【作者】 牧春辉；

【导师】 王超美；

【作者基本信息】 郑州大学 ， 工商管理硕士（专业学位）， 2018， 硕士

【摘要】 互联网金融具有传统理财行业不可比拟的营销优势,比如准入门槛低,方便快捷,更新速度快,注重客户体验以及成本低廉等。另外互联网金融拥有巨大的潜在市场空间,日新月异的迭代速度,强大的融合渗透能力,普惠制的金融服务方式和广泛的客户资源覆盖面等竞争能力,所以互联网金融一经出现便风靡中国,成为金融市场的宠儿。在移动支付、手机银行、P2P平台、网络众筹等互联网金融业务在我国蓬勃发展的时候,由此产生了一种创新方面的金融模式的互联网金融。它的产生打破了传统理财在市场当中的运行和经营模式。在互联网金融蓬勃发展的背景下,商业银行会面临怎样的挑战和机遇,这些都是我们亟待研究和讨论的问题。本文在这一研究背景下,首先对互联网金融的国内外发展、研究成果进行论述,分析互联网金融业务的优势与不足;从财富管理业务的定义、国内外财富管理业务的现状、发展的特点进行论述,找出目前中国银行财富管理业务面临的挑战;通过资料收集,分别分析招商银行、平安银行以及微众银行对于互联网金融模式下财富管理业务的发展探索,通过两家典型商业银行目前财富业务互联网化的探索的经验,结合微众银行的个人财富管理业务发展,发现适合中国银行财富管理业务发展的互联网金融模式;运用4C营销策略,通过上文分析的中国银行HN省分行财富管理业务存在的不足及互联网金融的优势,寻找出互联网金融在中国银行财富业务发展中值得借鉴的地方,并提出改进和完善中国银行HN分行个人财富管理业务的建议和措施。更多还原

【Abstract】 Compared with traditional financial industry,internet finance has the marketing advantages,such as low barriers to entry,convenient and efficient,strong innovation ability,emphasis on customer experience and low cost,etc.What’s more,internet finance has huge potential market space,rapid updating speed,strong fusion and penetration ability,widely available financial services and extensive coverage of customer resources.Due to the above competition edges,the Internet finance has become so popular and even the darling of the financial markets.With the booming of some internet companies’ financial business such as mobile payment,mobile banking,P2 P internet loaning and lending platform,internet insurance,internet fund raise in China,a new mode of Internet financial innovation has thus appeared,which broke the financial management mode and operation pattern of traditional finance in the market.In the context of the vigorous development of the Internet finance,what challenges and opportunities will commercial banks face is worth of our urgent study and discussion.Against this research background,this paper,first of all,does a literature review of the development and research results of the Internet finance at home and abroad,as well as an analysis of advantages and disadvantages of Internet banking business;By explicating the definition of wealth management business,the status quo and characters of wealth management business at home and abroad,this paper tries to find out the challenges currently faced by wealth management business sector of Bank of China;Through data collection,analysis on the development and exploration of wealth management business in the mode of Internet Finance is conducted in China Merchants bank,Ping An bank and Wei Zhong Bank.Considering the exploration experience on wealth business internetization in these two typical commercial banks and the wealth management business development of the micro individual bank,suitable Internet financial mode for wealth management business development of Bank of China is discovered;according to the above-analyzed defects in the wealth management business in Bank of China and advantages of the Internet Finance,it is expected to figure out ways on how Bank of China wealth business should benefit itself from the advantages of Internet finance,and put forward suggestions and measures for improving and perfecting the bank of China personal wealth management business.更多还原