国内商业银行提供电子商务服务的策略研究.pdfVIP

要 经济全球化的浪潮和互联网的发展，使传统金融业面临前所未有的机遇和挑 战；“网银互联”和电子票据系统的建设，给商业银行业务电子化创新带来新的机 会和考验。如何提高金融电子商务的综合服务水 ，如何应对第三方支付公司等 在线金融行业的多方竞争，这是摆在国内各家商业银行面前的重要课题。 论文首先对C2C、B2C、B2B、G2C 及G2B 等电子商务模式中的业务流程及其蕴 含的金融服务需求进行了梳理，进而分析国内商业银行开展电子商务服务的现状、 机遇和影响，剖析了存在的问题，包括综合服务水 亟待提高、相关法律及社会 诚信体系有待完善、面临其它在线金融行业的多方竞争等。 在此基础上，本文展开了商业银行介入电子商务服务的对策研究，提出了拓 展电子商务市场的基本思路、具体策略和创新构想。包括将与第三方支付合作作 为银行短期内发展电子商务的突破 、牢牢把握信用和安全两项关键因素、把发 展网上商城作为银行提高客户渗透率的重要途径；提出了商业银行提供电子商务 服务的市场策略、客户策略、产品策略、国际化策略、风险控制策略和资源整合 策略；结合电子商务领域的金融服务需求，提出了商业银行进行产品创新的具体 设想，包括开展直联支付服务、B2B 托管支付服务、提供供应链融资服务等。 同时本文还以工商银行开展电子商务服务的案例进行了实证分析，最后是本 文的结论和未来展望。 关键词：商业银行 电子商务 服务策略 1 Abstract The globalization of economy and the development of Internet has made the traditional financial industry face unprecedented opportunities and challenges. The second-generation pay system and e-bill system constructed by the People s Bank of China will create more opportunities for commercial banks to innovate. How to improve overall service level of financial electronic commerce, and how to deal with online multi-party competition in the financial sector like the third-party payment companies, which are placed in front of the domestic commercial banks as the important issue. The paper first combs the business process of C2C, B2C, B2B, G2C and G2B e-business models and their inherent financial service needs, and then presents the analysis of the status quo, opportunities, impacts and main problems in the domestic commercial banks which are providing e-commerce services, points out that a comprehensive service level needs to be improved, relevant legal and social credit system to be improved, and the banks are facing other online multi-party competition in the financial industry as well. On this basis, the pa