摘要
互联网金融是传统金融行业与互联网精神相结合的新兴领域，由于我国国
情和互联网金融发展的侧重点与国外不同，互联网金融对我国银行造成较大的
冲击。天津银行作为城市商业银行，基础薄弱，如何根据自身情况制定战略应
对互联网金融冲击是本文的研究目的

本文首先对互联网金融的经典模式开始进行说明，并就目前的发展态势进
行描述，从而引出国内外学者对互联网金融的发展情况及其影响，尤其是国内
互联网金融的产生和发展对商业银行所造成的影响，通过案例分析法进行详细
阐述，成为后文分析天津银行应战互联网金融战略的理论基础和前提。继而对
天津银行目前已经提出的应对互联网金融的举措进行详细描述和分析，通过分
析天津银行的背景提出战略目标，将天津银行的互联网金融战略与国有大型商
业银行——工商银行进行对比，提出天津银行需因地制宜制定战略，不可盲目
跟风，制定更加适合自己的战略，并分析天津银行在整个金融市场内的优势、
劣势、面临的威胁和机会，从而提出天津银行亟待解决的问题和战略建议，从
天津银行的优势出发，正视自己的劣势，扬长避短，充分抓住机会，制定具有
天津银行特色的互联网金融战略

经过本文的研究，一是为天津银行所面临的互联网金融市场及发展情况进
行分析总结，为天津银行的互联网金融战略制定提供基础；二是归纳总结了天
津银行目前所实施的所有的互联网金融举措并进行对比分析，从而更加明确天
津银行的特色及需待解决的问题；三是针对天津银行未来需要正视的问题进行
阐述，并提出战略举措建议，成为未来天津银行在互联网金融市场壮大的根据

关键词：互联网金融，银行，天津银行，战略，举措II
ABSTRACT
Internet finance is a new field of traditional financial industry and the Internet
combined with the spirit, because of China&39;s national conditions and the development
of Internet finance and Internet finance focus abroad, resulting in a greater impact on
China&39;s banks. Tianjin bank as a city commercial bank, the foundation is weak, how
to develop strategies according to their own situation to deal with the impact of
Internet finance is the purpose of this study.
Firstly, the classic mode of Internet finance is to be described, both with the
current development trend, which leads to the development and its influence of the
Internet finance by professors, especially the influence of the emergence and
development of Internet finance on the domestic banks. The analysis becomes the
theoretical basis and prerequisite for that the Bank of Tianjin could challenge Internet
financial. Then a detailed description and analysis of the Bank of Tianjin has
proposed to deal with the Internet banking initiative, put forward the strategic
objective of the Bank of Tianjin through the analysis of background, the Bank of
Tianjin Internet financial strategy and large state-owned commercial banks-ICBC
were compared, put forward Tianjin banks need to formulate strategy, not blindly
follow the trend, to develop more suitable for their own the strategy, and analyze the
advantages and the Bank of Tianjin in the whole financial market weaknesses, threats
and opportunities, thus put forward the problems to be solved and the Bank of Tianjin
strategic advice from the Bank of Tianjin&39;s advantages, face their own weaknesses,
weaknesses, fully seize the opportunity to make the Bank of Tianjin has
characteristics of Internet financial strategy.
After this study, first, the Internet finance market and the development of the
financial market and the development of Tianjin, Tianjin bank to provide the basis for
the development of Internet finance strategy; Two is the summary of the Bank of
Tianjin, the implementation of all the Internet finance initiatives and a comparative
analysis, so as to more clearly the characteristics of the Bank of Tianjin and the need
to solve the problem; Three is to address the issue of the future needs of the Bank of
Tianjin in the future, and put forward strategic initiatives to become the future of the
Bank of Tianjin in the Internet based financial market growth.
KEY WORDS: Internet Finance, bank, Bank of Tianjin, strategy, measuresIII
目录
中文摘要..I
ABSTRACT.........II
第 1 章 绪论...........1
1.1 选题背景 ..1
1.2 研究的目的和意义 ..........2
1.2.1 研究的目的...........2
1.2.2 研究的意义...........2
1.3 研究文献综述 ......3
1.3.1 国外文献综述.......3
1.3.2 国内文献综述.......4
1.3.3 文献述评...5
1.4 论文内容 ..6
1.5 论文创新点 ..........6
第 2 章 互联网金融的相关概念和发展概述.......9
2.1 互联网金融的相关概念 ..9
2.1.1 互联网金融...........9
2.1.2 第三方支付...........9
2.1.3 P2P 网络借贷 .....10
2.1.4 众筹融资.10
2.1.5 互联网征信小额贷款.....11
2.2 互联网金融发展的相关研究 ....11
2.2.1 国外互联网金融发展及其影响的相关研究.....11
2.2.2 国内互联网金融发展及其影响的相关研究.....12
第 3 章 天津银行的互联网金融发展历程.........15
3.1 天津银行简介 ....15
3.2 天津银行的互联网金融产品及发展历程 ........16
3.2.1 天津银行首次推出互联网金融产品——网上银行.....16
3.2.2 行内组织结构改变，首推手机银行.....16
3.2.3 建立社区银行，模糊柜面限制.17IV
3.2.4 筹划直销银行，迎战联网金融.17
3.2.5 推出新版网上银行，应对互联网金融下的客户新需求.........18
3.2.6 开发微信银行，增加客户粘性.19
3.2.7 丰富移动金融服务，应战互联网金融.19
3.3 天津银行互联网金融营销推广策略 ....20
3.3.1 借助线下资源，实现营销推介.20
3.3.2 线上营销活动，黏住存量客户.22
第 4 章 天津银行的互联网金融战略分析.........25
4.1 天津银行的背景分析 ....25
4.2 天津银行的战略目标 ....25
4.3 天津银行与大型商业银行的战略对比分析——以工商银行为例 ....26
4.3.1 战略对比的原因及目的.26
4.3.2 背景对比.26
4.3.3 战略对比.27
4.3.4 工商银行战略：“三平台、一中心”，横向发展做大规模.27
4.3.5 天津银行的战略：不断完善现有产品，纵向发展做精做细.29
4.4 天津银行的 SWOT 分析...........30
4.4.1 天津银行的优势.31
4.4.2 天
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