长久以来，商业银行在理财市场上都占据有主导地位，但由于互联网技术的 不断进步，一定程度上也带动银行理财业务的发展，可同时这也深深地影响了银 行理财业务。互联网理财产品购买起点低、投资回报率高、操作简单快捷、良好 的客户体验等优势吸引了众多的出资者。互联网金融对银行理财业务造成了怎样 的影响？商业银行在规划未来理财业务过程中有怎样的机遇和挑战？商业银行 如何应对互联网金融带来的冲击？正是这篇文章的核心内容所在。 本文采用文献分析法、比较分析法和实证分析法相结合的方式来研究这一选 题，由于互联网金融产品的丰富性，吸引了许多原本投资在银行的客户资金，抢 占了银行的存款资源，降低利润空间而且弱化了银行的社会贡献率，也在改变居 民的理财观念，让更多人对理财产品产生兴趣。在互联网金融时代下，商业银行 需要立足于自身的优势，努力改变理财业务中的不足，抓住互联网金融所带来的 发展契机，加强产品创新，推动技术发展，强化网络渠道的建设，提高客户体验， 强化危机意识，加强风险管控，使得商业银行理财业务得到健康的发展。 本文分为七个部分，第一部分是绪论。阐述了选题背景、意义以及国内外的 文献综述等。第二部分是互联网金融的发展历程、模式与特点。第三部分是商业 银行传统理财业务概述，主要介绍了传统商业银行理财业务发展的现状和困境。 第四部分是互联网金融对商业银行传统理财业务影响机理，分为负向效应和正向 促进两部分。第五部分是实证分析，本节选用互联网金融发展指数与 16 家上市 商业银行理财业务的数据，建立面板数据模型，得出研究结论：互联网金融与商 业银行理财业务之间呈现显著负相关，并认为商业银行不能停止创新的步伐，要 积极的接受互联网金融，学习他的优点，提高自身的竞争力，才能从容的应对未 来的挑战。第六部分是互联网金融冲击下商业银行理财业务的应对措施，从三个 方面进行论述。最后一部分是结论与展望。对全文进行总结，提出文章的结论。 针对文章的不足之处，提出文章的局限性以及未来的展望。 本研究拟通过分析互联网金融理财产品对商业银行传统理财产品的影响研 究，对其中所存在的问题进行深入解析，对商业银行业务的发展和结构调整归纳 出一些可行性的发展启示，同时通过理论推导和经验借鉴，拟提出可实践、可复 制的商业银行创新发展建议，以期在互联网金融背景下加速商业银行理财业务转II 型工作，促进商业银行在激烈的市场中不断前行。 关键词：理财业务，互联网金融，商业银行，实证分析III Research on the Impact of Internet Finance on Commercial Banking Financial Management Products and Its Countermeasures Abstract For a long time, commercial Banks have occupied a dominant position in the financial market. With the development of The Times and the use and popularity of Internet technology, the traditional financial management methods of commercial Banks also need to be updated. The rapid development of Internet finance in China has exerted a great impact on the financial services of commercial Banks. Internet financial products have attracted a large number of investors due to their advantages such as low investment threshold, high return rate, convenience and better customer experience, which have strongly impacted the financial products of commercial Banks. Internet financial have what impact on bank financial productsHow much does the development of Internet finance in China finally affect commercial Banks' financial servicesWhat are the opportunities and challenges for commercial Banks to develop financial productsHow should commercial Banks cope with the impact of Internet financeThis is the core of the article. This paper adopts literature analysis, comparative analysis and empirical analysis to study the impact of Internet finance on financial services of commercial Banks. With the rapid development of Internet finance, it has diverted bank deposits, reduced profit margins and weakened the social contribution rate of banks. It is also changing residents' concept of financial management and making more people interested in financial products. In the era of the Internet financial commercial Banks should be on the basis of giving full play to the advantages of itself, to avoid and change products disadvantages, Use of the Internet financial opportunities, innovative products strengthen technology development, and paying attention to the development of the network approach, improve customer experience, strengthen sense of crisis and strengthen risk control, makes the commercial bank financial product transaction get healthy development. This article is divided into seven parts, the first part is the introduction. The background, significance and literature review at home and abroad are elaborated. TheIV second part is the development history, mode and characteristics of internet finance. The third part is a traditional commercial bank financing business overview, mainly introduced the traditional commercial bank financing business development present situation and predicament.The fourth part is the influence mechanism of Internet finance on the traditional wealth management business of commercial banks. It is divided into two parts: negative effect and positive promotion. The fifth part is the empirical analysis. This section selects the data of the Internet Financial Development Index and the wealth management business of 16 listed commercial banks, establishes the panel data model, and draws the conclusion that there is a significant negative correlation between Internet finance and commercial bank wealth management business. It is believed that banks can only continue to innovate, actively embrace Internet finance, and absorb the advantages of Internet finance. Only in this way can banks enhance their competitiveness in the face of the continuous development of Internet finance to better cope with future challenges. The sixth part is the countermeasures for the financial management of commercial banks under the impact of Internet finance, which is discussed from three aspects. The last part is the conclusion and outlook. Summarize the full text and present the conclusions of the article. In response to the shortcomings of the article, the limitations of the article and the future prospects are proposed. Studied in this paper through the analysis of the Internet financial services products to study the influence of traditional commercial bank financial products, to the in-depth analysis, in which the problems of commercial banking development and structure adjustment of summing up the development of some feasible, at the same time, through the theoretical derivation and experience for reference, intends to put forward practical, copy of the commercial Banks innovation and development Suggestions, in order to under the background of the Internet financial to accelerate the commercial bank financial business transformation work, promote the commercial Banks in the fierce market move forward. Key words: wealth management products, Internet finance, commercial banks, empirical analysisV 目录 中文摘要.........................................................................................................................I Abstract.......................................................................................................................III 第 1 章 绪论..................................................................................................................1 1.1 研究背景与意义.............................................................................................1 1.1.1 研究背景..............................................................................................1 1.1.2 研究意义..............................................................................................2 1.2 国内外文献研究综述.....................................................................................3 1.2.1 国外研究成果......................................................................................3 1.2.2 国内研究成果......................................................................................5 1.3 研究目标与方法.............................................................................................7 1.3.1 研究目标..............................................................................................7 1.3.2 研究方法..............................................................................................8 