發(fā)布時(shí)間：2018-03-23 20:37

  本文選題：電子銀行　切入點(diǎn)：電子商務(wù)　出處：《吉林財(cái)經(jīng)大學(xué)》2017年碩士論文

【摘要】：電子銀行業(yè)務(wù)近年來(lái)隨著我國(guó)經(jīng)濟(jì)的發(fā)展和金融市場(chǎng)的需求而快速發(fā)展,如今已經(jīng)成為銀行業(yè)務(wù)中十分重要的組成部分,且其規(guī)模逐年擴(kuò)大,對(duì)人們的生活產(chǎn)生越來(lái)越大的影響。因而,研究我國(guó)商業(yè)銀行電子銀行業(yè)務(wù)的發(fā)展有著十分重要的意義。首先,對(duì)電子銀行業(yè)務(wù)的概念進(jìn)行界定,隨后分別對(duì)電子銀行業(yè)務(wù)的特點(diǎn)和優(yōu)勢(shì)進(jìn)行闡述,相對(duì)于傳統(tǒng)銀行業(yè)務(wù),電子銀行業(yè)務(wù)顯著的特點(diǎn)就是高效、快捷、方便、成本低等,電子銀行業(yè)務(wù)產(chǎn)品也具有多元化、個(gè)性化的特點(diǎn)。因此,研究電子銀行業(yè)務(wù)的發(fā)展,不但是金融市場(chǎng)的必然趨勢(shì),而且也是銀行提升核心競(jìng)爭(zhēng)力,銀行得以健康生存發(fā)展的重要因素。為了更好的進(jìn)行我國(guó)商業(yè)銀行電子銀行業(yè)務(wù)發(fā)展情況的研究,在分析了現(xiàn)階段電子銀行業(yè)務(wù)發(fā)展環(huán)境后,再對(duì)國(guó)內(nèi)外電子銀行業(yè)務(wù)進(jìn)行了對(duì)比分析。現(xiàn)階段電子銀行業(yè)務(wù)發(fā)展迅速,電商規(guī)模日益擴(kuò)大,使得我國(guó)商業(yè)銀行的電子銀行業(yè)務(wù)有了良好的發(fā)展環(huán)境。我國(guó)商業(yè)銀行電子銀行業(yè)務(wù)發(fā)展存在的問(wèn)題主要有市場(chǎng)認(rèn)知度不足、產(chǎn)品敏捷性差、客戶(hù)動(dòng)戶(hù)率低、營(yíng)銷(xiāo)理念差以及售后服務(wù)不到位等問(wèn)題。分析其原因,主要有銀行內(nèi)對(duì)電子銀行作用認(rèn)知不到位、渠道建設(shè)不完善、產(chǎn)品功能不適用、電子銀行存在一定風(fēng)險(xiǎn)及專(zhuān)業(yè)化人才欠缺等問(wèn)題。通過(guò)案例分析進(jìn)一步研究我國(guó)電子銀行業(yè)務(wù)的發(fā)展情況,選取的對(duì)象為中國(guó)農(nóng)業(yè)銀行吉林省長(zhǎng)春市高新區(qū)的三個(gè)支行,在收集了2014年、2015年的數(shù)據(jù)后,利用SPSS軟件對(duì)所有影響因素相關(guān)性進(jìn)行分析,通過(guò)分析可以看出,對(duì)商業(yè)銀行電子銀行業(yè)務(wù)收入影響較為關(guān)鍵的因素主要為個(gè)人客戶(hù)滲透率、動(dòng)戶(hù)率及活躍率。因此分別對(duì)其電子銀行業(yè)務(wù)的發(fā)展規(guī)模、滲透率、動(dòng)戶(hù)率以及電子銀行中間業(yè)務(wù)收入進(jìn)行了分析。通過(guò)分析可以看出,無(wú)論是業(yè)務(wù)發(fā)展規(guī)模還是滲透率,三個(gè)支行都整體呈上升趨勢(shì),但是動(dòng)戶(hù)率較低,特別是個(gè)人用戶(hù)的動(dòng)戶(hù)率偏低,而電子銀行業(yè)務(wù)的收入中,以消費(fèi)業(yè)務(wù)、電子商務(wù)、個(gè)人網(wǎng)銀及企業(yè)網(wǎng)銀為主。結(jié)合實(shí)證分析的結(jié)果,我國(guó)商業(yè)銀行電子銀行業(yè)務(wù)發(fā)展所要實(shí)現(xiàn)的目標(biāo),就是要建立安全可靠的現(xiàn)代化支付體系,完善產(chǎn)品功能,推動(dòng)自助銀行的發(fā)展以及提高銀行的管理水平和工作效率。為了實(shí)現(xiàn)既定的目標(biāo),對(duì)我國(guó)商業(yè)銀行電子銀行業(yè)務(wù)的發(fā)展提出建議:加強(qiáng)電子銀行業(yè)務(wù)的重視程度,提高市場(chǎng)營(yíng)銷(xiāo)力度,加快產(chǎn)品功能創(chuàng)新,完善風(fēng)險(xiǎn)管控水平,做好跟蹤反饋和售后服務(wù)及強(qiáng)化專(zhuān)業(yè)隊(duì)伍建設(shè)。
[Abstract]:The electronic banking business has developed rapidly in recent years with the development of our country's economy and the demand of the financial market. Now it has become a very important part of the banking business, and its scale is expanding year by year. Therefore, it is of great significance to study the development of electronic banking business of commercial banks in China. First of all, the concept of electronic banking business is defined. Subsequently, the characteristics and advantages of electronic banking business are described separately. Compared with traditional banking business, electronic banking business is characterized by its efficiency, speed, convenience, low cost, and so on. The products of electronic banking business are also diversified. Therefore, it is not only the inevitable trend of the financial market to study the development of electronic banking business, but also the enhancement of core competitiveness of banks. In order to better carry out the research on the development of electronic banking business of commercial banks in China, after analyzing the current development environment of electronic banking business, This paper also makes a comparative analysis of the domestic and foreign electronic banking business. At present, the electronic banking business is developing rapidly, and the scale of e-commerce is expanding day by day. The problems existing in the development of electronic banking business of commercial banks in China are lack of market recognition, poor product agility, low account rate of customers. The main reasons are that the function of the electronic bank in the bank is not in place, the channel construction is not perfect, the product function is not suitable, the reason is that the marketing concept is poor and the after-sale service is not in place. There are some problems in electronic banking, such as risk and lack of specialized talents. Through case analysis, the author further studies the development of electronic banking business in China, and selects the three branches of Changchun High-tech Zone of Agricultural Bank of China, Jilin Province. After collecting the data of 2014 and 2015, we use SPSS software to analyze the correlation of all the influencing factors. Through the analysis, we can see that the key factor affecting the income of electronic banking of commercial banks is mainly personal customer penetration. Therefore, the development scale, penetration rate, mobile account rate and intermediate business income of electronic banking are analyzed respectively. The three branches all showed an upward trend as a whole, but the mobile account rate was relatively low, especially for individual users. In the revenue of electronic banking business, consumer business, electronic commerce, Combined with the results of empirical analysis, the goal of the development of electronic banking business of commercial banks in China is to establish a safe and reliable modern payment system and improve the function of products. To promote the development of self-help banks and to improve the management level and working efficiency of banks. In order to achieve the established goals, the paper puts forward some suggestions for the development of electronic banking business of commercial banks in China: strengthening the importance of electronic banking business, Improve marketing, accelerate product function innovation, perfect risk management and control level, do a good job of tracking feedback and after-sales service and strengthen the construction of professional team.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F832.2;F724.6

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