II 摘要 近年来，互联网金融的快速发展使传统金融业务的办理模式和渠道发生了 重要改变，商业银行的传统业务渠道得到了有效拓展，同时也面临着金融脱媒 的竞争威胁，传统业务在发展上面临着巨大的挑战。 A银行是云南省内一家独立法人县域金融机构，自2016年以来高度重视个 人金融业务的发展，组建成立了个人贷款中心，集中55人专门从事个人贷款营 销办理业务，目前虽取得了较快的发展，3年间个人贷款规模翻了3番，已与企 业贷款形成平分天下态势，但由于个人金融产品同质化严重、同业竞争日趋激 烈， 移动支付、O2O、P2P等网络金融崛起，A银行个人金融业务发展竞争压 力越来越大，想在当前环境下紧跟市场的发展节奏，就必须进行创新，实现业 务转型。基于此，本文在互联网背景下，以A银行为案例对象，对其个人金融 业务竞争战略进行了分析研究。 本文充分结合当前互联网金融发展背景，在企业战略管理相关理论的指导 下，以A银行为案例，总结其个人业务发展现状，采用PEST、SWOT分析方法， 分析A银行内外部环境，找出其个人金融业务的发展机遇、威胁、优势劣势， 并根据分析结果选择制定相应竞争战略和保障措施。 本文通过研究得出结论：随着互联网经济的快速发展，互联网金融迎来了 重要的发展机遇，并逐渐在市场实践中占据了较大份额，这对传统金融业务的 发展造成了较大冲击。现有的银行金融业务虽然具备完善的体系，但缺乏差异 化竞争的能力，要想增强传统金融业务与互联网金融业务的竞争能力，就必须 制定差异化的竞争战略，并通过实体业务模式与网络业务模式的组合使用，来 拓展业务发展的渠道，提高传统业务的发展能力，通过强化科技支撑，增强人 员综合素质，多渠道获客，从而促进个人金融业务的持续快速发展。 关键词：互联网金融；A银行；个人金融业务；竞争战略 ABSTRACT III ABSTRACT In recent years, with the rapid development of Internet finance, the management mode and channels of traditional financial business have changed greatly. The traditional business channels of commercial banks have been effectively expanded. At the same time, they are also facing the competitive threat of financial disintermediation. Traditional business is facing enormous challenges in its development. Bank A is an independent legal person county financial institution in Yunnan Province. Since 2016, it has attached great importance to the development of personal financial business. It has set up a personal loan center, which has concentrated 55 people to specialize in personal loan marketing. Although it has made rapid development, the scale of personal loan has tripled in three years, and it has formed a situation of equal distribution with enterprise loan, but due to personal funds. In order to keep pace with the development of the market in the current environment, it is necessary to innovate and realize business transformation. Based on this, under the background of Internet finance, this paper takes Bank A as a case to analyze and study the competition strategy of its personal financial business. This paper sufficiently combines the current background of Internet finance development, under the guidance of relevant theories of enterprise strategic management, takes Bank A as an example, summarizes the development status of its personal business, uses PEST and SWOT analysis methods to analyze the internal and external environment of Bank A, finds out the development opportunities, threats, advantages and disadvantages of its personal financial business, and chooses to formulate corresponding competitive strategies and safeguards according to the analysis results. Barrier measures. The main conclusion of this paper is: Under the Internet finance, the current ABSTRACT IV development of personal financial business of Bank A is still not ideal. The bank must resolutely implement a differentiated competitive strategy and fully reflect the differences in customers, products, technology and channels. Competitive strategy, resolutely implement integrated network transformation, improve the service quality and efficiency of outlets, According to the different needs of different customer groups, to work out for action of products and services so as to realize differentiation of product development and service, on this basis same time improve the service radius of outlets, strengthen technical support, enhance the comprehensive quality of personnel, and multi-channel Get customers, thus promoting the sustained and rapid development of personal financial business. Keywords: internet finance; bank A; personal financial business; competitive strategy 目录 V 目 录 摘要…………………………………………………………………………………I ABSTRACT III 第一章 绪论 ................................................................................................................. 1 第一节 研究的背景及意义 ................................................................................... 1 一、研究背景 ......................................................................................................................... 1 二、研究意义 ......................................................................................................................... 2 第二节 国内外研究现状 ....................................................................................... 2 一、国外研究文献 ................................................................................................................. 2 二、国内研究文献 ................................................................................................................. 3 三、文献评述 ......................................................................................................................... 5 第三节 研究内容与研究方法 ............................................................................... 6 一、研究内容 ......................................................................................................................... 6 二、研究方法 ......................................................................................................................... 6 第二章 相关概念与理论综述 ..................................................................................... 8 第一节 基本概念辨析 ........................................................................................... 8 一、个人金融业务 ................................................................................................................. 8 二、互联网金融 ..................................................................................................................... 8 第二节 个人金融业务相关理论 ........................................................................... 9 一、市场细分理论 ................................................................................................................. 9 二、生命周期理论 ............................................................................................................... 10 三、金融创新理论 ............................................................................................................... 11 第三节 战略管理相关理论 ................................................................................. 12 一、战略管理意义和概念 ................................................................................................... 12 二、战略管理理论 ............................................................................................................... 12 三、蓝海战略理论 ............................................................................................................... 13 四、竞争战略管理理论 ....................................................................................................... 13 第四节 研究模型 ................................................................................................. 14 目录 VI 一、PEST分析法 ................................................................................................................. 14 二、五力模型理论 ............................................................................................................... 15 三、SWOT分析法 ............................................................................................................... 15 第三章 A银行个人金融业务的外部环境分析 ....................................