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互联网金融业务在公募基金行业具有重要的建设意义。本文希望通过研究国内外
已有的互联网金融书籍和相关的期刊文献,结合公募基金行业和 H 基金公司的实践
案例,找出 H 公司的互联网业务优势,以及面临的问题,并对这些优势及问题进行
分析,制定出适合公募基金行业互联网金融业务体系
本论文以 H 基金管理公司互联网金融业务为例,从 H 公司互联网金融业务的具
体实践来入手,在仔细阐明其业务架构、运营模式等的基础上,找到其管理上的优点,
及其实践与发展过程中存在的问题,也为整个公募基金行业提供较为实际的互联网金
融业务体系。基于互联网金融创新、用户体验、市场营销相关的理论,综合运用文献
梳理、数据整理和分析法相结合的研究方法,并结合 H 公司的实践情况,对 H 公司
的互联网金融业务体系展开研究。本文提供 H 公司的电子金融总部的各部门职能架
构,并从各部门所承担的职责说起,详细描述 H 公司的互联网金融业务如何开展,
如何运营,以及相比较传统销售的优势所在。对 H 公司互联网金融业务体系的研究,
可以给到这些基金公司,甚至其他金融行业以启发,减少弯路,从而为整个行业的健
康发展提供一定的指导意义
关键词:金融创新;公募基金公司;互联网金融业务III
Abstract
Since the 21st century, with the rapid development of Internet technology, the
relationship between finance and the Internet is closer. With the help of the Internet&39;s
thinking and computing techniques, finance greatly enhances its own functionality and
efficiency. However, the difficulty and complexity of the Internet financial business system
makes it necessary to conduct professional solutions through specialized research. The
traditional financial industry, regards risk control as the main purpose; while Internet
thinking is to enhance the customer experience as the goal. How to integrate the two as a
whole one, and play individual advantages, is a very challenging and meaningful topic.
Internet financial business in the publicly raised fund industry has great significance.
This paper hopes to find out the advantages and problems of H company&39;s Internet
business by studying the existing Internet financial books and related periodicals at home
and abroad, combined with the practice of public fund industry and H fund company.
This paper takes Internet financial business of H company as an example, starting
from the concrete practice of H company&39;s Internet financial business, find its management
advantages and its practice and the existing problems, but also for the entire public fund
industry to provide a more realistic Internet financial business system. Based on the theory
of Internet financial innovation, user experience and marketing, this paper makes use of the
research methods of combing, sorting out and analyzing the data, and combining with the
practice of H company to study it’s Internet financial system. This article provides the
functional structure of the various departments of the company&39;s electronic financial
headquarters, and describes the responsibilities of the various departments to describe in
detail how H&39;s Internet banking business operates. Research on H&39;s Internet financial
business system can inspire these fund companies, and even other financial industry, so as
to bring about great significance to the healthy development of the whole industry.
Keywords:Financial Innovation; Publicly Offered Funds; Internet Financial Business目录
致谢........... I
摘要.......... II
Abstract.... III
第 1 章 绪论 ........ 1
1.1 选题背景和研究意义........ 1
1.1.1 选题背景......... 1
1.1.2 研究意义......... 2
1.2 国内外研究现状评述........ 3
1.2.1 国外互联网金融研究 . 4
1.2.2 国内互联网金融研究 . 4
1.2.3 国内外文献研究评述 . 5
1.3 研究意义 ... 6
1.3.1 理论意义......... 6
1.3.2 实践意义......... 6
1.4 研究内容方法与创新点... 7
1.4.1 研究内容......... 7
1.4.2 研究思路与方法 ......... 8
1.4.3 本文创新点..... 8
第 2 章 互联网金融基础理论研究........ 10
2.1 金融创新理论概述.......... 10
2.1.1 金融创新概念理解 ... 10
2.1.2 金融创新理论基础 ... 10
2.2 用户体验理论分析......... 12
2.2.1 互联网行业的核心 .. 12
2.2.2 产品设计的评判标准 .......... 12
第 3 章 H 基金公司经营环境分析........ 14
3.1 基金公司背景介绍.......... 14
3.2 基金公司宏观环境分析——PEST 分析模型..... 153.2.1 政治环境因素........... 15
3.2.2 经济环境因素..........
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