1.4 研究内容及主要创新.....................................................................................8 1.4.1 研究内容..............................................................................................8 1.4.2 主要创新..............................................................................................8 第 2 章 互联网金融发展历程、模式与特点..............................................................9 2.1 互联网金融发展的生命周期.........................................................................9 2.1.1 出生阶段（2007-2011）....................................................................9 2.1.2 形成阶段（2012-2014）..................................................................10 2.1.3 成长阶段（2015 年至今）...............................................................10 2.2 互联网金融发展模式...................................................................................10 2.2.1 互联网支付........................................................................................11 2.2.2 p2p 网络借贷.....................................................................................12 2.2.3 众筹融资............................................................................................13 2.2.4 在线金融产品和业务服务平台........................................................13 2.2.5 公募基金互联网交易平台................................................................14 2.3 互联网金融发展特点...................................................................................15 2.3.1 互联网金融是渠道金融....................................................................17 2.3.2 互联网金融是信息金融....................................................................17 2.3.3 互联网金融是碎片金融....................................................................18 2.3.4 互联网金融理财遵从以客户为中心................................................18 2.4 互联网金融理财业务特点...........................................................................18VI 2.4.1 投资门槛低........................................................................................18 2.4.2 投资回报率高、资金流动性强........................................................19 2.4.3 操作简便且高效................................................................................19 第 3 章 商业银行传统理财业务的发展现状与困境分析........................................20 3.1 商业银行传统理财业务体系.......................................................................20 3.2 商业银行传统理财业务发展现状...............................................................22 3.2.1 理财产品规模大数量多....................................................................23 3.2.2.以短期产品为主................................................................................24 3.2.3 以个人理财为主................................................................................24 3.3 商业银行传统理财业务的困境...................................................................26 3.3.1 产品同质化严重缺乏创新................................................................26 3.3.2 销售和宣传渠道单一........................................................................27 3.3.3 新品牌的认识度不高........................................................................27 3.3.4 电商业务发展战略缺乏规划............................................................28 3.3.5 运营成本高........................................................................................28 第 4 章 互联网金融对商业银行传统理财业务的影响机理....................................30 4.1 理论基础.......................................................................................................30 4.1.1 长尾理论............................................................................................30 4.1.2 破坏性创新理论................................................................................30 4.2 互联网金融给商业银行理财业务带来的负向效应...................................31 4.2.1 商业银行传统理财业务运营模式被迫转变....................................32 4.2.2 互联网金融分流银行的客户............................................................33 4.2.3 对商业银行理财业务利润空间的挑战............................................34 4.3 互联网金融给商业银行理财业务带来的正向促进...................................37 4.3.1 互联网金融给商业银行理财业务转型带来新的思路.....................37 4.3.2 开发新的客户市场............................................................................37 4.3.3 推动理财产品创新............................................................................39 第 5 章 互联网金融对我国商业银行传统理财业务影响的实证分析................... 41 5.1 研究设计.......................................................................................................41 5.1.1 变量定义............................................................................................41 5.1.2 模型设定............................................................................................43 5.1.3 样本选择与数据来源........................................................................43 5.2 实证分析.......................................................................................................44 5.2.1 描述性统计分析................................................................................44VII 5.2.2 平稳性检验........................................................................................45 5.2.3 协整检验............................................................................................46 5.2.4 模型结果确定....................................................................................47 5.3 实证结果讨论...............................................................................................51 第 6 章 互联网金融冲击下商业银行理财业务的应对措施....................................52 6.1 加强商业银行理财业务运营模式创新.......................................................52 6.1.1 加快互联网平台支撑建设................................................................52 6.1.2 寻求多方合作实现优势资源整合....................................................53 6.1.3 将客户分级管理实现精准营销........................................................53 6.1.4 将“数据大”变成“大数据”........................................................54 6.2 多角度出击，做大客户基数.......................................................................54 6.2.1 产品设计的创新................................................................................54 6.2.2 培养更多理财的客户群体................................................................56 6.2.3 优化客户体验增加客户粘性............................................................56 6.2.4 提高从业人员的理财服务能力........................................................56 6.3 完善商业银行理财业务风险管理...............................................................57 6.3.1 加强平台风险管理............................................................................58 6.3.2 强化理财产品风险提示....................................................................59 6.3.3 注重从业人员风险教育....................................................................59 第 7 章 总结与展望....................................................................................................60 7.1 主要研究结论...............................................................................................60 7.2 研究的启示...................................................................................................61 7.3 展望...............................................................................................................62