I 摘要 近年来，随着人工智能、移动互联、云计算、大数据等技术的快速发展，互联网金 融发展迅猛，对商业银行的传统经营模式造成了强烈的冲击，商业银行原有的经营理念、 营销策略及运营模式面临着前所未有的挑战。同时，互联网金融的发展使得金融服务无 处不在，客户的金融需求和行为习惯也随之发生变化，客户开始追求线上化、智能化、 多样化的快捷便利即时性服务。顺应互联网金融发展趋势和多元化差异化的客户需求变 化，商业银行的智能化、数字化网点转型已经迫在眉睫。在此背景下，本文重点研究了 我国商业银行尤其是农业银行网点的潜在问题和转型策略。 本文以国内外商业银行网点转型的研究现状为切入点，立足于银行网点功能作用、 网点转型相关理论等，为后续研究奠定理论基础；围绕互联网金融的概念和特点，具体 分析了互联网金融对商业银行资产业务、负债业务和中间业务的影响；进而以农业银行 H分行作为网点转型案例研究对象，运用SWOT法全面系统地分析了网点发展的内部 优势与劣势、外部机遇与挑战，并建立了SWOT分析矩阵，研究发现农业银行H分行 当前面临存贷款利差收窄、同业竞争激烈以及互联网金融冲击等影响，存在网点布局分 区不合理、硬件设施智能化程度低、业务办理流程复杂繁琐、营销队伍能力有待提高等 问题，并得出应进行基础设施、营销服务、业务流程、产品研发和运营管理等方面的创 新变革的结论。在此基础上，本文提出了农业银行H分行网点转型五个方面的策略建 议，具体包括优化网点基础设施、加强金融产品创新、完善网点业务流程、提升营销服 务能力、强化运营风控管理等，通过网点转型，以提高客户满意度，提升经营效率，降 低运营成本，拓展生存空间，获得新的利润来源。 关键词：互联网金融，商业银行，网点转型，智能化 ABSTRACT III ABSTRACT Inrecentyears,withthehigh-speeddevelopmentofartificialintelligence,mobileInternet, cloudcomputing,bigdataandothertechnologies,therapiddevelopmentofInternetfinance hascausedastrongimpactonthetraditionalbusinessmodelofcommercialBanks,andthe originalbusinessphilosophy,marketingstrategyandoperationmodelofcommercialBanks arefacingunprecedentedchallenges.Atthesametime,thedevelopmentofInternetfinance makesfinancialservicesubiquitous,andthefinancialneedsandbehavioralhabitsof customersalsochangeaccordingly.Customersbegintopursueonline,intelligentand diversifiedquickandconvenientreal-timeservices.Inlinewiththedevelopmenttrendof Internetfinanceandthechangeofdiversifiedanddifferentiatedcustomerdemands,the transformationofintelligentanddigitaloutletsofcommercialBanksisimminent.Inthis context,thispaperfocusesonthepotentialproblemsandtransformationstrategyofChina's commercialbankoutlets,especiallyagriculturalbank. Thispapertakestheresearchstatusofthetransformationofcommercialbankoutletsat homeandabroadasthestartingpoint,andbasesonthefunctionofbankoutletsandthe theoriesofbankoutletstransformation,soastolayatheoreticalfoundationforthefollow-up research.BasedontheconceptandcharacteristicsofInternetfinance,thispaperanalyzesthe impactofInternetfinanceontheassetbusiness,liabilitybusinessandintermediatebusiness ofcommercialBanks.TakingHbranchofagriculturalbankofChinaasthecasestudyobject ofoutletstransformation,usingtheSWOTmethod,systematicallyanalyzestheoutlets developmentofinternalstrengthsandweaknesses,externalopportunitiesandchallenges,and SWOTanalysismatrixisestablished.ThestudyfoundthatinfluencescurrentlyfacedbyH branchofagriculturalbankofChinaarethenarrowingofdepositandloanspreads,thefierce inter-bankcompetitionandtheimpactofInternetfinanceandsoon,existingproblemssuch asunreasonablelayoutandpartitionofoutlets,lowdegreeofintelligenthardwarefacilities, complicatedandtediousbusinessprocess,andtheabilityofmarketingteamtobeimproved. Andtheconclusionisdrawnthatinnovationandreformininfrastructure,marketingservices, businessprocesses,productresearchandoperationmanagementshouldbecarriedout.On thisbasis,thispaperputsforwardthetransformationofcommercialbankoutletsinfive 华北水利水电学院硕士学位论文 IV aspectsofstrategyrecommendations,includingoptimizationofoutletsinfrastructure, strengtheningfinancialproductsinnovation,reengineeringthebusinessprocessofoutlets, improvingthecapacityofmarketingservice,strengtheningthemanagementofoperational riskcontrolandsoon.Throughtheoutletstransformation,inordertoimprovecustomer satisfaction,improveoperationalefficiency,reduceoperatingcosts,expandlivingspace,get newprofitsource. KEYWORDS:Internetfinance；Commercialbank；Outletstransformation；Intelligent 目录 V 目录 摘要...........................................................................................................................................I ABSTRACT..............................................................................................................................III 1绪论.........................................................................................................................................1 1.1研究背景和意义..............................................................................................................1 1.1.1研究背景....................................................................................................................1 1.1.2研究意义....................................................................................................................2 1.2国内外研究现状..............................................................................................................3 1.2.1国外银行网点转型研究现状....................................................................................3 1.2.2国内银行网点转型研究现状....................................................................................5 1.2.3国内外研究现状简评................................................................................................6 1.3研究内容..........................................................................................................................7 1.4创新点和难点..................................................................................................................7 2银行网点转型理论基础.........................................................................................................9 2.1银行网点的功能及作用..................................................................................................9 2.2银行网点转型的内涵和目标..........................................................................................9 2.2.1银行网点转型的内涵..............................................................................................10 2.2.2银行网点转型的目标..............................................................................................10 2.3网点转型的相关理论....................................................................................................12 2.3.1SWOT分析法..........................................................................................................12 2.3.2格雷欣法则..............................................................................................................12 2.3.3二八定律..................................................................................................................13 2.3.4长尾理论..................................................................................................................13 2.3.5服务利润链理论......................................................................................................14 2.3.66S管理理论.............................................................................................................15 2.3.7网点转型理论简评..................................................................................................15 3互联网金融对商业银行网点经营的影响...........................................................................17 3.1互联网金融概述............................................................................................................17 3.1.1互联网金融的概念..................................................................................................17 3.1.2互联网金融的模式..................................................................................................17 3.2互联网金融的特点........................................................................................................18 3.3互联网金融对