商业银行的直销银行业务发展策略研究-以民生银行为例.docxVIP

1 商业银行的直销银行业务发展策略研究——以民生银行为例 摘要：如今，我们生活中随处可见的第三方支付、云计算、各种社交软件和手机银行等，这些都是伴随科技和互联网而产生的。高新技术和互联网的发展不仅影响着我们生活的方方面面，更是给传统商业银行在盈利、产品设计以及运营模式上带来了巨大的变化。虽然商业银行受到一定程度的冲击，但顺应互联网金融的发展热潮，直销银行是互联网的产物会带来前所未有的影响。直销银行在国际上的发展已经有了较成功的例子，相对而言，我国直销银行的发展虽然速度较快却不成熟。这也需要我们对比分析国内外直销银行的发展，取长补短。 本文将从直销银行概念出发分四部分分析我国商业银行发展现状。首先，概述本课题研究的背景和意义，通过文献研究法整理与直销银行相关的国内外文献，对直销银行进一步的了解并总结要研究的内容；其次，概述直销银行近几年在我国的发展情况、它的相关理论和它与商业银行现有的电子渠道之间的区别等内容；然后对比我国国内直销银行之间的发展，总结商业银行直销银行业务在发展中遇到的问题；最后根据发展中面临的障碍提供相应的改善措施和建议。 关键词：商业银行，直销银行，互联网金融，发展策略 Research on the development strategy of direct banking business of commercial Banks – a case study of Minsheng Bank Abstract: nowadays, third-party payment, cloud computing, various social software and mobile banking can be seen everywhere in our life. All these are generated by technology and Internet. The development of high technology and Internet not only affects all aspects of our life, but also affects the traditional profit model, product design and development, and the operation of commercial banks. Although to a certain extent, commercial Banks are greatly impacted, but following the development trend of Internet finance, direct selling Banks as a product of the Internet will also bring unprecedented impact. Direct selling Banks in the international development has been more successful examples, relatively speaking, although the development of Chinas direct selling Banks fast but immature. This also needs us to compare and analyze the development of domestic and foreign direct selling Banks, learn from each other. This paper will start from the concept of direct bank and link the development of Chinas commercial Banks into four parts to analyze. Firstly, the background and significance of this research are summarized. Through literature research, domestic and foreign literatures related to direct selling Banks are sorted out to further understand the direct selling Banks and summarize the contents to be studied. Secondly, it summarizes the development of direct sel