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论文编号：	10323
作者编号：	2120162846
上传时间：	2018/12/5 22:45:43
中文题目：	互联网金融背景下ZG银行天津市分行转型策略研究
英文题目：	Research on transformation strategy of Bank of ZG Tianjin branch under the background of Internet Finance
指导老师：	牛建波
中文关键字：	互联网金融；商业银行；转型发展
英文关键字：	Internet Finance; Bank; Transformation strategy
中文摘要：	随着我国互联网产业的飞速发展，基于互联网+金融的新兴业态应运而生。各大互联网巨头纷纷布局金融领域，试图将自身的客户优势、数据优势转化为市场竞争的有力武器。通过对客户交易数据的分析，构建相应的客户画像，互联网金融公司可实现对客户的精准营销，这给传统金融业尤其是商业银行带来了极大冲击，客户来源进一步萎缩。随着移动互联网和智能手机的普及，阿里巴巴、京东等互联网金融公司更是利用自身在支付领域的市场优势，使清算资金绕开商业银行体系，推动我国迈向无现金社会，金融脱媒效应明显。与互联网企业在金融领域的飞速发展相对比，我国商业银行在互联网金融领域的发展明显偏慢，市场份额被步步蚕食。因此，传统商业银行在互联网金融背景下如何进行业务转型具有重大研究意义。ZG银行作为四大国有控股商业银行，资产规模及企业架构在传统银行业中具有较强代表性。本文试图通过对该银行内外部环境的分析，找出该行在获客渠道，产品创新，科技水平等领域的不足，进而提出相关转型方案。 本文共分为六个章节，利用实证研究方法，以ZG银行天津市分行为主要研究对象，分析互联网金融对传统商业银行资产业务、负债业务、支付业务的影响。第一章导论对本文选题背景、研究内容及方法做了说明。第二章相关文献及理论综述部分对国内学者在互联网金融领域及互联网金融背景下商业银行转型策略的相关研究进行了总结归纳。第三章主要研究互联网金融背景下ZG银行天津市分行发展现状及存在的问题。第四章针对ZG银行天津市分行存在的问题，结合该行内部资源和发展战略，提出在营销方式、产品创新、获客渠道等方面的转型建议。第五章主要分析为完成转型在技术支持，资源配置，内部管理等领域需提供的保证因素。第六章对全文进行总结，提出研究结论，并对未来研究方向提出展望。
英文摘要：	With the rapid development of China's internet industry, the new business format based on Internet + finance arises at the historic moment. Major Internet companies have been laying out the financial field, trying to turn their own customer advantage, data advantage into a powerful weapon in market competition. Through the analysis of customer transaction data and the construction of corresponding customer portraits, Internet financial companies can achieve accurate marketing of customers, which has brought great impact to the traditional financial industry, especially commercial banks, and further shrink the source of customers. With the popularity of mobile internet and smart phones, Alibaba, Jingdong and other internet financial companies are taking advantage of their own market advantages in the field of payment, so that liquidation funds bypass the commercial bank system, and promote our country to a cashless society, the financial disintermediation effect is obvious. Compared with the rapid development of internet enterprises in the field of finance, the development of Chinese commercial banks in the field of internet finance is obviously slow, and the market share is eroded step by step. Therefore, it is of great significance for traditional commercial banks to conduct business transformation under the background of internet finance. As the four state-owned holding commercial banks, ZG Bank has a strong representation in the traditional banking industry in terms of asset scale and enterprise structure. This thesis tries to find out the shortcomings of the state-owned banks in the areas of access channels, product innovation, scientific and technological level through the analysis of the internal and external environment of the bank, and then puts forward relevant transformation plans. This thesis is divided into six chapters, using empirical research methods, ZG Bank Tianjin Branch of the main research object, analysis of the impact of Internet Finance on traditional commercial banks asset business, debt business, payment business. The first chapter introduces the background, contents and methods of the topic. In the second chapter, the relevant literature and theoretical review summarize the domestic scholars' research on the transformation of commercial banks in the field of Internet finance and the background of Internet finance. The third chapter mainly studies the development status and existing problems of ZG Bank Tianjin Branch under the background of Internet finance. In the fourth chapter, according to the problems existing in the Tianjin Branch of ZG Bank, combining with its internal resources and development strategy, the author puts forward some suggestions on the transformation of marketing mode, innovative mode and the channel of getting customers. The fifth chapter mainly analyzes the guarantee factors in technical support, resource allocation and internal management to complete the transformation. The sixth chapter summarizes the full text, puts forward the research conclusions, and looks forward to the future research direction.
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