本文關(guān)鍵詞：A國(guó)有商業(yè)銀行發(fā)展互聯(lián)網(wǎng)金融的策略研究　出處：《華僑大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：近些年來(lái),伴隨著網(wǎng)絡(luò)科學(xué)技術(shù)的快速發(fā)展,第三方支付、互聯(lián)網(wǎng)借貸、眾籌融資等具有代表性的互聯(lián)網(wǎng)金融模式異軍突起。2015年,中國(guó)的第三方支付市場(chǎng)總規(guī)模超過(guò)11萬(wàn)億元,同比增幅達(dá)到47%;互聯(lián)網(wǎng)借貸的體量也急劇增加,交易金額達(dá)到11800億元,對(duì)比同期增2.59倍……互聯(lián)網(wǎng)金融持續(xù)的快速發(fā)展正不斷改變著人們的金融服務(wù)需求與消費(fèi)習(xí)慣,猛烈地沖擊A國(guó)有商業(yè)銀行傳統(tǒng)的營(yíng)運(yùn)模式,將來(lái)會(huì)面臨龐大的市場(chǎng)空間。在新形勢(shì)下,A國(guó)有商業(yè)銀行應(yīng)當(dāng)如何順勢(shì)發(fā)展互聯(lián)網(wǎng)金融,實(shí)現(xiàn)業(yè)務(wù)可持續(xù)發(fā)展尤為值得探究。從1999年起,A銀行已推介出個(gè)人網(wǎng)銀、掌銀以及“E商管家”等網(wǎng)絡(luò)金融業(yè)務(wù)和平臺(tái),并取得了一定的成功。但在新形勢(shì)下,A銀行還是依舊面臨各類挑戰(zhàn),需積極轉(zhuǎn)型創(chuàng)新,大力拓展互聯(lián)網(wǎng)金融業(yè)務(wù)。本文章在剖析互聯(lián)網(wǎng)金融的發(fā)展特征、現(xiàn)狀和形勢(shì),A國(guó)有商業(yè)銀行發(fā)展網(wǎng)絡(luò)金融的宏觀環(huán)境的基礎(chǔ)上,分析了A銀行發(fā)展互聯(lián)網(wǎng)金融的優(yōu)勢(shì)和所面臨的問(wèn)題和難點(diǎn),認(rèn)為在互聯(lián)網(wǎng)新形勢(shì)下,A銀行應(yīng)該要全面地提升品牌形象、根據(jù)客戶的需求去提升客戶體驗(yàn)感、適應(yīng)線上特點(diǎn)來(lái)創(chuàng)新營(yíng)銷模式、加速互聯(lián)網(wǎng)金融與“服務(wù)三農(nóng)”相結(jié)合以及后臺(tái)保障等措施來(lái)積極發(fā)展互聯(lián)網(wǎng)金融,實(shí)現(xiàn)業(yè)務(wù)的可持續(xù)發(fā)展。
[Abstract]:In recent years, with the rapid development of network technology, the third party payment, Internet lending, financing the public representative of the Internet financial model.2015 Chinese the A new force suddenly rises. years, the third party payment of the total market size of more than 11 trillion yuan, an increase of 47%; the Internet lending volume has increased dramatically, the transaction amounted to $11800 yuan, compared to the same period increased 2.59 times. The rapid development of Internet banking continued is changing the financial service demand and consumption habits of the people, lashing the traditional A mode of operation of the state-owned commercial banks, the future will face a huge market space. In the new situation, A of state-owned commercial banks should be how to take advantage of the development of Internet banking, to achieve the sustainable development of the business is worth exploring. From 1999 onwards, A bank has a promotion of personal banking, palm silver and E manufacturers steward and other network financial business of peace Taiwan, and have achieved some success. But in the new situation, A bank still faces various challenges, need to actively transition and innovation, vigorously expand Internet financial services. This article in the analysis of characteristics of the development of Internet banking, the present situation, the basic macroeconomic environment A financial development network of state-owned commercial bank, analyzes the the development of Internet Banking Bank A the advantages and the problems and difficulties in the Internet, that under the new situation, A bank should comprehensively enhance the brand image, according to the needs of customers to improve customer experience, to adapt to the characteristics of online marketing model innovation, accelerate the Internet financial and "three rural service" and the combination of the background security etc. positive measures to the development of Internet banking, and realize the sustainable development of the business.

【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.33;F724.6

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