I 摘要 近年来随着互联网金融的不断发展，掌上银行、超级柜台、智能机器人、微信银行 等渠道、设备的出现，替代了传统的、单一的柜面渠道，使得银行网点金融服务在互联 网时代背景下面临着较大的威胁和挑战，互联网刷新和改变了客户的日常消费习惯，使 得客户对银行营业网点的依赖度不断下降。因此，如何提升银行网点的竞争力，使其能 在激烈的市场环境中能更好地生存和发展，更好地践行社会责任，更好地服务于客户， 是银行亟待思考和解决的问题，也是当前银行发展的首要任务。 文章以农业银行 TG 支行网点作为研究对象，以 SWOT-CLPV 理论和核心竞争力理 论作为依据，运用了多种分析方法，如文献梳理法、实证研究法、比较分析法、SWOT 分析法等，在系统解读 TG 支行竞争优势、劣势、机遇、挑战的基础上，总结其在业务 发展过程中存在的问题，特别是在对支行网点的区域分布、服务质量、管理措施、人力 资源等进行了深入分析，并据此提出针对性的发展策略和保障措施。 农业银行 TG 支行应从思想上提高互联网金融工作重要性认识，组建专门的互联网 金融部门和专业人才队伍，立足实际情况制定系统化互联网金融计划，制定互联网金融 工作监督与考核机制等，并通过定期开展学习培训活动，强化风险管理控制工作，营造 团结竞争的工作环境等，全方位地提升网点的竞争力，使其在激烈的市场环境中立于不 败之地。 关键词，互联网金融，竞争力，发展对策西北大学硕士学位论文 II ABSTRACT In recent years, with the continuous development of Internet finance, the emergence of mobile banking, smart teller machines, self-service banks and other channels and equipment has replaced the traditional and single counter channels, which makes the financial services of bank outlets face tremendous challenges in the Internet era. The development of Internet has reshaped and nurtured customers'consumption behavior and habits, and customers' business network to banks. Point dependence is declining. Therefore, how to enhance the competitiveness of bank outlets, enable them to better survive and develop in the fierce market environment, better practice social responsibility and better serve customers is a problem that banks need to think about and solve urgently, and also the primary task of current bank development. Taking the TG branch of Agricultural Bank of China as the research object, SWOT-CLPV theory and core competitiveness theory as the theoretical basis, this paper uses literature review, empirical research, comparative analysis and SWOT analysis methods to summarize the problems existing in the process of business development, especially in the branch network, on the basis of systematically interpreting the competitive advantages, disadvantages, opportunities and challenges of TG branch. The regional distribution, service quality, management measures and human resources of the points are analyzed in depth, and the corresponding development strategies and safeguard measures are put forward accordingly. Agricultural Bank TG Branch should raise the awareness of the importance of Internet finance from the ideological point of view, set up a special Internet finance department and professional talent team, formulate a systematic Internet finance plan based on the actual situation, formulate the supervision and assessment mechanism of Internet Finance work, and strengthen risk management and control work through regular learning and training activities to create solidarity and competition. Work environment, etc., to enhance the competitiveness of the network in an all-round way, so that it can remain invincible in the fierce market environment. Key words: Internet finance, Network competitiveness, Development strategies摘要 III 目 录 摘要........................................................................................................................................... I ABSTRACT...............................................................................................................................II 目 录.........................................................................................................................................III 第一章 导论...............................................................................................................................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.............................................................................................................1 1.2 研究对象与方法...........................................................................................................2 1.2.1 研究对象.............................................................................................................2 1.2.2 研究方法.............................................................................................................2 1.3 基本思路与框架...........................................................................................................3 1.3.1 基本思路.............................................................................................................3 1.3.2 框架结构.............................................................................................................3 1.4 本文的贡献...................................................................................................................4 第二章 相关文献综述...............................................................................................................6 2.1 相关概念界定...............................................................................................................6 2.1.1 互联网金融.........................................................................................................6 2.1.2 竞争力.................................................................................................................7 2.1.3 网点竞争力.........................................................................................................7 2.2 理论依据.......................................................................................................................8 2.3 有关互联网金融对传统金融影响作用的研究...........................................................9 2.4 有关互联网金融环境下农业银行创新发展的研究...................................................9 2.5 有关互联网金融环境下农业银行网点发展的研究.................................................10 第三章 农行 TG 支行网点竞争力的现状、问题与成因..................................................... 12 3.1 农行 TG 支行概况..................................................................................................... 12 3.2 农行 TG 支行网点竞争力现状.................................................................................. 13 3.2.1 TG 支行网点竞争优势..................................................................................... 14西北大学硕士学位论文 IV 3.2.2 TG 支行网点竞争劣势..................................................................................... 15 3.2.3 TG 支行网点竞争机遇..................................................................................... 16 3.2.4 TG 支行网点竞争挑战..................................................................................... 18 3.3 农行 TG 支行网点竞争力存在的问题...................................................................... 19 3.3.1 缺乏专门的业务组织.......................................................................................19 3.3.2 缺乏专业的人才资源.......................................................................................20 3.3.3 缺乏多样化产品系统.......................................................................................21 3.3.4 缺乏针对性发展规划.......................................................................................21 3.4 农行 TG 支行网点竞争力存在问题的成因.............................................................. 22 3.4.1 上级部门缺乏有效的激励和指导...................................................................22 3.4.2 TG 支行缺乏直观强烈的生存压力................................................................. 23 3.4.3 缺乏对其它支行互联网金融的调研...............................................................24 3.4.4 缺乏经营机制互联网金融创新思路...............................................................25 第四章 互联网金融下农行 TG 支行网点竞争力提升对策................................................. 26 4.1 从思想上提高对互联网金融工作重要性认识.........................................................26 4.2 组建专门的互联网金融部门和专业人才队伍.........................................................27 4.3 立足于市场调查信息进行科学性的市场定位.........................................................28 4.4 从宏观层面确定支行网点互联网金融营销战略.....................................................28 4.5 立足实际情况来制定系统化互联网金融计划.........................................................29 4.6 着眼于对全业务和管理工作的互联网金融升级.....................................................30 4.7 制定针对性互联网金融工作监督与考核机制.........................................................31 4.8 进一步加强支行网点的品牌形象塑造与维护工作.................................................31 第五章 互联网金融下 TG 支行网点竞争力提升实施保障................................................. 33 5.1 安排专门领导负责工作.............................................................................................33 5.2 定期开展学习培训活动.............................................................................................33 5.3 强化风险管理控制工作.............................................................................................34 5.4 营造团结竞争工作环境..............................................................................................34 第六章 结论.............................................................................................................................35