of transaction data on the e-commerce platform, to solve the problem of asymmetric information between banks and enterprises in traditional credit, and to put forward the development strategy plan through SWOT analysis model. That is, expansion development strategy and dislocation development strategy; finally, combining with internal and external analysis of the implementation of the "good integration business" strategy, the paper puts forward the idea of increasing the innovation of electronic commerce financial service. The conclusion is as follows: the necessity and feasibility of the bank's development of electronic commerce determine the bank must vigorously develop the electronic commerce, on the one hand, through the expansion of "quantity" to strengthen the strategy of advantage; On the other hand, the new management and profit model can be formed by taking advantage of their relative advantages in the e-commerce market, that is, adopting the dislocation development strategy. The number of e-commerce enterprises studied in this paper is more than that of banks. In the selection of examples, the e-commerce enterprises which have developed well in recent years and the e-commerce platforms of the five major banks have been selected. These examples can basically show the development pattern of e-commerce and financial e-commerce at this stage. Combined with the internal and external environment facing the development of good finance business, through the use of PEST and SWOT analysis tools in the strategic choice, according to the strategic positioning analysis of China Construction Bank, It is concluded that the construction bank should adopt the expansion development strategy and the dislocation development strategy in the development of electronic commerce. At the same time, combining with the knowledge of credit, the paper puts forward some key suggestions on how to operate the biggest financing business which is different from the traditional ecommerce. I work in China Construction Bank, have a deeper and more direct feeling to the environment that the bank faces, and have personally engaged in the promotion and development of the electronic banking business, which makes the author choose the example in the process of writing this article. The analysis of strategy is more targeted.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.33;F724.6

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