【作者】 李敏；

【导师】 李向前；

【作者基本信息】 天津财经大学 ， 工商管理（专业学位）， 2019， 硕士

【摘要】 近年来,随着互联网金融的不断发展,催生了许多新的金融服务模式与产品形式,新的金融服务模式让客户脱离传统营业网点就可以享受方便快捷的金融服务,并且互联网金融产品业务流程简便,限定条件少,产品设计能够满足大部分有金融需求的客户,不再只针对优质客户。所以,在互联网金融兴起后,传统商业银行的经营受到了很大的冲击与挑战,主要表现在互联网金融对银行传统业务和客户资源的分流,如何在互联网金融背景下,抓住金融科技带来的发展机遇,实现经营转型是所有商业银行面临的难题。其中,中小商业银行的经营转型形势更为迫切,因为中小商业银行注册资本低、规模小、客户源少、盈利模式单一等问题,受到的冲击与影响更为猛烈。本文先进行基础理论介绍,明确互联网金融的定义与发展历程,并对国内外互联网金融理论的研究成果进行总结,然后概述企业的战略管理理论和转型理论,商业银行作为特殊的企业,同样适用于企业的战略管理理论和转型理论。随着互联网金融业务与技术的发展,传统商业银行的经营模式与产品越来越不适应未来的发展趋势,基于以上理论,本文以天津滨海农商行为例进行分析,滨海农商行是在农村信用合作社的基础上发展而来的股份制商业银行,通过对滨海农商行在互联网金融背景下的经营问题进行分析,阐述其经营转型的必要性;然后根据滨海农商行的市场定位和外部经济技术环境,指明其未来经营转型的方向与发展趋势:向普惠金融及数字化金融方向发展,利用互联网金融技术进行产品创新、业务整合、渠道拓展、金融场景化等,让所有有金融需求的客户都能享受到平等的无差异的金融服务;最后通过对滨海农商行近两年的经营转型策略的阐述,分析其在互联网金融背景下经营转型措施的可取之处和不足之处。文末根据滨海农商行的经营状况、市场定位及金融技术的便利环境,为滨海农商行稳步转型提出具体化建议:首先,明确经营转型的对策:主要从加强业务整合、平台建设、转变营销模式三个方面着手;同时,明确经营转型的相关基础保障策略.:调整优化组织结构、重视科技发展、加快人才体系建设、强化风险管理。更多还原

【Abstract】 In recent years,with the continuous development of Internet finance,many new financial service models and product have emerged.The new financial service model not only enables customers to enjoy convenient and fast financial services without traditional business branch,but also provides Internet financial products with simple and convenient business processes.In addition,its business restriction entrance is lower than other,product design can meet most of the customers with financial needs,no longer only for high-quality customers.Therefore,after the rise of Internet finance,the operation of traditional commercial banks has been greatly impacted and challenged.It is mainly reflected in the diversion of traditional banking and customer resources by Internet finance.Therefore,under the influence of the Internet financial background,how to seize the development opportunities brought by the Internet financial technology and realize business transformation is a difficult problem faced by all commercial banks.Among them,small and medium-sized commercial banks are facing more urgent business transformation situation,because the small and medium-sized commercial banks are impacted and affected more severely by the problems of low registered capital,small scale,less customer resources and single profit modelFirstly,this study introduced the basic theory and defines the definition and development of Internet finance.Secondly,this study summarized the research results of Internet finance theory at home and abroad.Thirdly,this study outlined the strategic management theory and transformation theory of enterprises.As a special enterprise,commercial banks are also applicable to the strategic management logic and land transformation management of enterprises.Under the background of Internet finance business and technology development,the business models and products of traditional commercial banks are increasingly unable to adapt to future development trends.Based on the above theory,this study take the behavior of Tianjin Binhai Rural Commercial Bank Corporation as research object.As the Tianjin Binhai Rural Commercial Bank Corporation is a joint-stock commercial bank developed on the basis of rural credit cooperatives.By analyzed the problems existing in Tianjin Binhai Rural Commercial Bank Corporation in the context of internet finance,the necessity of its business transformation is introduced.Secondly,according to the market positioning and external economic and technological environment of Tianjin Binhai Rural Commercial Bank Corporation,indicated the direction and development trend of its future business transformation,including the development of inclusive finance and digital finance,and the use of Internet financial technology for product innovation and business integration,channel expansion,financial scenes,etc.so that all customers with financial needs can enjoy equal and indifferent financial services.Finally,according to the business transformation strategy of Tianjin Binhai Rural Commercial Bank Corporation in the past two years,this study analyzed its merits and shortcomings in the transformation measures under the background of Internet finance.In this study,we finally made specific recommendations for the steady transformation of Tianjin Binhai Rural Commercial Bank Corporation based on the business conditions,market positioning and financial technology of Tianjin Binhai Rural Commercial Bank Corporation.First,clarified the path of business transformation.This study mainly focused on three aspects:strengthening business integration,platform construction and changing marketing mode.Secondly,this study clarified the relevant basic protection strategies for business transformation,including adjusting and optimizing the organizational structure,attaching importance to scientific and technological development,accelerating the construction of the talent system,and strengthening risk management.更多还原