【作者】 张燕；

【导师】 高红岩；

【作者基本信息】 北京交通大学 ， 工商管理硕士（专业学位）， 2019， 硕士

【摘要】 随着互联网和移动通讯的不断发展,尤其是以阿里巴巴和腾讯为代表的新兴互联网企业,逐渐渗入到传统行业的经营领域之中,使得各行各业都在面临新的变革机遇与挑战,传统银行业也不例外。随着余额宝、众筹、人人贷等相关互联网金融产品的不断出现,不断打破传统的行业壁垒,不仅对传统银行的目标市场造成极大冲击,而且不断创造和衍生出更多的互联网金融产品与服务类型,同时也对广大消费者的消费观念和理财观念产生了巨大的影响。在此背景下,传统商业银行面对自己的各类业务不断遭遇互联网冲击的现实窘境,必须通过对新的竞争格局的分析,通过对自身优势和劣势的分析,制定新的互联网金融竞争战略,不断提升应对行业内外的各类竞争挑战的能力。本文以中国工商银行B分行为案例研究对象,在互联网金融的相关理论和文献综述的基础上,通过对B分行发展互联网金融的宏观环境、行业竞争环境以及企业内部条件分析,得出了工商B分行的互联网金融战略的SWOT矩阵,并在此基础上提出了B分行互联网金融的竞争战略选择,包括差异化竞争战略、商业生态系统战略以及渠道战略,并在此基础上提出了包括结构重组与资源配置、提高风控水平以及完善金融营销服务体系等措施的互联网金融的竞争战略实施保障,最后对全文进行总结,并对未来研究进行展望。更多还原

【Abstract】 With the continuous development of the Internet and mobile communication,especially the emerging Internet enterprises represented by Alibaba and Tencent,have gradually penetrated into the business areas of traditional industries and which is making all walks of life face new opportunities and challenges.Traditional banking is not exceptional also and it is constantly breaking the traditional trade barriers as some Internet financial products appear constantly,such as Yu Ebao,crowdfunding,Renren loan and some other related financial products.It is not only to have great impact on traditional bank’s target market,but also to have deeply influenced to the vast number of consumer’s consumption concept and financial management concept and also constantly create and derive more Internet financial product and service types.In this context,faced with the realistic dilemma that their various businesses are constantly impacted by the Internet,traditional commercial Banks must develop new Internet financial competition strategies by analyzing the new competition pattern and their own advantages and disadvantages and continuously improve their ability to cope with various competitive challenges inside and outside the industry.This paper takes ICBC’s B branch as the case study object and obtained the SWOT matrix of Internet financial strategy of ICBC’s B branch by the analysis of B branch macro environment to develop Internet finance,industry competition environment and internal conditions based on the Internet financial related theory and literature review.It is concluded that Internet financial competition strategic choices for ICBC’s B branch were advanced based on this,including differentiation competitive strategy,business ecosystem strategy and channel strategy and strategic implementation safeguards of Internet finance are put forward on this basis,including the measures of structural restructuring and resource allocation,improving the level of risk control,and improving the financial marketing service system,etc.Finally,the paper summarizes the whole paper and prospects the future research.更多还原