摘 要

互联网金融在过去几年里已经成为较热的话题，几乎人人都在热议“互联网 ”时代的到来，人们也对其带来的影响感同身受，常常有舆论用“这是一个最好的时代，这是一个最坏的时代”来形容这个新兴的行业。

近年来大热的“余额宝”为代表的互联网理财的因运而生，使人们不仅仅认识到理财的新兴举措，同时也给传统银行业带来了一定的影响冲击，特别是银行理财的发展面临多重挑战。

银行作为经济发展大军中不可或缺的一员，对于如何应对互联网金融浪潮带来的机遇以及冲击，需要深入的思琐研究，本文旨在明确银行理财业务在新金融模式下转型与成长的思路，按照已有的发展情况分析出未来银行理财在互联网金融领域的有多大的发展空间以及具体的发展方向。本文主要分为五个part，第一部分是提纲，主要介绍了该课题的研究背景，与国内外综述对比，理清论文框架，并找出不足之处；下一部分通过列出框架直观显现且总结出我国国内的互联网金融发展情况；第三部分详细描述理财及着重分析与其他理财工具相比，银行理财的必要性。第四部分主要研究各种互联网工具对银行理财的影响好坏，我们应该如何继承发展二者，而互联网理财的价值发挥需要哪些策略来实现；第五部分以中国银行为例进行具体分析，理论与案例结合，越发清晰，而且有建设性。

关键词：银行理财 互联网金融 机遇与挑战 继承与发展

Research on bank personal financing business in the context of Internet Banking

ABSTRACT

Internet finance has become a hot topic in the past few years, almost everyone in the hot "Internet " era, it also impacts their empathy. People with public opinion use "This is one of the best times, it was the worst of times "to describe this emerging industry.

  With the rapid development of Internet banking, different industries have used financial tools to pry the Internet industry innovation or enterprise development.

Born in 2013, Ali's "Balance treasure" as the representative of Internet financial products, to raise awareness of new forms of finance, but also to the traditional banking sector has had an impact, especially in the face of the challenges of development bank financing. And rich business Internet banking products to individual customers to bring more convenience and benefits, but also to the traditional bank personal finance business has brought a profound impact.

  As an indispensable force in the economic development of traditional banking, how to deal with the wave of Internet financial opportunities and challenges that require in-depth study of thinking, this paper aims to clear bank personal financing business transformation and development in the new financial model ideas, analysis of the future development of space and the development direction of the bank financing in the financial sector based on the existing Internet developments. This paper is divided into five parts, the first part is the introduction, mainly introduces the purpose and significance, research status, the second part introduces the concept features financial function of the Internet, and gives a detailed framework, summed up the development of China's Internet banking , describes the importance of the concept of financial management, and the third part of the bank financing research and how marketing, finance and foreign platform would compare to find the gap between the two sides. The fourth part mainly study how to inherit and develop the two, which play a strategic value of the Internet financial needs to achieve, and in-depth analysis of the Bank of China as an example, more clear and constructive. Based on the summary financial model of the Internet concept, features, functions, based on the development prospects as well as to clarify their impact on bank personal finance, and clarify the relationship between the Internet and traditional banking and finance is not subversion substituted, but if we know the relationship between inheritance and development, we can create greater value on a larger platform.

Key words：Bank financing；Internet banking；Opportunities and Challenges；Inheritance and Development

目录

摘要

ABSTRACT

1：导论 - 1 -

1.1选题背景以及意义 - 1 -

1.2文献综述 - 1 -

1.3研究思路以及研究方法 - 2 -

1.4创新点以及不足 - 3 -

2：互联网金融概述 - 3 -

2.1互联网金融概念、特征、功能 - 3 -

2.2互联网金融框架 - 4 -

2.3我国互联网金融发展情况 - 5 -

3：理财概述 - 6 -

3.1．理财含义和发展历程 - 6 -

3.2理财的分类 - 6 -

3.3银行理财的分类及其重要性 - 7 -

3.4银行理财自身优势与不足 - 8 -

3.5银行大力发展理财业务的必要性 - 8 -

4：分析各大互联网金融市场对银行理财相互影响 - 10 -

4.1 P2P平台对银行理财影响 - 10 -

4.2第三方支付对银行理财影响 - 12 -

4.3众筹对银行理财影响 - 12 -

4.4网上理财对银行理财影响 - 12 -

4.5互联网金融产品给银行理财带来的机遇与挑战 ，并进行SWOT分析 - 13 -

5：互联网金融背景下银行理财发展战略 - 15 -

5.1发展方向：相互融合，相互合作 - 15 -

5.2如何继承发展互联网金融和银行个人理财 - 16 -

5.2.1外部对策： - 16 -

5.2.2内部对策： - 17 -

5.3二者融合产物：互联网银行 - 18 -

5.4互联网理财 - 19 -

6：中国银行如何应对 - 19 -

6.1加强移动金融战略布局 - 19 -

6.2中国银行核心战略 - 20 -

6.3网点更智能 全面智能型网点大量新增 - 20 -

6.4“中银易商”理财有道，加速布局互联网金融 - 20 -

7：结论与展望 - 20 -

参考文献： - 21 -

8.致谢 - 23 -

1：导论

1.1选题背景以及意义

2013年6月上线的余额宝为代表的互联网金融产品，在比同业货币市场基金的较高收益率和当地银行间市场资金紧张的背景下，最先开拓了在线理财业务，其购买门槛低、收益较高、提取方便等优点一下子获得了人们的青睐，一下子掀起了“余额宝”热，在之后顺利晋升成为全球第二大货币基金。紧接着，各大互联网企业凭借着其网络渠道的巨大优势纷纷加入了理财产品代销的大军，更多的互联网金融产品如“理财通、现金宝、活期宝”等在我国相继诞生，在引起百姓关注的同时，更是给银行传统个人理财业务带来挑战。但是银行业并没有因此止步不前，很快各大商业银行也不甘示弱，也纷纷推出了类似产品，很长时间内互联网理财市场呈现出欣欣向荣的场面。

一定水平上看，互联网金融的迅速成长使得客户不再把商业银行作为投资理财的单一渠道，并给传统银行业理财业务带来了打击，其将对银行的业务拓展、营销方式、风控模式等带来新的内外部压力。实践证实，我们需要在分析当前复杂的市场环境情况下客观周全地认识到互联网金融给传统银行业务带来的机遇和挑战，从头学习银行自身的优势与缺陷，在此基础上，积极探究我国目前商业银行的应对措施，如何促成商业传统业务拓展和交易模式的转变以顺应时代的发展。我们亟须理清互联网金融与传统金融的关系，知道了如何继承和完善，如何很好的融合创新，就能够在更大的平台上创造更大的价值，提高商业银行的核心竞争力。

1.2文献综述

1.2.1国外研究概况