近年来，随着互联网金融的迅速发展，全社会移动化、信息化、智能 化水平处于不断更新中，人们的日常生活工作节奏加快，客户的消费观念、 金融需求在随着社会的进步而逐步转变，促使银行的传统服务突破金融机 构物理网点和营业时间的束缚，让客户可以通过各类场景平台快速获得金 融服务，可以说，金融服务趋于场景化是未来金融市场发展的必经之路。 在此背景下，传统商业银行如何适应市场要求转型发展，依据客户需求发 展场景化金融业务，通过新技术环境为客户提供方便、快捷、低价、高效 的极致服务，是我们值得关注的问题。 本文选取了G分行场景化金融业务为研究对象，在研究分析国内外相 关研究文献的基础上，首先，通过介绍G分行场景化金融发展策略与组织 架构、结构状况及效益状况，分析G分行场景化金融业务发展状况。随后， 找出G分行场景化金融业务发展的存在问题，指出主要存在场景建设效率 较为低下、发展模式较为单一、业务发展效益不佳等方面的问题，并分别 描述存在的问题表现和分析问题产生的原因。接着，选取A分行及B分行 进行场景化金融业务实践考察，并从先进经验方面进行研究分析。最后， 针对G分行场景化金融业务发展提出对策建议，结合G分行实际，提出应 从提升场景建设效率、推进场景化金融业务多样化、提升场景化业务效益 等方面进行努力与提升。 通过对G分行场景化金融业务发展问题的研究，针对性提出发展对策 建议，有利于G分行推动场景化金融业务发展，以应对市场的需求及挑战， 巩固使其在金融行业中的稳固地位。同时，为商业银行进行场景化金融转 型和发展策略提供一定的理论依据，为商业银行场景化金融竞争策略和发 展措施研究提供一些参考。 关键词：商业银行；场景；互联网金融 II RESEARCH ON THE DEVELOPMENT OF SCENARIO FINANCIAL BUSINESS OF G BRANCH ABSTRACT In recent years, with the rapid development of Internet finance, the level of mobility, informatization and intelligence of the whole society is constantly updated, the pace of people's daily life and work is accelerated, the consumer concept and financial demand of customers are gradually changing with the progress of the society, which promotes the traditional services of banks to break through the constraints of physical outlets and business hours of financial institutions, so that customers can quickly access financial services through various scenario platforms, it can be said that the financial services tend to scenario is the only way for the development of the future financial market. In this context, how traditional commercial banks adapt to the transformation and development of market requirements, develop scenario based financial business according to customer needs, and provide customers with convenient, fast, low-cost and efficient ultimate services through the new technology environment are issues that we should pay attention to. This paper selects G branch's scenario financial business as the research object. Based on the research and analysis of relevant research literature at home and abroad, first of all, through the introduction of G branch's scenario financial development strategy and organizational structure, structural status and benefit status, it analyzes the development status of G branch's scenario financial business. Then, it finds out the existing problems in the development of scenario financial business of G branch, points out the main problems such as low efficiency of scenario construction, single development mode, poor business development efficiency, and describes the existing problems and analyzes the causes of the problems. And then, select a branch and B branch to carry out scenario financial business practice inspection, and conduct research and analysis from advanced experience. Finally, the paper puts forward III countermeasures and suggestions for the development of scenario financial business of G branch. Combined with the reality of G branch, it puts forward that efforts should be made to improve the efficiency of scenario construction, promote the diversification of scenario financial business, and improve the efficiency of scenario business. Through the research on the development of scenario financial business of G branch, this paper puts forward the development countermeasures and suggestions, which is conducive to the development of scenario financial business of G branch, to meet the market demand and challenges, and to consolidate its stable position in the financial industry. At the same time, it provides some theoretical basis for the scenario financial transformation and development strategy of commercial banks, and provides some reference for the research of scenario financial competition strategy and development measures of commercial banks. KEY WORDS: Commercial Bank; Scenario; Internet Finance 目 录 摘要 ........................................................................................................................................... I ABSTRACT ................................................................................................................................... II 第一章 绪 论 .......................................................................................................................... 1 1.1研究背景及意义 .................................................................................................................. 1 1.1.1 研究背景 .......................................................................................................................... 1 1.1.2 研究意义 .......................................................................................................................... 2 1.2国内外研究综述 .................................................................................................................. 2 1.2.1 国外研究综述 .................................................................................................................. 3 1.2.2 国内研究综述 .................................................................................................................. 4 1.2.3 对既有研究的评述 .......................................................................................................... 6 1.3 研究思路、内容及方法 ..................................................................................................... 6 1.3.1 研究思路 .......................................................................................................................... 6 1.3.2 研究内容 .......................................................................................................................... 7 1.3.3研究方法 ........................................................................................................................... 8 1.4创新与不足 .......................................................................................................................... 8 1.4.1 创新之处 .......................................................................................................................... 8 1.4.2 存在的不足 ...................................................................................................................... 9 第二章 G分行场景化金融业务发展状况分析 ................................................................... 10 2.1 G分行场景化金融业务发展策略和架构状况 ................................................................ 10 2.1.1 发展策略 ........................................................................................................................ 10 2.1.2 组织架构 ........................................................................................................................ 11 2.2 G分行场景化金融业务结构状况 ................................................................................. 12 2.2.1社会保障类场景 ............................................................................................................. 12 2.2.2生活服务类场景 ............................................................................................................. 12 2.2.3交通出行类场景 ............................................................................................................. 13 2.2.4第三方嵌入类场景 .......................................................................................................