以互联网技术为代表和主要表现形式的现代信息技术，深刻地改变了人们生活的各 个方面。在过去十年间，互联网和信息技术已对刊物出版、影音娱乐、零售等行业产生 了颠覆性了的影响，产生出多种全新的体验方式和商业模式，并对原经营企业产生了极 大的冲击。随着移动支付、社交网络、搜索引擎和云计算技术的发展成熟，金融服务业 极有可能将是一下被互联网颠覆的领域。 2013 年以来，尤其是阿里巴巴与天弘基金合作推出“余额宝”产品之后,互联网金 融（包含证券）已成为一个火热的话题，在金融业和科技界都掀起一股理论探讨与实践 探索的热潮。这既归因于中国经济步入转型、金融改革深化的宏观大背景，也受益于金 融创新全面加速的行业机遇，更直接与近年来资本市场的诸多创新之举息息相关。互联 网金融模式作为现代信息技术与金融结合的产物，依托着互联网强大的海量数据的收 集、处理和挖掘技术，可大幅度地降低金融市场交易成本，提高交易效率，必将引起金 融业的巨大革新。这种革命式金融模式的出现意味着巨大的机遇和挑战，如何抓住这个 机会，改变竞争态势，是所有传统金融企业的重要课题和实现跨越式发展的契机。 本报告从互联网金融的定义和特性介绍出发，通过比较和分析互联网金融服务与传 统金融服务的区别与优势，指出互联网金融对证券行业和公司的影响。然后在此基础上， 设计出 ZT 证券公司互联网金融业务项目的商业计划书，再通过宏、微观环境和竞争态 势分析，确定项目可行性；运用营销战略，进行市场细分、目标市场选择和定位；运用 人力资源管理、财务分析等方面理论，为项目设置恰当的管理架构和营销战略等，并通 过财务分析，预估和评价项目的投资收益情况；最后对该项目建设及营运中可能面临的 风险进行分析和制定具体的控制策略。 关键词， 证券公司 互联网金融 商业计划II ABSTRACT The modern information as represented by the Internet technology has profoundly changed the way of all aspects of people’s life. In the past decade, Internet has had a disruptive effect on publications, video and audio entertainment, retail and other industries. It also has produced a variety of new experiences and business models, and has had a great impact on the original enterprise. As the development of mobile payments, social networks, search engines and the development of cloud computing, financial service is most likely to be subversion by internet. Since 2013, especially after “Yu’e bao” has been published, which is the launch of Alibaba Corporation and Tianhong Asset Management, internet finance (including securities) has become a hot topic in financial sector and the scientific community，and it has set off a tide of theoretical study and practical exploration. This is not only because the macroscopic background which are Chinese economic transition and financial reform deepening, but also benefited from financial innovation which is speed up the trade opportunities. Moreover, it is closely related to the innovations in capital market in recent years. Internet financial model as a combination of modern information technology and financial products, which is relied on the powerful internet data collection, processing and data mining, can greatly reduce the cost of financial market transactions and increase the transaction efficiency. It is bound to cause great innovations in financial industry. The birth of internet finance which is a revolutionary financial model denotes great opportunities and challenges. The way to seize the opportunity and to change the competitive situation is an important subject in all the traditional finance enterprises and the opportunity to achieve a leap-forward development. This essay is based on the definitions and characteristics of internet finance, and figures out the effects of internet finance on securities companies and industry by comparing the differences between internet financial services and traditional financial services, and analyzing the advantages of internet financial services. Then on this basis, the essay will design a business proposal about the internet finance project of ZT Securities Company. Firstly, it will determine project feasibility through analyzing the macro and micro environment and the competition of the securities industry. Secondly, it will use the marketing strategies to segment the market and select the target market. Thirdly, it will set anIII appropriate management structure and marketing strategies of the project through human resource management and financial analysis, and will predict and evaluate the investment earnings of the project by financial analysis. Finally, it will analyze the risk which is probably occurred in this project, and draw up the corresponding risk control strategies.. Key words: securities company, internet finance, business planIV 目录 摘要....................................................................................................................I ABSTRACT...................................................................................................... II 第一章 引言 .....................................................................................................1 1.1 研究的背景和意义......................................................................................................1 1.2 文献综述.....................................................................................................................2 1.2.1 金融变革趋势 ......................................................................................................2 1.2.2 互联网金融实践模式...........................................................................................2 1.2.3 证券公司互联网金融...........................................................................................3 1.3 研究方法.....................................................................................................................4 1.4 本报告的体系结构......................................................................................................4 第二章 互联网金融业务概述 ..........................................................................6 2.1 互联网金融业务的定义..............................................................................................6 2.2 互联网金融业务的特性及与传统金融的区别 ...........................................................6 2.2.1 打破时空限制的金融服务 ...................................................................................6 2.2.2 虚拟化的金融服务...............................................................................................7 2.2.3 创新高效的金融服务...........................................................................................8 2.2.4 普惠的金融服务...................................................................................................8 2.3 互联网金融对金融业的影响 ......................................................................................9 2.3.1 将改变金融企业的经营模式 ...............................................................................9 2.3.2 将改变金融业务和产品的营销方式....................................................................9 2.3.3 提升金融企业的资讯服务水平和质量 ..............................................................10 2.3.4 重构金融企业的客户群体和分类......................................................................10 2.3.5 降低金融企业的经营成本 .................................................................................11 2.4 国内外互联网金融发展现状 ....................................................................................11 2.4.1 国外互联网金融的整体发展概况......................................................................11 2.4.2 国外证券业互联网金融的发展历史经验借鉴 ..................................................12 2.4.3 国内互联网金融业务发展概况..........................................................................14 2.5 互联网金融业务发展预测........................................................................................16V 2.6 本章小结...................................................................................................................17 第三章 ZT 证券公司互联网金融业务项目概况 ...........................................18 3.1 ZT 证券公司简介 ...................................................