近年来，无论是传统商业银行与互联网平台纷纷布局消费金融市场， 并借助于先进的互联网技术创新出了与传统业务模式不同的新的商业模 式。S银行作为一家区域性银行，互联网金融对于其来说是机遇也是挑 战。S银行主动调整业务战略，大力发展互联网消费金融业务，找到业 务创新的方式与方法，取得了较好的成果；同时，S银行在获客、产品、 风险管理等方面存在问题和不足，面临着业务发展的压力和风险。 本文以S银行的互联网消费金融发展模式为研究目标，首先分析了 成熟市场和国内外银行的互联网消费金融的发展模式及相关经验，再着 重分析S银行的现状。根据其面临的自身产品特色不足、过渡依赖合作 的互联网头部平台、风险管理的体系和能力待完善等问题，提出主要四 点发展策略：一是围绕场景，挖掘获客能力，通过客户触达管理提升客 户黏性；二是重点发展互联网平台业务，提升竞争能力；第三是加强业 务创新，打造重点产品；第四是运用金融科技，提升风险管理能力。通 过明确战略定位、扩展经营渠道、加强产品创新、完善业务流程、推进 信息化建设、提升风控能力等对策，促进S银行互联网消费金融业务的 可持续发展。 关键词：消费金融，互联网消费金融，商业银行，发展策略 THE RESEARCH ON THE DEVELOPING MODEL OF INTERNET CONSUMER FINANCE OF BANK S ABSTRACT In recent years, both traditional commercial banks and Internet platforms have laid out consumer financial markets, and with the help of advanced Internet technology to innovate a new business model different from the traditional business model. S Bank as a regional bank, Internet finance is an opportunity and a challenge for it. S bank actively adjusted its business strategy, vigorously developed the Internet consumer finance business, finded ways and means of business innovation, and achieved good results. At the same time, S bank has problems and deficiencies in customer acquisition, product design, risk management and other aspects, it is facing the pressure and risk of business development. This paper takes the developing model of internet comsume finance of bank s as the research objective. This article first analyzes the mature market and domestic and foreign banks of Internet consumer finance development model and related experience, and then focus on the analysis of the status of bank s. According to the shortage of its own product characteristics, the over- reliance and cooperation of the Internet head platform, the risk management system and ability to be improved and other issues, put forward four main developing strategies: firstly, around the scene, mining the ability to get customers, through customer touch management to enhance customer viscosity; secondly, focus on the development of the Internet platform industry. The thirdly is to strengthen business innovation and create key products; the fourth is to use financial technology to enhance risk management capabilities. Through defining the strategic positioning, expanding business channels, strengthening product innovation, improving business processes, promoting information construction, improving risk control capabilities and other countermeasures, the paper intends to promote the sustainable development of Internet consumer finance business of bank s. KEYWORDS: consumer finance, internet consumer finance, commercial banks, development strategy 目 录 第一章 引言 ..................................................................... 1 1.1 研究背景和目的 .......................................................... 1 1.2 研究方法和研究思路 ...................................................... 2 第二章 消费金融理论与发展 ...................................................... 3 2.1 消费金融的定义 .......................................................... 3 2.2 理论基础 ................................................................ 3 2.2.1 SWOT理论 ......................................................... 4 2.2.2 长尾理论 ......................................................... 4 2.2.3 金融脱媒理论 ..................................................... 4 2.2.4 相关文献综述 ..................................................... 5 2.3 国内外消费金融发展状况 .................................................. 7 2.3.1 我国消费金融市场发展现状 .......................................... 7 2.3.2 美国消费金融发展实践经验 ......................................... 10 2.3.3 日本消费金融发展实践经验 ......................................... 13 2.3.4 台湾消费金融发展实践经验 ......................................... 14 2.3.5 成熟市场发展消费金融的启示 ....................................... 15 第三章 国内外商业银行消费金融发展模式分析 ...................................... 17 3.1 国外商业银行消费金融发展模式 ........................................... 17 3.1.1 美国银行发展信用卡和成立消费金融子公司 ........................... 17 3.1.2 西班牙桑坦德银行定位专业化发展 ................................... 19 3.2 国内商业银行消费金融发展模式 .......................................... 20 3.2.1 工商银行打造互联网金融生态圈 ..................................... 21 3.2.2 微众银行成为互联网平台与金融机构的连接器 ......................... 22 3.3 银行系发展模式的特点 ................................................... 23 第四章 S银行互联网消费金融发展的现状与问题 .................................... 26 4.1 业务发展基本情况 ....................................................... 26 4.2 主要产品及业务模式 ..................................................... 29 4.2.1 电商消费场景产品 ................................................ 30 4.2.2 汽车消费金融产品 ................................................ 31 4.2.3 在线秒贷产品 .................................................... 31 4.2.4 流量合作现金贷产品 .............................................. 32 4.3 业务发展措施 ........................................................... 32 4.3.1 加强销售渠道管理 ................................................ 33 4.3.2 运用产品组合 .................................................... 34 4.3.3 坚持实质风控 .................................................... 34 4.4 存在的问题和风险 ....................................................... 35 4.4.1 客户黏性不足 .................................................... 35 4.4.2 产品同质化程度高 ................................................ 36 4.4.3 过渡依赖外部渠道 ................................................ 36 4.4.4 风险管理能力待完善 .............................................. 37 4.4.5 全流程管理体系尚未建立........................................... 38 第五章 S银行互联网消费金融业务的SWOT分析 ..................................... 39 5.1长尾理论视角下的外部机遇分析 ............................................ 39 5.1.1 消费金融市场巨大 ................................................ 39 5.1.2 信息技术助推转型创新............................................. 41 5.1.3 普惠金融客群广阔 ................................................ 41 5.2 金融脱媒背景下的外部挑战 ............................................... 42 5.2.1 消金等市场参与主体日益增多 ....................................... 42 5.2.2 平台合作同业竞争加剧............................................. 42 5.2.3 监管力度不断加强 ................................................ 43 5.2.4 金融脱媒带来业务冲击............................................. 44 5.3 S银行的优势............................................................ 44 5.3.1 进入市场较早 .................................................... 44 5.3.2 战略高度重视 .................................................... 44 5.3.3 合作渠道管理完善 ................................................ 45 5.4 S银行的劣势............................................................ 45 5.4.1 区域性银行定位，老龄客群比例高 ................................... 45 5.4.2 资源配置效能待提升 .............................................. 46 5.4.3 互联网人才储备不足 .............................................. 46 第六章 S银行互联网消费金融模式的优化策略 ....................................... 47 6.1 战略目标优化 ........................................................... 47 6.1.1 战略发展目标 .................................................... 47 6.1.2 选择路径 ...................................................