摘要
2013年被称为中国的“互联网金融”元年,先不论这个称呼是否准确,但是
2013年确实对于国内“互联网金融”而言,具有十分重大的意义,而这其中的关
键就是以“余额宝”为代表的互联网理财产品的横空出世
“余额宝”为代表的互联网理财产品的诞生,对国内的金融市场产生了巨大的
影响,可以说是极具震撼效果,并引发了全社会的高度关注。余额宝等互联网理财
产品凭借其良好的流动性和高收益,吸引了大量个人客户,并对银行传统的经营方
式造成了重大冲击,分流了部分银行存款。本文选择余额宝作为此类产品的典型代
表,对其业务流程和相关特点进行分析,并探讨其成功原因和可能存在的问题
由于余额宝等互联网理财产品的出现,国内金融业竞争愈发激烈。农村商业银
行作为区域性的小型农村金融机构,由于综合实力相对较弱,将会面临更严峻和挑
战
本文选取F农村商业银行(以下简称F农商银行)作为样本,在对该行的个人
储蓄业务经营数据进行分析的基础上,通过问卷调查和理论分析两种方式进行研
究,分析以余额宝为代表的互联网理财产品对小型农村金融机构的影响,既包括直
接影响也包括间接影响。在研究直接影响时,侧重于从F农商银行和互联网理财产
品的客户群着手,比较二者客户群的特点,以此分析互联网理财产品对F农商银行
储蓄业务的影响力;在研究间接影响时,侧重于余额宝等产品实际推动了存款利率
市场化的本质,从而进一步深入讨论在新的竞争形势下,F农商银行的短板所在
同时,本文在上述分析基础上对F农商银行未来的发展提出相关政策建议
关键词:互联网金融;余额宝;农村商业银行
Abstract
The year 2013 is regarded by some people as the first year of the era of Online
Financing marked by the creation of internet wealth investment products. Internet wealth
investment products Represented by Yu'ebao, which offers consumers a way to invest
their idle money in money market fluids with higher returns than bank deposits,has great
impact on domestic financial market and draws dramatic attention.
Since 2013, Miscellaneous Internet Wealth Investment Products are encroaching on
bank deposits with its good liquidity and high returns, especially when personal clients is
involved. Online financing has become increasingly popular .This thesis takes Yu'ebao as
a typical example of online financing products, scrutinizes its business process and
characteristics to analyzes its reason for success and the potential problems that follow.
Because of the appearance of Yuebao, competition in financial market become
more intense. Rural commercial banks are facing even greater challenges due to their
smaller size and weaker overall strength.
This thesis also takes F Rural Commercial Bank (F RCB) as an example to analyze
both long term and short term impacts of internet wealth investment products on rural
commercial banks. The researching methods taken include survey and theoretical
analysis. The information gathered is F RCB’s business data for personal deposits. In
terms of short term impacts,the emphasis is on clients of both F RCB and online
financing products. By comparing their clients, internet wealth investment products'
impact on F RCB is revealed. In terms of long term impacts, tibie emphasis is on the fact
that online financing products actually facilitate the marketization of interest rates. F
RCB's weakness is also analyzed under new competition environment. Finally, base on
previous analysis, suggestions are made about the development of F RCB.
Key words: internet financial; Yu Ebao; Rural Commercial Bank