I 摘要 在当今这个信息爆炸的时代中，人们的日常生活与工作都已经离不开互联网，尤其 是互联网与国家金融行业的有机结合促使整个银行业发生了巨大变化。和传统金融模式 相比，互联网金融具有成本低、操作简单、支付快捷等一系列优势，首先从支付角度而 言，商业银行的传统社会结算模式中，其资金清算与结算功能被第三方支付平台替代， 这给商业银行的传统业务模式带来颠覆性影响；其次从负债端角度而言，互联网金融的 兴起无疑让传统银行负债业务出现巨大变化，以余额宝为例，在不到3年时间里，余额 宝完成了传统商业银行数十年的客户积累，大量资金流入到互联网金融领域，一方面推 进了我国利率市场化进程，另一方面也为传统银行的业务变革起到一定促进作用。此外， 最近几年中我国经济出现较大下行压力，再加上利率市场化进程的迅速推进，这在很大 程度上制约了传统银行业负债业务的发展，前几年这一业务领域飞速发展的趋势被打 断，国内各商业银行开始积极探索新的发展模式以应对当前业务开展不利的现状。 基于这一大环境，农行景德镇分行在最近几年中的负债业务发展也遭到一定程度的 影响，与本土其他同业对比已经存在明显劣势，并且这一劣势仍在不断扩大，该行要想 在未来得到良好发展就必须要尽快调整优化其发展战略，改进其负债结构，不断提高自 身竞争力。为此，本次研究拟定通过对比景德镇地区各商业银行以及互联网金融的发展 现状，根据农行景德镇分行的负债业务特征，深入探究农行景德镇分行未来的发展策略。 本次研究笔者先用文献研究法对学术界有关互联网金融的研究成果进行了归纳总 结，具体包括互联网金融特征研究、互联网金融对传统银行业负债业务的影响等，并通 过实际案例对农行景德镇分行在最近几年的负债业务发展中存在的问题进行剖析，在此 基础上引导出该行负债业务受互联网金融的影响；其次，通过对比分析法对互联网金融 与同业间的优劣势展开了深入对比，具体对比分析了景德镇四大国有商行的负债业务金 融产品具体数据，并通过SWOT发对农行景德镇分行在负债业务上的优势、劣势、机 遇、挑战进行分析；最后，通过市场定位与客户细分，并结合农行景德镇分行的负债业 务特征提出具体的优化方案，以期探求出一套适用于该行负债业务的发展策略。 关键词：互联网金融，负债业务，农行景德镇分行 Abstract Ⅱ Abstract Intoday'sinformationexplosionera,people'sdailylifeandworkareinseparablefrom theInternet,especiallytheorganiccombinationoftheInternetandthenationalfinancial industryhasbroughtaboutgreatchangesinthebankingindustryparedwiththe traditionalfinancialmodel,Internetfinancehasaseriesofadvantages,suchaslowcost, simpleoperationandfastpayment.Firstly,fromtheperspectiveofpayment,inthetraditional socialsettlementmodelofcommercialbanks,thefunctionofcapitalclearingandsettlement isreplacedbythethird-partypaymentplatform,whichhasasubversiveimpactonthe traditionalbusinessmodelofcommercialbanks;secondly,fromtheperspectiveofliabilities, eachother.TheriseofInternetFinanceundoubtedlymakesgreatchangesinthetraditional bank'sdebtbusiness.TakeEuropaasanexample,inlessthanthreeyears,Europahas completedthecustomeraccumulationoftraditionalcommercialbanksfordecades,anda largeamountofcapitalhasflowedintothefieldofInternetfinance.Ontheonehand,ithas promotedtheprocessofmarketizationofinterestratesinChina,ontheotherhand,ithasalso playedacertainroleinpromotingthebusinesstransformationoftraditionalbanks.。In addition,inrecentyears,China'seconomyhasexperiencedconsiderabledownwardpressure, coupledwiththerapidadvancementofinterestratemarketizationprocess,whichlargely restrictsthedevelopmentoftraditionalbankingdebtbusiness.Therapiddevelopmenttrendof thisbusinessareainthepastfewyearshasbeeninterrupted,anddomesticcommercialbanks havebeguntoactivelyexplorenewdevelopmentmodelstodealwiththeunfavorable situationofcurrentbusinessdevelopment. Basedonthisenvironment,thedevelopmentofthedebtbusinessofABCbranchhasalso beenaffectedtosomeextentinrecentyears.Ithasobviousdisadvantagescomparedwith otherlocalcounterparts,andthisdisadvantageisstillexpanding.Ifthebankwantstogeta gooddevelopmentinthefuture,itmustadjustandoptimizeitsdevelopmentstrategyassoon aspossible,improveitsdebtstructure,andconstantlyimproveitscompetitiveness.。