伴随着全球信息科技的发展，互联网与传统行业之间的界限逐渐被打破。随着金 融全球化步伐的推进，互联网金融这一领域正迅猛发展，互联网金融思维逐步深入人 心。在互联网金融模式下，P2P网贷、第三方支付、网络理财等创新金融型态，给商 业银行的传统业务带来了巨大冲击和影响。实施转型升级是商业银行应对金融非中介 化趋势所提出的新的战略要求，也是商业银行促进互联网金融健康发展，提升自身竞 争力、抢夺客户市场、谋求长远发展的重要手段。 首先，本文运用文献阅读法，对当前国内外对互联网金融的概念、模式、对商业 银行影响的研究现状进行梳理和综合性阐述，形成论文的理论基础；其次，应用对比 分析、定性和定量分析结合法等针对中信银行进行分析研究，从本人工作实际出发， 对中信银行的网银、手机银行、微信银行、电商管家等电子渠道的发展现状，资产、 负债、中间业务发展状况作出归纳总结，同时和当前互联网金融总体发展状况进行对 比谈及；再次，应用定性分析法，选择SWOT与PEST等工具，针对互联网金融背景 下中信银行业务发展环境作出分析，包括外内部环境与竞争环境等，指出中信银行存 在的问题，例如零售业务弱、中收占比低、不良率高、业务处理程序长等；最后，提 出中信银行在互联网金融背景下的转型措施，具体包括立足客户思维，实现精准营销， 提升零售客户占比；创新产品服务，拓展服务渠道，提高中间业务收入；开展与互联 网信贷平台机构合作，完善风险管控；改善业务流程，提高业务处理速度；建立有特 色的智慧型网点；实现传统业务与互联网金融业务的有效协同。 关键词：互联网金融商业银行业务发展PEST分析SWOT分析转型措施 III ABSTRACT Withthedevelopmentofglobalinformationtechnology,theboundarybetweenthe Internetandtraditionalindustriesisgraduallybroken.Withtheadvancementoffinancial globalization,thefieldofInternetfinanceisdevelopingrapidly,andtheInternetfinance thinkinghasgraduallybecomepopularamongpeople.InthemodeofInternetfinance, innovativefinancialformssuchasP2Ponlinelending,third-partypaymentandonline financinghavebroughthugeimpactandinfluencetothetraditionalbusinessofcommercial Banks.Theimplementationoftransformationandupgradingisanewstrategicrequirement forcommercialBankstocopewiththetrendoffinancialdisintermediation.Itisalsoan importantmeansforcommercialBankstopromotethehealthydevelopmentofInternet finance,enhancetheircompetitiveness,grabcustomermarketsandseekforlong-term development. Firstofall,thispaperusestheliteraturereadingmethodtosortoutand comprehensivelyexpoundthecurrentresearchstatusofInternetfinance'sconcept,model andinfluenceoncommercialBanksathomeandabroad,thusformingthetheoreticalbasis ofthepaper.Second,theapplicationofcomparativeanalysis,incombinationwith qualitativeandquantitativeanalysismethodforanalysisofciticbank,basedonthepractice myselfwork,onlinebanking,mobilebankingofChinaciticbank,bankofWeiXin, electronicbusinessoperatorsandotherelectronicchannelssuchasciticchannel developmentpresentsituation,assets,liabilities,intermediarybusinessdevelopmenttosum up,atthesametimewerecomparedwiththecurrentoveralldevelopmentsituationofthe Internetfinancialtalk;Thirdly,qualitativeanalysisisappliedtoselectSWOTandPEST andothertoolstoanalyzethebusinessdevelopmentenvironmentofciticbankinthe contextofInternetfinance,includingexternalandinternalenvironmentandcompetitive environment.Problemsexistinginciticbankarepointedout,suchasweakretailbusiness, lowrevenueratio,highdefectrateandlongbusinessprocessingprocedures.Finally,itputs forwardthetransformationmeasuresofChinaciticbankinthecontextofInternetfinance, includingcustomerthinking,precisionmarketingandpromotionoftheproportionofretail customers.Innovateproductservices,expandservicechannels,andimproveintermediate businessincome;CooperatewithInternetcreditplatforminstitutionstoimproverisk IV control;Improvebusinessprocessesandspeedupbusinessprocessing;Toestablisha distinctiveintelligentnetwork;Realizetheeffectivecoordinationbetweentraditional businessandInternetfinancialbusiness. KEYWORDS:InternetFinanceCommercialBankBusinessDevelopment PESTAnalyticalMethodSWOTAnalyticalMethod TransformationMeasure V 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.........................................................................................................................................1 1.2研究内容................................................................................................................................................2 1.3研究方法及技术路线............................................................................................................................3 1.3.1研究方法.........................................................................................................................................3 1.3.2技术路线.........................................................................................................................................3 1.4创新点....................................................................................................................................................4 第二章相关理论研究综述................................................................................................................5 2.1互联网金融的概念................................................................................................................................5 2.2互联网金融模式....................................................................................................................................5 2.2.1P2P网贷...........................................................................................................................................6 2.2.2第三方支付.....................................................................................................................................6 2.2.3网络理财.........................................................................................................................................7 2.3互联网金融对商业银行的影响............................................................................................................8 第三章中信银行业务发展现状及分析.......................................................................................11 3.1中信银行简介......................................................................................................................................11 3.2中信银行电子渠道发展现状..............................................................................................................11 3.2.1网上银行.......................................................................................................................................12 3.2.2手机银行.......................................................................................................................................12 3.2.3微信银行.......................................................................................................................................12 3.2.4电商管家.......................................................................................................................................12 3.3中信银行三大业务发展现状..............................................................................................................13 3.3.1资产业务.......................................................................................................................................13 3.3.2负债业务..........................................................................................................