【摘要】：互聯(lián)網(wǎng)以互動(dòng)平臺(tái)的方式打破了時(shí)空界限,使得人們能夠在網(wǎng)絡(luò)社會(huì)交流各種各樣的信息�；ヂ�(lián)網(wǎng)在相繼進(jìn)入通訊業(yè)、零售業(yè)等領(lǐng)域以后,又滲透進(jìn)了金融業(yè)。與傳統(tǒng)金融行業(yè)相比,互聯(lián)網(wǎng)金融的不同之處在于互聯(lián)網(wǎng)金融是以大數(shù)據(jù)和云計(jì)算等技術(shù)為依托,以互聯(lián)網(wǎng)、社交網(wǎng)絡(luò)、移動(dòng)互聯(lián)網(wǎng)等工具作為媒介,使得部分傳統(tǒng)金融業(yè)務(wù)在完全脫離傳統(tǒng)意義上的金融中介機(jī)構(gòu)的條件下,能夠?yàn)橛脩籼峁┬畔⑼该鞫雀摺⑦\(yùn)營(yíng)成本更低、操作程序更加便捷、速度更快的金融服務(wù)。廣東DG銀行是一家老牌金融機(jī)構(gòu),經(jīng)過六十多年的不斷發(fā)展壯大。但是隨著當(dāng)今互聯(lián)網(wǎng)金融時(shí)代的不斷發(fā)展,大環(huán)境下都面臨著一系列的考驗(yàn),本文主要從關(guān)鍵部分國內(nèi)外環(huán)境下手,來根據(jù)實(shí)際具體解析可以實(shí)行的措施,從而找到一條適合其自身發(fā)展的路徑。本文研究采用文獻(xiàn)研究法、經(jīng)驗(yàn)總結(jié)法、案例分析法等方法對(duì)廣東DG銀行在互聯(lián)網(wǎng)金融沖擊下如何有效的開展基金銷售業(yè)務(wù),首先分析研究的背景和國內(nèi)外研究現(xiàn)狀,為本文研究奠定一定的理論基礎(chǔ);其次通過SWOT分析,對(duì)廣東DG銀行基金銷售業(yè)務(wù)進(jìn)行深入研究,對(duì)廣東DG銀行在基金銷售業(yè)務(wù)中的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)和威脅逐一進(jìn)行分析和說明,找出其存在的不足,主要是存在業(yè)務(wù)流程僵化、運(yùn)營(yíng)成本較高、技術(shù)能力較弱、創(chuàng)新人才不足等問題;然后根據(jù)DG銀行的劣勢(shì)和不足之處提供具體對(duì)策進(jìn)行改善,包括加強(qiáng)業(yè)務(wù)創(chuàng)新、更新技術(shù)支持、提升客戶服務(wù)和完善風(fēng)險(xiǎn)管理和引進(jìn)創(chuàng)新人才等方面,其中加強(qiáng)業(yè)務(wù)創(chuàng)新也是本文的重點(diǎn)描述之處,業(yè)務(wù)創(chuàng)新包括開展普惠金融、加強(qiáng)基金產(chǎn)品創(chuàng)新,將基金銷售與余額理財(cái)相結(jié)合、大力推廣基金銷售手機(jī)端APP和推出智能投顧業(yè)務(wù),實(shí)現(xiàn)廣東DG銀行在基金銷售業(yè)務(wù)上的彎道超車。本文的研究本在進(jìn)一步豐富銀行基金銷售理論研究體系的基礎(chǔ)上,對(duì)廣東DG銀行基金銷售提出建議,有利于廣東DG銀行的長(zhǎng)期發(fā)展和提高銷售業(yè)績(jī)。
[Abstract]:The Internet breaks the boundaries of time and space by means of interactive platforms, enabling people to exchange various kinds of information in the network society. The Internet has penetrated into the financial sector after it has entered the communications, retail and other fields. The difference between Internet finance and traditional financial industry is that Internet finance is based on big data and cloud computing technology, with the Internet, social network, mobile Internet and other tools as the media. Some traditional financial services can provide users with higher information transparency, lower operating cost, more convenient operation procedures and faster financial services under the condition that some traditional financial services are completely divorced from the traditional financial intermediaries. Guangdong DG Bank is an established financial institution, after more than 60 years of continuous development and growth. However, with the continuous development of the Internet financial age, the general environment is facing a series of tests. This paper mainly starts from the key parts of the domestic and foreign environment to analyze the measures that can be carried out according to the actual situation. In order to find a suitable path for its own development. This article uses the literature research method, the experience summary method, the case analysis method and so on the method how to carry on the fund sale business effectively under the Internet financial impact of Guangdong DG bank, first analyzes the research background and the domestic and foreign research present situation. Secondly, through the SWOT analysis, the fund sales business of Guangdong DG bank is deeply studied, and the advantages and disadvantages of Guangdong DG bank in fund sales business are analyzed. The opportunities and threats are analyzed and explained one by one to find out its shortcomings, mainly the existence of ossified business processes, high operating costs, weak technical capacity, insufficient innovative personnel and so on. Then according to the disadvantages and shortcomings of DG Bank to provide specific countermeasures for improvement, including strengthening business innovation, updating technical support, improving customer service, improving risk management and introducing innovative talents, etc. Among them, strengthening business innovation is also the key part of this paper. Business innovation includes developing inclusive finance, strengthening fund product innovation, combining fund sales with balance management. Vigorously promote the fund sales mobile phone end APP and the introduction of smart investment business to achieve the Guangdong DG bank in the fund sales business detour overtaking. On the basis of further enriching the theoretical research system of bank fund sales, this paper puts forward some suggestions on the fund sales of Guangdong DG bank, which is conducive to the long-term development of Guangdong DG bank and the improvement of sales performance.
【學(xué)位授予單位】：深圳大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2

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