Tothis end,thisstudyaimstoexplorethefuturedevelopmentstrategiesofABCbranchby comparingthedevelopmentstatusofvariouscommercialbanksandInternetbankinginthe region. Inthisstudy,theauthorfirstsummarizestheresearchresultsofInternetFinanceinthe academiccircleswiththemethodofliteratureresearch,includingtheresearchonInternet financialcharacteristicsandtheimpactofInternetFinanceonthetraditionalbankingdebt business.Byenumeratingtheactualcases,thispaperanalyzestheproblemsexistinginthe developmentofdebtbusinessinrecentyears.Leadingthebank'sdebtbusinessisaffectedby Internetfinance;secondly,throughcomparativeanalysis,theadvantagesanddisadvantagesof InternetFinanceandtheindustryarecompared,andthespecificdataofthedebtbusiness financialproductsofthefourmajorstate-ownedcommercialbanksareanalyzedindetail,and Abstract III theadvantages,disadvantages,opportunitiesandchallengesoftheAgriculturalBankbranch areanalyzedbySWOT.Finally,throughmarketpositioningandcustomersegmentation,and combiningwiththecharacteristicsofdebtbusinessofABCbranch,thepaperputsforwarda specificoptimizationplan,inordertoexploreasetofdevelopmentstrategiessuitableforthe bank'sliabilitybusiness. KeyWords:TheInternetFinance,Liabilitiesofthebusiness,LishuiBranchofAgricultural BankofChina 目录 IV 目录 第1章绪论.............................................................................................................................1 1.1研究背景及意义........................................................................................................1 1.2国内外研究综述........................................................................................................2 1.2.1国外研究现状...................................................................................................2 1.2.2国内研究现状...................................................................................................4 1.3研究的主要内容........................................................................................................6 1.4研究思路与研究方法................................................................................................7 第2章互联网金融与银行负债业务概述.............................................................................8 2.1互联网金融的概述....................................................................................................8 2.1.1互联网金融的特征.........................................................................................8 2.1.2互联网金融的功能.........................................................................................9 2.1.3互联网金融的典型业务...............................................................................10 2.2传统银行业负债业务发展历程及变化..................................................................11 2.2.1传统银行业负债业务.....................................................................................11 2.2.2传统银行业负债业务的新变化.....................................................................11 第3章农行景德镇分行负债业务发展现状及问题...........................................................14 3.1农行景德镇分行负债业务的发展现状及主要负债产品......................................14 3.1.1农行景德镇分行重点业务现状分析...........................................................14 3.1.2农行景德镇分行主要负债产品简介及比较...............................................16 3.1.3农行景德镇分行负债产品各要素对比及结论...........................................21 3.2农行景德镇分行负债业务面临的问题..................................................................24 第4章农行景德镇分行负债业务SWOT分析.....................................................................26 4.1SWOT分析.................................................................................................................26 4.1.1农行景德镇分行的优势分析.......................................................................26 4.1.2农行景德镇分行的劣势分析.......................................................................27 4.1.3农行景德镇分行的发展机遇.......................................................................27 4.1.4农行景德镇分行面临的挑战..................