I 摘要 伴随移动网络、云计算等先进技术的发展与应用，给包括金融领域在内的各 行各业带来了巨大的发展潜能。衍生出不同类型的金融产品，互联网金融公司凭 借其具有的技术优势与高效率，给客户带来更为方便、多样的金融产品，让客户 的金融消费习惯逐渐发生变化，特别是互联网个贷，支付公司、互联网企业、电 商系平台公司等已经开始并迅速拓展其个人融资业务，为许多个人和小微企业解 决了很多问题，使得更多的年轻用户开始由传统金融业务流动到互联网金融领域， 给商业银行传统业务的经营带来了较大的威胁和挑战。个贷业务作为商业银行的 重点业务，受到了前所未有的强烈冲击。 互联网金融的兴起使得传统金融迎来一次巨大的挑战，在某种意义上让传统 金融业的战略方向、竞争局势以及制胜因素全都发生变化。在此背景下，本文立 足于商业银行个人贷款业务（以下简称“个贷业务”），以 X 银行成都分行为例， 借助文献分析、对比分析、PEST 分析以及 SWOT 分析等方法，将其与互联网企业 的网贷业务进行对比，探析商业银行传统个贷业务受到互联网的积极和消极影响， 以及各自的优劣势，提出互联网金融时代 X 银行成都分行个贷业务发展战略优化 措施，主要包括战略目标及思路、战略选择、战略实施等方面，在战略实施方面 包括以下几方面措施：（1）创新互联网金融实践；（2）数字化转型的实施措施； （3）业务转型的实施措施；（4）市场营销的实施措施。针对优化战略的保障措 施有以下几方面：（1）组织保障；（2）人力资源保障；（3）建立有效的风险管 理机制；（4）健全线上风控体系等。 本文的研究对于 X 银行而言，是寻求个贷业务在互联网领域的创新，以减少 互联网金融大潮对自身的冲击，不仅迎合了这个时代，也提升了其竞争优势，从 而捍卫了其传统的市场地位。为我国商业银行个贷业务的发展提供理论参考。 关键词：互联网金融；银行；个贷业务；发展战略ABSTRACT II Abstract With the development and application of advanced technologies such as Mobile Network and cloud computing, it brings huge development potential to all walks of life, including the financial field. Different types of financial products have been derived. With their technological advantages and high efficiency, Internet financial companies have brought more convenient and diversified financial products to their customers, making their financial consumption habits change gradually, in particular, Internet personal loans, payment companies, Internet enterprises and e-commerce platform companies have started and rapidly expanded their personal financing business, and solved many problems for many individuals and small and micro enterprises, more and more young users begin to flow from the traditional financial business to the Internet financial field, which brings a greater challenge and threat to the traditional business operation of commercial banks. As the key business of commercial banks, personal loan business has been strongly impacted. The rise of Internet finance makes the traditional finance face a huge challenge, which changes the strategic direction, competitive situation and winning factors of the traditional finance in a certain sense. In this context, this paper is based on the individual loan business of Commercial Banks (hereinafter referred to as "individual loan business") , taking the Chengdu Branch of bank x as an example, using the methods of literature analysis, comparative analysis,PEST analysis and SWOT analysis, etc. , comparing it with the online loan business of Internet enterprises, and analyzing the positive and negative effects of the Internet on the traditional individual loan business of commercial banks, as well as their respective advantages and disadvantages, put forward the optimized measures for the development strategy of the individual loan business of bank x Chengdu branch in the Internet Financial Times, mainly including the strategic objectives and ideas, the strategic choice, the strategic implementation, etc. , the implementation of the strategy includes the following measures: (1) innovation of Internet Finance Practices; (2) implementation of digital transformation measures; (3) implementation of business transformation measures; (4) implementation of marketing measures. The security measures for the optimization