目 录
第一章 绪论...... 1
1.1 选题背景 ........... 1
1.2 选题意义1
1.3 研究方法与结构 ........... 1
1.3.1 研究方法1
1.3.2 本文结构2
1.4 本文的观点及贡献 ....... 2
第二章 互联网金融的概念...... 3
2.1 互联网金融的定义 ....... 3
2.2 互联网金融的几种模式 ........... 3
2.2.1 互联网货币 ........ 3
2.2.2 互联网资金中介4
2.2.3 互联网股权融资4
2.2.4 互联网支付 ........ 4
2.2.5 大数据金融 ........ 5
2.2.6 互联网金融门户5
第三章 互联网金融的发展现状.......... 6
3.1 国外互联网金融的发展概览 ... 6
3.2 国内互联网金融的发展现状 ... 7
3.2.1 互联网货币 ........ 7
3.2.2 P2P 网络借贷...... 8
3.2.3 众筹融资9
3.2.4 互联网支付 ...... 10
3.2.5 大数据金融 .......11
3.2.6 互联网金融门户 ...........11
第四章 商业银行转型的必要性及互联网金融发展特点分析........ 13
4.1 商业银行转型的必要性 ......... 13
4.1.1 互联网金融影响商业银行存款业务 .. 13
4.1.2 互联网金融占领小微贷款 ...... 15
4.1.3 互联网金融侵蚀商业银行中间业务收入 ...... 16
4.2 互联网金融的发展特点分析 . 17
4.2.1 运营成本降低 .. 17II
4.2.2 运营效率提高 .. 17
4.2.3 数据处理手段增强 ...... 18
4.2.4 准入门槛低 ...... 19
4.3 传统商业银行较互联网金融的发展优势 ..... 19
4.3.1 资产实力雄厚 ... 19
4.3.2 客户资源丰富 .. 19
4.3.3 产品种类成熟 .. 20
4.3.4 风险控制完善 .. 20
第五章 商业银行的转型策略建议.... 21
5.1 大力发展金融互联网 . 21
5.1.1 直销银行 .......... 21
5.1.2 网上银行 .......... 21
5.1.3 手机银行 .......... 22
5.1.4 理财产品线上销售 ...... 22
5.2 参与供应链金融，建立电商平台 ..... 22
5.2.1 参与供应链金融 .......... 22
5.2.2 建立自己的电商平台 .. 22
5.3 再造业务流程，注重客户体验 ......... 23
5.3.1 拓展小微领域 .. 23
5.3.2 注重客户体验 .. 23
5.3.3 发展社区银行 .. 24
5.4 重视信息技术人才 ..... 24
第六章 创新案例介绍：招商银行空中银行 25
6.1 空中银行介绍 . 25
6.2 空中银行业务种类 ..... 25
6.2.1 空中贷款 ........... 25
6.2.2 空中理财 .......... 26
6.2.3 空中 SHOPPING.......... 26
6.3 空中银行的优势 ......... 26
6.3.1 跨越时空享受服务 ...... 26
6.3.2 业务种类覆盖广泛 ...... 26
6.3.3 高效便捷的服务体验 .. 26
6.3.4 多重控制保障安全 ...... 27
6.4 招商银行空中银行的创新模式分析 . 27III
6.4.1 多样化的接入途径 ...... 27
6.4.2 集约化经营模式 .......... 27
6.4.3 线上线下相结合的调查方式 .. 27
第七章 结束语 29
参考文献 30
致 谢.... 321
摘 要
互联网金融在我国经历了快速蓬勃发展的时期，随着人们研究和理解的深入，
管理层、业界和学者对于互联网金融也逐渐趋于理性，在高速发展的过程中，互
联网金融也出现了一些问题。一方面，从总量上来看，互联网金融仅仅只占到传
统金融中很小的一部分，无法对国民经济生活产生实质性影响；另一方面，近年
来网络借贷中非法集资、“跑路”的报道频出，央行出台政策不承认比特币等互联
网货币的法律地位，第三方支付乱象频发，诸如此类事件对互联网金融的发展产
生了不良的影响，互联网金融也陷入瓶颈。因此，在看待互联网金融时，我们既
不能过分夸大互联网金融对现有金融体系的颠覆作用，但也不能否认互联网金融
创新功能对传统金融行业带来的积极影响。可以看到，互联网金融对于货币功能、
支付清算体系建设、资源优化配置、金融创新、信息管理等都发挥了重要且积极
的作用，对金融市场职能的完善产生了深远的影响

