本文關(guān)鍵詞： 商業(yè)銀行 網(wǎng)上銀行 對(duì)策研究　出處：《廣西大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：上世紀(jì)90年代以來,隨著Internet在全球范圍的普及,以柜臺(tái)為主的傳統(tǒng)商業(yè)銀行經(jīng)營模式已逐漸無法適應(yīng)廣大客戶的需求。作為一種新的銀行經(jīng)營模式,網(wǎng)上銀行將商業(yè)銀行傳統(tǒng)業(yè)務(wù)與互聯(lián)網(wǎng)相結(jié)合,實(shí)現(xiàn)了全天候24小時(shí)的不間斷全方位服務(wù)。網(wǎng)上銀行以其便捷、強(qiáng)大的特性,有效填補(bǔ)了傳統(tǒng)銀行受各種限制無法或不便涉足相關(guān)業(yè)務(wù)的空白。因此,拓展網(wǎng)上銀行業(yè)務(wù)成為現(xiàn)代商業(yè)銀行業(yè)發(fā)展的必然趨勢(shì)。 自1998年我國招商銀行推出“一網(wǎng)通”網(wǎng)上銀行服務(wù)至今,國內(nèi)各大商業(yè)銀行不斷推進(jìn)自身網(wǎng)上銀行發(fā)展,我國網(wǎng)上銀行規(guī)模獲得迅速擴(kuò)張,業(yè)務(wù)功能不斷革新,競(jìng)爭(zhēng)優(yōu)勢(shì)日益凸顯。但是,受到源于內(nèi)部和外部(如第三方支付平臺(tái))等諸多因素的影響,國內(nèi)商業(yè)銀行網(wǎng)上銀行發(fā)展存在有待完善之處。在當(dāng)前日新月異的技術(shù)進(jìn)步和商業(yè)銀行發(fā)展戰(zhàn)略轉(zhuǎn)型的背景下,如何順應(yīng)外部形勢(shì)和內(nèi)部要求,采取合理、有效的對(duì)策促進(jìn)網(wǎng)上銀行發(fā)展,實(shí)現(xiàn)互聯(lián)網(wǎng)金融時(shí)代綜合競(jìng)爭(zhēng)力不斷提升的目標(biāo),成為我國商業(yè)銀行亟待解決的重要課題。 本研究以我國商業(yè)銀行網(wǎng)上銀行為研究對(duì)象,首先闡述網(wǎng)上銀行的外部性、競(jìng)爭(zhēng)優(yōu)勢(shì)和規(guī)模經(jīng)濟(jì)效應(yīng)等相關(guān)理論；其次,通過豐富的時(shí)效性數(shù)據(jù),以圖、表形式分析現(xiàn)階段我國商業(yè)銀行網(wǎng)上銀行的發(fā)展現(xiàn)狀,重點(diǎn)剖析其發(fā)展過程中存在的主要問題,如業(yè)務(wù)同質(zhì)化嚴(yán)重、功能創(chuàng)新不足、營銷模式單一化現(xiàn)象突出、服務(wù)能力和品質(zhì)有待提高等；然后,全面考察國外商業(yè)銀行網(wǎng)上銀行和第三方支付平臺(tái)發(fā)展,歸納總結(jié)出兩者成功運(yùn)作的有益經(jīng)驗(yàn)；最后,研究提出了促進(jìn)我國商業(yè)銀行網(wǎng)上銀行發(fā)展的一系列針對(duì)性對(duì)策。
[Abstract]:Since -10s, with the popularity of Internet in the world. The traditional business model of commercial bank, which is based on counter, has been unable to meet the needs of customers. As a new bank management mode, Internet bank combines the traditional business of commercial bank with the Internet. Internet banking, with its convenient and powerful characteristics, effectively fills the gap that traditional banks are unable or inconvenient to get involved in related business by various restrictions. Expanding online banking business has become the inevitable trend of the development of modern commercial banking. Since 1998, China Merchants Bank launched "one Netcom" online banking services, domestic commercial banks continue to promote their own online banking development, China's online banking scale has been rapid expansion. The business function is constantly innovating and the competitive advantage is increasingly prominent. However, it is influenced by many factors, such as internal and external (such as third-party payment platform). The development of domestic commercial banks online banking needs to be improved. In the context of the rapid technological progress and the strategic transformation of commercial banks, how to adapt to the external situation and internal requirements, take reasonable. Effective countermeasures to promote the development of Internet banking, to achieve the goal of improving the comprehensive competitiveness of the Internet financial era, has become an important issue to be solved urgently by commercial banks in our country. This research takes the commercial bank of our country as the research object, first of all, expounds the related theories, such as the externality, competitive advantage and scale economy effect of the online bank; Secondly, through the rich timeliness data, the paper analyzes the current situation of the development of China's commercial banks online banking, focusing on the main problems in the process of development, such as the serious business homogeneity. The function innovation is insufficient, the marketing mode is single and the service ability and quality need to be improved. Then, the development of foreign commercial bank online banking and third-party payment platform is comprehensively investigated, and the useful experience of successful operation is summarized. Finally, the paper puts forward a series of targeted countermeasures to promote the development of Chinese commercial bank online banking.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.2

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