strategy are as follows: (1)ABSTRACT III organizational security; (2) Human Resources Security; (3) establishing an effective risk management mechanism; (4) improving the on-line wind control system. For Bank X, the research of this paper is to seek the innovation of individual loan business in the Internet field, in order to reduce the impact of the Internet financial tide on itself, not only to meet the times, but also to enhance its competitive advantage, to defend its traditional market position. It provides a theoretical reference for the development of individual loan business of Chinese commercial banks. Key Words: Internet finance; Bank; Personal loan business;Development strategy目录 IV 目录 第一章 绪论....................... 1 1.1 研究背景................ 1 1.2 研究目的与意义.... 2 1.3 国内外研究现状.... 3 1.3.1 国外研究现状 ............................ 3 1.3.2 国内研究现状 ............................ 5 1.4 研究内容与研究方法........................... 8 1.4.1 研究内容 ..... 8 1.4.2 研究方法 ..... 9 1.4.3 技术路线 ... 10 第二章 相关概念及理论基础.........................11 2.1 互联网金融的相关内容......................11 2.1.1 互联网金融的概念 ...................11 2.1.2 互联网金融的特点 ...................11 2.1.3 互联网金融的发展 .................. 12 2.2 商业银行个贷业务的相关内容......... 13 2.2.1 商业银行个贷产品分类 .......... 13 2.2.2 商业银行个贷的特征 .............. 14 2.3 相关理论基础...... 14 2.3.1 金融创新理论 .......................... 14 2.3.2 信息不对称理论 ...................... 15 2.3.3 普惠金融理论 .......................... 15 2.3.4 长尾理论 ... 16 2.3.5 发展战略理论 .......................... 16 第三章 X 银行成都分行个贷业务发展现状及问题分析........... 17 3.1 X 银行成都分行概况 ......................... 17 3.2 X 银行成都分行发展互联网金融现状 ............................ 17 3.3 X 银行成都分行个贷业务情况 ......... 18 3.3.1 个贷业务产品分析 .................. 19 3.3.2 个贷业务结构分析 .................. 20目录 V 3.3.3 个贷业务平台分析 .................. 22 3.3.4 个贷业务服务体系分析 .......... 22 3.3.5 个贷业务风险管理现状分析 .. 23 3.4 调查基本内容及结果分析................. 24 3.4.1 调查问卷与访谈调查的必要性与目标 ................. 24 3.4.2 调查基本内容 .......................... 24 3.4.3 信度检验与效度检验 .............. 24 3.4.4 调查结果分析 .......................... 25 3.5 Ｘ银行成都分行个贷业务现存问题分析........................ 29 3.5.1 客户粘性不足 .......................... 29 3.5.2 产品和流程有待优化 .............. 29 3.5.3 营销策略有待提高 .................. 29 3.5.4 数据信息共享程度不髙 .......... 30 3.5.5 个贷从业人员管理不到位 ...... 30 第四章 X 银行成都分行个贷业务发展环境分析....................... 31 4.1 宏观外部环境分析............................. 31 4.1.1 政治法律环境 .......................... 31 4.1.2 经济环境 ... 32 4.1.3 社会环境 ... 33 4.1.4 技术环境 ... 33 4.1.5 PEST 分析总结......................... 34 4.2 SWOT 分析 .......... 34 4.2.1 优势分析 ... 35 4.2.2 劣势分析 ... 36 4.2.3 机会分析 ... 38 4.2.4 威胁分析 ... 38 4.2.5 SWOT 分析总结....................... 39 第五章 互联网时代 X 银行成都分行个贷业务发展战略制定.. 31 5.1 个贷业务发展战略的基本目标及思路............................ 41 5.2 个贷业务的战略选择......................... 41 5.3 个贷业务的战略实施......................... 42 5.3.1 增加客户黏性的实施措施 ...... 42 5.3.2 产品创新与业务流程升级的实施措施 ................. 43目录 VI 5.3.3 市场营销的实施措施 .............. 44 5.3.4 数字化信息转型的实施措施 .. 45 5.3.5 个贷人员管理的实施措施 ...... 47 5.4 个贷业务战略实施保障措施............. 47 5.4.1 组织保障 ... 47 5.4.2 人力资源保障 .......................... 48 5.4.3 建立有效的风险管理机制 ...... 48 5.4.4 健全线上风控体系 .................. 48 第六章 结论与展望......... 50 6.1 结论...................... 50 6.2 展望...................... 50 致谢.... 51