与此同时，我们需要看到传统金融机构在创新方面的短板。以普惠金融作为
最大特征的小微企业无法得到金融机构的融资支持；在支付结算的便利性方面还
较多依赖银行卡作为介质；在互联网购物的大浪潮中，商业银行更多的只能作为
支付结算环节的交易工具，交易的信息和数据被屏蔽，地位边缘化；虽拥有大量
客户数据，但是对数据分析和应用能力却较为不足等等，而这些却是互联网金融
发展中的优势所在。因此，商业银行的转型发展需要融入互联网金融的元素，在
互联网金融方面加大投入，转变经营理念，以创新的思维和理念投入到互联网时
代的经营和竞争中去

本文共分为七部分:第一部分为绪论，介绍文章的选题背景、意义、研究方法
以及本文的贡献。第二部分为互联网金融相关概念和在我国发展模式的介绍，主
要模式有互联网货币、互联网资金中介、股权融资、互联网支付、大数据金融和
互联网金融门户。第三章为互联网金融目前的发展状况介绍，主要介绍了互联网
金融在国外的发展和六种模式在我国的发展现状。第四部分为商业银行转型的必
要性及互联网金融发展的特点分析，分析了商业银行转型的必要性，互联网金融
发展的特点，并且比较了传统商业银行较互联网金融的优势所在。第五章提出传
统商业银行转型的策略，可以通过发展金融互联网、建立电商平台、再造业务流
程等方面着手进行转型发展。第六章以招商银行空中银行为例，简要介绍了空中
银行在互联网金融方面的尝试。第七章为结束语，对文章的观点进行了概括

关键词： 互联网; 金融; 银行; 转型; 策略2
ABSTRACT
Internet finance has experienced a rapid development in China. With the
deepening of people’s study and understanding, management levels, business circles
and scholars are becoming more and more rational on internet finance, and during its
high-speed development, some problems also begin to arise. On the one hand, the total
amount of internet finance only accounts for a very small part of traditional finance,
having no substantial impact on people’s economic life. On the other hand, with
frequent reports on network lending, illegal fund raising and “run-away” in recent
years, Central Bank’s non-recognition of the legal status of internet currency such as
Bitcoin, and frequent disorder of third party payment, such problems have had bad
influence on the development of internet finance, thus making it stuck in the bottleneck.
Therefore, when viewing internet finance, we can neither over-exaggerate its
subversive influence on the current financial system nor deny the positive impact of its
innovation function on traditional financial industry. It can be seen that Internet
finance has played an important and positive role in currency function, construction of
payment and settlement system, optimization of resource distribution, financial
innovation and information management. Besides, it also exerts profound influence on
elements such as financial system, financial institution, financial instrument and
financial market.
In the meanwhile, there are also some weaknesses in the innovation of traditional
financial institution that we need to see. Small businesses featured with inclusive
finance have no access to financing support from financial institutions; it relies mostly
on bank card as the media of payment and settlement; in the big wave of internet
shopping, business bank most often only serves as a transaction tool in the step of
payment and settlement, in which the transaction information and data are shielded and
its status marginalized; large amount of customer data as it has, it lacks the ability of
data analysis and application. However, these aspects are exactly where Internet
finance’s strengths lie. Therefore, the transformation development of business bank
needs to merge with and invest more in internet finance, which requires it to change its
operation philosophy, and jump in the operation and competition in Internet era with
innovative minds and ideas.
This paper is divided into seven parts: part one gives an introduction about the
background and significance of this topic, research method and structure, as well as the3
contribution of this paper; part two introduces internet finance-related concepts and its
development modes in China, including internet currency, internet asset intermediary,
equity financing, internet payment, big data finance and internet financial portal; part
three introduces the development status of internet finance, which mainly include sits
development status overseas and that of the six modes in China; part four analyzes the
necessity of the transformation of business bank and the characteristics of internet
finance development, and finds the strengths of traditional business bank through its
comparison with internet finance; part five proposes the strategies for business bank
transformation, including developing financial network, establishing e-commerce
platform, recreating business process; part six takes the air bank of China Merchants
Bank as an example, and gives a brief introduction about the its attempts on internet
finance; part seven is conclusion, giving a summary on the opinions in this paper.
KEY WORDS: INTERNET FINANCE; BANK; TRANSITION; STRATEGY第一章 绪论
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