随着金融行业的发展和互联网技术的兴起，互联网和金融的结合开始对整个 金融领域产生了颠覆性的影响，人们对互联网金融的接受程度也非常高，互联网 金融开始对传统银行业产生威胁，银行需要在这种大背景下研究和探寻自身的转 型发展道路，在互联网金融的大背景下生存下来。 JX 银行是一家非常具有典型代表意义的城市商业银行，面对互联网金融的 挑战，也探寻了诸多发展道路，进行了许多探索，有成功经验也有失败的教训。 本文从国内外文献综述出发，对城市商业银行体系、互联网金融发展背景等情况 进行了介绍，随后开始阐述 JX 银行在面对互联网金融冲击之下，其所在环境情 况，只后以 JX 银行为案例，阐述其所采取的相关措施，包括产品设计、营销渠 道、定价模式、传播方式和客户服务等方面，总结其中发展好的经验，也梳理失 败的教训。之后运用环境分析方法进行深层次分析，找到 JX 银行在面对互联网 金融的背景下，所需要采取的迫切的发展之路。最后，根据前文的分析，为 JX 银行应对互联网金融冲击提出了四点要求，包括加快创新步伐，更加注重市场产 品的走向，跟上市场的节奏；注重客户体验，探索客户需求，通过互联网渠道来 解决客户的实际问题；重塑业务流程，将一些互联网金融项下的产品和业务进行 梳理，从顶端设计出发，重塑整个流程；强化科技支撑，将科技立行作为银行发 展的根本，培养科技人才，重视科技的发展，在互联网金融的战役中取得好的成 绩。 关键词：互联网金融；JX 银行；转型ABSTRACT With the development of financial industry and the rise of Internet technology, the Internet and the combination of financial to the entire financial sector had a disruptive influence and acceptance of the Internet financial is very high also, Internet financial start is a threat to the traditional banking, Banks need to be in the context of this study and explore the transformation of the development path, in the context of the Internet financial to survive. JX bank is a typical city commercial bank. Faced with the challenges of Internet finance, it has explored many development paths and made many explorations, with both successful experience and failure lessons. This article embarks from the domestic and foreign literature review, the city commercial bank system, Internet financial development background, and so on and so forth are introduced, then began under JX Banks in the face of the Internet financial impact, its environmental situation, only with the examples of JX bank after its relevant measures taken, including product design, marketing, pricing, communication and customer service, etc., summarizes the development of good experience, and combing the lessons of failure. After that, it USES the environmental analysis method to conduct in-depth analysis and find out the urgent development path that JX bank needs to take in the context of Internet finance. Finally, according to the above analysis, four requirements are put forward for JX bank to cope with the impact of Internet finance. Focus on customer experience, explore customer needs, and solve customer problems through Internet channels; Reshape the business process, comb some products and businesses under Internet finance, and reshape the whole process from the top design; We should strengthen the support of science and technology, take the establishment of science and technology as the foundation of the development of Banks, train scientific and technological talents, attach importance to the development of science and technology, and achieve good results in the battle of Internet finance. Key Words: Internet finance; JX Banks; transformationIII 目 录 摘要...........................................................................................................................I ABSTRACT.....................................................................................................................II 第 1 章 绪论.................................................................................................................1 1.1 研究背景.......................................................................................................1 1.2 研究目的和意义.........................................................................................2 1.2.1 研究的目的.......................................................................................2 1.2.2 研究的意义.......................................................................................2 1.3 文献综述.....................................................................................................3 1.3.1 互联网金融产生和发展的研究.......................................................3 1.3.2 城市商业银行的研究.......................................................................4 1.3.3 互联网金融对传统银行业影响的研究...........................................5 1.3.4 文献综评...........................................................................................6 1.4 研究内容与研究方法.................................................................................6 1.4.1 研究的主要内容...............................................................................7 1.4.2 研究的主要方法...............................................................................7 第 2 章 研究基础.........................................................................................................9 2.1 传统银行的情况和特点.............................................................................9 2.1.1 城市商业银行发展情况...................................................................9 2.1.2 城市商业银行的显著特征.............................................................10 2.2 互联网金融研究概述...............................................................................12 2.2.1 互联网金融体系论述.....................................................................12 2.2.2 互联网金融发展.............................................................................13 2.3 本章小结...................................................................................................14 第 3 章 JX 银行在互联网金融背景下的现状........................................................15 3.1 JX 银行情况介绍......................................................................................153.2 JX 银行在互联网金融下的环境分析......................................................15 3.2.1 微观层面：SWOT 分析....................................................................15 3.2.2 宏观层面：PEST 分析....................................................................18 3.3 本章小结...................................................................................................21 第 4 章 JX 银行在互联网金融环境下的转型发展分析........................................22 4.1 产品设计情况...........................................................................................22 4.1.1 JX 银行创新的产品........................................................................22 4.1.2 JX 银行创新产品现状....................................................................23 4.1.3 JX 银行创新产品中的问题............................................................24 4.2 营销渠道情况...........................................................................................25 4.2.1 JX 银行营销的渠道........................................................................25 4.2.2 JX 银行营销渠道的问题................................................................27 4.3 定价模式情况...........................................................................................28 4.3.1 JX 银行产品的定价........................................................................28 4.3.2 JX 银行定价方式的问题................................................................30 4.4 传播方式情况...........................................................................................30 4.4.1 JX 银行传播的方式........................................................................31 4.4.2 JX 银行传播方式的问题................................................................32 4.5 客户服务情况...........................................................................................33 4.5.1 JX 银行客户的服务..................................................