發(fā)布時間：2018-03-23 20:37

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

【摘要】：電子銀行業(yè)務(wù)近年來隨著我國經(jīng)濟的發(fā)展和金融市場的需求而快速發(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)模逐年擴大,對人們的生活產(chǎn)生越來越大的影響。因而,研究我國商業(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,對電子銀行業(yè)務(wù)的概念進行界定,隨后分別對電子銀行業(yè)務(wù)的特點和優(yōu)勢進行闡述,相對于傳統(tǒng)銀行業(yè)務(wù),電子銀行業(yè)務(wù)顯著的特點就是高效、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、個性化的特點。因此,研究電子銀行業(yè)務(wù)的發(fā)展,不但是金融市場的必然趨勢,而且也是銀行提升核心競爭力,銀行得以健康生存發(fā)展的重要因素。為了更好的進行我國商業(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,再對國內(nèi)外電子銀行業(yè)務(wù)進行了對比分析�，F(xiàn)階段電子銀行業(yè)務(wù)發(fā)展迅速,電商規(guī)模日益擴大,使得我國商業(yè)銀行的電子銀行業(yè)務(wù)有了良好的發(fā)展環(huán)境。我國商業(yè)銀行電子銀行業(yè)務(wù)發(fā)展存在的問題主要有市場認知度不足、產(chǎn)品敏捷性差、客戶動戶率低、營銷理念差以及售后服務(wù)不到位等問題。分析其原因,主要有銀行內(nèi)對電子銀行作用認知不到位、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)險及專業(yè)化人才欠缺等問題。通過案例分析進一步研究我國電子銀行業(yè)務(wù)的發(fā)展情況,選取的對象為中國農(nóng)業(yè)銀行吉林省長春市高新區(qū)的三個支行,在收集了2014年、2015年的數(shù)據(jù)后,利用SPSS軟件對所有影響因素相關(guān)性進行分析,通過分析可以看出,對商業(yè)銀行電子銀行業(yè)務(wù)收入影響較為關(guān)鍵的因素主要為個人客戶滲透率、動戶率及活躍率。因此分別對其電子銀行業(yè)務(wù)的發(fā)展規(guī)模、滲透率、動戶率以及電子銀行中間業(yè)務(wù)收入進行了分析。通過分析可以看出,無論是業(yè)務(wù)發(fā)展規(guī)模還是滲透率,三個支行都整體呈上升趨勢,但是動戶率較低,特別是個人用戶的動戶率偏低,而電子銀行業(yè)務(wù)的收入中,以消費業(yè)務(wù)、電子商務(wù)、個人網(wǎng)銀及企業(yè)網(wǎng)銀為主。結(jié)合實證分析的結(jié)果,我國商業(yè)銀行電子銀行業(yè)務(wù)發(fā)展所要實現(xiàn)的目標,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。為了實現(xiàn)既定的目標,對我國商業(yè)銀行電子銀行業(yè)務(wù)的發(fā)展提出建議:加強電子銀行業(yè)務(wù)的重視程度,提高市場營銷力度,加快產(chǎn)品功能創(chuàng)新,完善風(fēng)險管控水平,做好跟蹤反饋和售后服務(wù)及強化專業(yè)隊伍建設(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】：吉林財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.2;F724.6

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