A Thesis Submitted to Ningbo University for the Master’s Degree
Research on the direct bank business development strategy
of the BNB
Candidate： Yu Yeting
Supervisors：(Associate) Professor Zhang Qin
Faculty of Business College
Ningbo University
Ningbo315211，ZhejiangP.R.CHINA
June 25,2018
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宁波银行直销银行业务发展策略研究
摘要
如今，科学技术高速发展、互联网快速普及，给居民生活带来了巨大的变
化。以“余额宝”为代表的互联网金融产品在我国发展的日益壮大，使我国银
行业在盈利模式、经营模式、产品结构和服务模式等方面产生了颠覆性变化，
同时也给我国银行业未来的发展带来了新的机遇和挑战
作为互联网金融产物之一的直销银行，受到了国内外商业银行的青睐。宁
波银行作为我国首批上市的股份制商业银行之一，在竞争日趋激烈的环境下，
也开展了直销银行业务。论文通过调研宁波银行直销银行业务，结合问卷调
查、内部员工访谈等方式分析其直销银行业务的发展现状以及存在的问题，并
结合实际情况、应用相关理论对其提出业务发展策略
论文主要包括以下六部分：第一部分介绍选题背景和意义，以及研究内容
和方法；第二部分简述相关理论基础和国内外学者的研究成果；第三部分从直
销银行的定义和特点展开，简述国内外直销银行发展的概况；第四部分通过
“五力模型”，分析宁波银行直销银行业务发展面临的环境，并从产品、营销
模式、人员管理体系、风险控制等四个维度，详细分析其存在的问题；第五部
分先阐述宁波银行直销银行业务发展的目标及定位，然后针对前文所提出的问
题，提出相应的策略，分别是：（1）推出创新型的差异化产品，借鉴国外直销
银行的经验，以“精、简”为理念，在投资理财、融资借款、支付缴费等三方
面各重点推某一款产品；（2）营销策略应采用线上为主、线下为辅的方式拓宽
渠道，线上主要以微信和App营销为主，线下可以采取咖啡金融的模式，或者
通过多种活动形式宣传，吸引客户；（3）完善人员考核及管理体系，不同区域
差异化考核；（4）在业务不断扩张的同时，完善风险管理体系，尽可能低概率
地引进潜在风险客户的同时，防范系统安全、业务、市场需求不确定性等风
险；第六部分总结论文的研究成果，对全文进行概括，并说明了本文在研究中
存在的不足
关键词：互联网金融，宁波银行，直销银行，发展策略
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Research on the direct bank business development strategy
of the BNB
Abstract
Nowadays, the rapid development of science and technology and the rapid popularization of
the Internet have brought great changes to the lives of residents. Represented by balance of the
Internet's growing financial products in our country development, made in China's banking profit
model, business model, product structure and service mode of the disruptive changes, but also for
the future development of China's banking industry has brought new opportunities and challenges.
As one of the products of Internet finance, direct bank is favored by commercial Banks both
at home and abroad. As one of the first listed joint-stock commercial Banks in China, the BNB has
also carried out direct bank business in the increasingly competitive environment. Based on direct
bank investigation of the BNB ,this paper combined with the questionnaire survey, staff interview
methods such as analysis of the direct bank business development present situation and existing
problems, and connecting with the actual situation, the application of relevant theories about its
business development strategy is put forward.
The thesis mainly includes the following six parts: the first part introduces the background
and significance of the topic, as well as the research contents and methods; The second part
describes the theoretical basis and the research results of domestic and foreign scholars. The third
part starts from the definition and characteristics of direct bank, and briefly describes the
development of direct Banks at home and abroad. The fourth part through the five model, the
analysis the direct bank business development of the BNB facing the competition environment,
and from product, marketing mode, personnel management system, risk control and so on four
dimensions, detailed analysis of the existing problems; The fifth part proposes the direct bank
business development goals and positioning of the BNB, and then in view of the above questions,
put forward the corresponding strategy, respectively is: (1) the difference of the innovative
products, based on the experience of the foreign direct bank, withstreamline as the concept, in
finance and investment, financing, loans, pay pay cost three aspects, such as the key to push a
product; (2) marketing strategy should adopt the way of online, offline is complementary to
broaden channels, mainly micro letter and App marketing online, offline can take coffee financial
mode, or form of publicity, through a variety of activities to attract customers; (3) improve the
personnel assessment and management system and different regional differentiation assessment; (4)。。。