本文關(guān)鍵詞： 重慶農(nóng)村商業(yè)銀行 移動金融 發(fā)展戰(zhàn)略　出處：《重慶師范大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著移動互聯(lián)網(wǎng)技術(shù)的飛速發(fā)展,智能移動終端的快速普及,金融消費者越來越希望能夠通過手上的移動設(shè)備來滿足更多的金融服務(wù)需求,于是移動支付、互聯(lián)網(wǎng)金融相繼出現(xiàn),有效滿足了消費者的需求。同時,這些創(chuàng)新和變化也在改變著金融行業(yè)的服務(wù)模式,演變出了全新的移動金融。本文認為,移動金融是使用移動智能終端通過無線互聯(lián)網(wǎng)技術(shù)進行金融管理的金融產(chǎn)品服務(wù)。它突破了傳統(tǒng)金融服務(wù)在空間和時間上的限制,使人們可以隨時隨地享受優(yōu)質(zhì)高效的金融服務(wù),市場需求十分巨大,因此,移動金融是金融業(yè)未來發(fā)展的必然趨勢。目前我國移動金融尚處于起步階段,各類產(chǎn)品都是以移動支付為主,在這方面支付寶和微信支付等第三方支付機構(gòu)占據(jù)了主要市場,移動通信運營商借助其龐大的用戶群體也占據(jù)了一席之地。同時隨著互聯(lián)網(wǎng)金融與移動終端的加速融合不斷催生出大量新型金融業(yè)務(wù)需求,商業(yè)銀行已不再是客戶辦理存款、貸款、結(jié)算業(yè)務(wù)的唯一途徑,這對商業(yè)銀行在移動金融環(huán)境下的客戶營銷、交易操作、業(yè)務(wù)發(fā)展、風(fēng)控管理模式等都提出了新的要求和挑戰(zhàn)。現(xiàn)階段我國農(nóng)村金融機構(gòu)改革步伐加快,本文之所以選擇重慶農(nóng)村商業(yè)銀行作為研究對象,也是因為該行是重慶本土的銀行,在重慶地區(qū)物理網(wǎng)點覆蓋范圍最廣、從業(yè)人員最多、資產(chǎn)規(guī)模最大,是我國首家上市的農(nóng)村商業(yè)銀行。在傳統(tǒng)金融領(lǐng)域具有無可比擬的優(yōu)勢,但是這些優(yōu)勢在移動金融時代已經(jīng)被弱化,在一定程度上甚至?xí)D(zhuǎn)化為劣勢。研究該行應(yīng)對移動金融的發(fā)展戰(zhàn)略,對于區(qū)域性商業(yè)銀行具有一定的理論和實踐意義。本文正是在此背景下,從銀行的角度出發(fā),通過科學(xué)的研究方法和思路,歸納總結(jié)了移動金融的內(nèi)涵、梳理了其發(fā)展背景和框架,分析了其發(fā)展現(xiàn)狀以及對商業(yè)銀行的影響,最后懫用SWOT模型分析了重慶農(nóng)村商業(yè)銀行在移動金融環(huán)境下的優(yōu)勢和劣勢、機遇和挑戰(zhàn),提出了相應(yīng)的發(fā)展戰(zhàn)略,希望為重慶農(nóng)村商業(yè)銀行應(yīng)對移動金融的發(fā)展提供一些參考。
[Abstract]:With the rapid development of mobile Internet technology and the rapid popularity of smart mobile terminals, financial consumers increasingly hope to meet more financial service needs through mobile devices, so mobile payment. Internet finance has emerged one after another, effectively meet the needs of consumers. At the same time, these innovations and changes are also changing the service model of the financial industry, evolving a new mobile finance. Mobile finance is a kind of financial product service which uses mobile intelligent terminal to manage finance through wireless Internet technology. It breaks through the limitation of traditional financial service in space and time. So that people can enjoy high-quality and efficient financial services anytime, anywhere, the market demand is very huge, therefore, mobile finance is the inevitable trend of the future development of the financial industry. At present, mobile finance in China is still in its infancy. All kinds of products are based on mobile payment, in which third-party payment organizations such as Alipay and WeChat Pay occupy the main market. With the help of its huge user group, mobile communication operators have also occupied a place. At the same time, with the rapid integration of Internet finance and mobile terminals, a large number of new financial business needs have been created. Commercial banks are no longer the only way for customers to handle deposits, loans and settlement, which is the only way for commercial banks to develop their customers' marketing, trading operations and business development in the mobile financial environment. Risk control management mode has put forward new requirements and challenges. At this stage, the pace of rural financial institutions reform in China has accelerated, the reason why this paper chose Chongqing Rural Commercial Bank as the research object. It is also because the bank is a local bank in Chongqing, the physical network in Chongqing has the most extensive coverage, the largest number of employees, the largest asset size. It is the first rural commercial bank listed in China. It has unparalleled advantages in the traditional financial field, but these advantages have been weakened in the era of mobile finance. To a certain extent, it will even be transformed into a disadvantage. To study the development strategy of the bank to deal with mobile finance has certain theoretical and practical significance for regional commercial banks. From the perspective of banks, through scientific research methods and ideas, summarized the connotation of mobile finance, combed its development background and framework, analyzed its development status and the impact on commercial banks. Finally, using SWOT model to analyze the advantages and disadvantages, opportunities and challenges of Chongqing Rural Commercial Bank in the mobile financial environment, and put forward the corresponding development strategy. Hope to provide some reference for Chongqing Rural Commercial Bank to deal with the development of mobile finance.
【學(xué)位授予單位】：重慶師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2

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