近年来，我国互联网金融市场发展迅速，随之衍生出各类新兴金融产品和金融服务， 这类产品和服务已高速发展并不断推陈出新，创新型的在线金融服务平台大量涌现，并 接受了市场的检验和淘汰。与传统金融行业相比，互联网金融代表了新兴的金融服务行 业。 本文首先通过对传统商业银行零售业务目前的发展背景、研究意义以及国内外的研 究现状进行阐述，以M银行零售业务现状为研究对象，以转型发展策略的提出为研究 目的，针对M银行零售业务发展所面临的困境、挑战以及渠道融合定位不清晰、业务 同质化现象严重、数据处理应用机制落后、线下作业模式占用资源过多等问题进行分析， 挖掘M银行零售业务的经营模式改造潜力，对其现有的零售业务板块中存在的规划布 局不合理、人才素质结构和培养机制不完善、银行内部绩效考核体系不完备、客户拓展 能力不足等问题进行综合分析。随后基于SWOT分析工具，对M银行零售业务全面转 型过程中所存在的信息对称化程度低、投入产出周期比长、经营理念及模式需革新以及 基本业务面待改善等多项内容进行分析与探究。最后从收益型金融产品的创新研发、融 资类业务的设计推广、个人金融业务的多元化发展规划等角度，制定实用可行的M银 行零售业务转型发展策略，并通过M银行对互联网金融模式的有效借鉴，创建出M银 行零售业务板块同经济新常态相适应、同数字化平台相融合的繁荣发展局面。 我们有理由相信，伴随着行业内自律程度的积极提升、国家政策法规的逐步完善、 监察机构的全面监督等多方共同协作和努力，传统商业银行通过务实转型、适时调整、 积极应变，必能在互联网金融领域开辟出特色天地。 关键词：互联网金融；零售业务；转型发展策略 互联网金融冲击下M银行零售业务转型策略 -II- BankMRetailBusinessTransitionStrategyundertheInternetFinancial Shock Abstract Inrecentyears,withtherapiddevelopmentofInternetfinance,avarietyoffinancial productsandserviceshavebeenlaunched.Thesefinancialproductsandserviceshave developedatahighspeedandcontinuetoinnovate.Manyinnovativeonlinefinancialservice platformshavebeenformedandhavebeentestedbythemarketparedwiththe traditionalfinancialindustry,InternetFinancerepresentstheemergingcalloffinancial services. Throughthecomprehensiveanalysisofcurrentindustry,researchsignificanceand domestic&foreignindustry,thispapertakesthecurrentsituationandtransformation developmentofMbank'sretailbusinessastheresearchobject,aimingatthechallengesfaced byMbank'sretailbusinesschanneldevelopment,unclearintegrationpositioningofInternet financialchannels,serioushomogenizationofretailbusiness,retailbusinessandanalyzethe currentsituationoftheprocessingandapplicationmechanism,thetraditionaloffline redundantoperationmode,andexcavatedevelopmenttrendofMbank'sretailbusinessand theexistingproblemssuchasthelackofreasonableplanningandlayoutofInternetFinancial retailbusiness,theneedtoimprovethestructureandtrainingmechanismoftalents,the incompletenessofinternalperformanceevaluationsystem,theinsufficientexpansionof customersduetotheproblemsofstructure,thecomparisonofthedevelopmenttrendofM bank'sInternetfinance,andcomprehensiveanalysisofInternetfinanceonMbank'sretail businessmodel.ThepaperthendiscussedMbank’sretailbusinesstransformationunder currentenvironmentusingSWOT:asymmetricalinformation,shortenturnovercycle, businessmodel,enterprisebusiness,opportunitycostandefficiency.Finally,accordingtothe innovativeresearchanddevelopmentofincomefinancialproducts,thedesigninnovationof financingbusinessandthediversifieddevelopmentofpersonalizedfinancialservices financialbusiness,tocreateaprosperousdevelopmentsituationinwhichMbankcanlearn fromtheInternetfinancialmodel,adapttothenewnormalofeconomyandintegratewiththe constructionofdigitalplatform. Wehavereasontobelievethatwiththepositiveimprovementofself-disciplinein financialindustry,thegradualimprovementofnationalpoliciesandregulations,the supervisionofrelevantsupervisioninstitutionsandthejointcooperationandeffortsofmany parties,traditionalcommercialbankswillbeinthevanguardpositioninthefuturemarket 大连理工大学专业学位硕士学位论文 -III- competitionbylearningfromtheInternetfinancialservicemodeandtimelyadjustingthe developmentstrategyandactivelychangingandtransforming. KeyWords：InternetFinance;RetailBusiness;TransitionDevelopmentStrategy 互联网金融冲击下M银行零售业务转型策略 -IV- 目录 摘要.............................................................................................................................I Abstract..............................................................................................................................II 1绪论..............................................................................................................................1 1.1研究背景............................................................................................................1 1.2研究意义............................................................................................................2 1.3文献综述............................................................................................................3 1.3.1国外研究现状.........................................................................................3 1.3.2国内研究现状.........................................................................................4 1.4研究内容与框架................................................................................................5 2M银行零售业务的现状及问题..................................................................................7 2.1M银行基本情况介绍.......................................................................................7 2.2M银行财务现状...............................................................................................8 2.3M银行零售业务现状.....................................................................................11 2.3.1零售业务渠道发展面临挑战...............................................................11 2.3.2互联网渠道定位不清晰.......................................................................13 2.4M银行线上零售业务与互联网金融的发展趋势对比.................................13 2.4.1发展战略雷同，缺乏金融创新...........................................................13 2.4.2经营模式滞后，数据应用程度低.........................................................14 2.5M银行零售业务困境的成因.........................................................................15 2.5.1线上零售业务缺乏合理规划布局.......................................................15 2.5.2人才素质结构和培养机制有待提升...................................................16 2.5.3银行内部绩效考核体制不完备...........................................................18 3互联网金融对M银行零售业务的影响...................................................................19 3.1互联网金融对零售业务资产板块的影响......................................................19 3.2互联网金融对零售业务负债板块的影响......................................................20 3.3互联网金融对零售业务中间业务板块的影响..............................................21 4互联网背景下M银行零售业务转型的SWOT分析..............................................23 4.1优势分析..........................................................................................................23 4.1.1产品形态多样化...................................................................................24 4.1.2线上平台信息对称化程度高...............................................................25 4.1.3线上平台建设周期短、成本投入低...................................................25 大连理工大学专业学位硕士学位论文 -V- 4.2劣势分析..........................................................................................................26 4.2.1经营模式滞后.......................................................................................26 4.2.2市场占有率较低...................................................................................27 4.2.3特定客群差异化政策缺失...................................................................28 4.2.4研发水平制约发展进程.......................................................................29 4.3机会分析..........................................................................................................30 4.3.1互联网金融的使用便捷化.................