I 摘要 随着互联网技术和思维影响的加深，银行业革新力度进一步加大，以满足客户对 服务以及产品需求。但在银行进行零售业务转型升级的过程中，基于不同发展定位， 部分银行零售业务转型升级面临诸多瓶颈，M商业银行零售业务同样面临转型瓶颈。 因此需要以M银行作为研究对象，研究其在互联网背景下的零售业务转型问题。 采用文献法、案例法、实地调研等方法，聚焦M银行在互联网背景下的零售业务 转型问题，通过分析银行零售业务转型相关理论和文献，结合对M银行的实地访谈调 研分析发现，M商业银行零售业务主要存在网点布局不适应业务快速发展需要、业务 产品种类单一、服务逻辑和客户体验缺少鲜明性和人力资源不足等方面问题，并基于 问题和发展导向，从调整零售业务发展战略、实施网点升级转型、利用大数据进行精 准营销、创新金融产品和服务体系以及构建科学的客户关系管理体系等方面提出M商 业银行零售业务的转型对策和建议。 主要贡献是可以推动M商业银行零售业务的转型，从而加强其核心竞争力，让其 在市场中的地位更加稳固，保障M商业银行稳定可持续的发展现状，另外也可以给同 类型的银行提供参考。 关键词：互联网金融；商业银行；零售业务转型；对策 论文类型：应用研究 西南科技大学硕士学位论文 II Abstract WiththedeepeningoftheinfluenceofInternettechnologyandthinking,thebanking industryhasfurtherinnovatedtomeetcustomerdemandforservicesandproducts.However, intheprocessofthetransformationandupgradingoftheretailbankingbusiness,basedon differentdevelopmentpositioning,somebanks'retailbusinesstransformationand upgradingfacemanybottlenecks,andMCommercialBank'sretailbusinessalsofaces transformationbottlenecks.Therefore,itisnecessarytotakeMBankastheresearchobject tostudyitsretailbusinesstransformationinthecontextoftheInternet. Usingliteraturemethod,casemethod,fieldresearchandothermethods,focusingonM Bank’sretailbusinesstransformationinthecontextoftheInternet,throughanalysisof relevanttheoriesandliteratureonbank’sretailbusinesstransformation,combinedwith on-siteinterviewswithMBank,itisfoundthatMCommercialBankTheretailbusiness mainlyhasproblemssuchasthelayoutofoutlets,thesingletypeofbusinessproducts,the lackofdistinctivenessofservicelogicandcustomerexperience,andthelackofhuman resources.Basedontheproblemsandthetransformationanddevelopmentorientation,the retailbusinesshasasingleproductcategory,bankservicelogicandlackofcustomer experience.Distinctnessandexistinghumanresourcescannotmeetdevelopmentneeds. Basedonproblemsanddevelopmentorientation,fromadjustingretailbusiness developmentstrategies,implementingbranchupgradesandtransformation,usingbigdata forprecisionmarketing,innovatingfinancialproductsandservicesystems,andbuilding scientificcustomerrelationshipmanagementSystemandotheraspectsputforward countermeasuresandsuggestionsforthetransformationofMCommercialBank'sretail business. ThemaincontributionistopromotethetransformationofMcommercialbank'sretail business,soastostrengthenitscorecompetitiveness,stabilizeitspositioninthemarket, guaranteethestableandsustainabledevelopmentstatusofMcommercialbank,andprovide referenceforsimilarenterprises. Keywords:Internetfinance,commercialbank,retailbusinesstransformation； countermeasure TYPEOFDISSERTATION:ApplicationResearch 目录 III 目录 摘要....................................................................................................................................I Abstract.............................................................................................................................II 1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国内外研究综述.....................................................................................................2 1.2.1国外研究综述.................................................................................................2 1.2.2国内研究综述.................................................................................................4 1.2.3研究评述.........................................................................................................6 1.3研究思路及方法.....................................................................................................7 1.3.1研究思路.........................................................................................................7 1.3.2研究方法.........................................................................................................8 2相关概念及理论基础.................................................................................................10 2.1互联网金融概述...................................................................................................10 2.1.1互联网金融的内涵.......................................................................................10 2.1.2互联网金融主要形式...................................................................................11 2.2商业银行零售业务概述.......................................................................................13 2.2.1商业银行零售业务的涵义...........................................................................13 2.2.2商业银行零售业务的特点...........................................................................14 2.3相关理论基础.......................................................................................................15 2.3.1差异化战略理论...........................................................................................15 2.3.2金融创新理论...............................................................................................15 2.3.3客户关系管理理论........................................................................................16 3M商业银行零售业务转型的发展现状.....................................................................17 3.1M商业银行零售业务转型发展概述..................................................................17 3.1.1M商业银行概述...........................................................................................17 3.1.2零售业务发展情况.......................................................................................18 3.1.3零售业务产品发展现状...............................................................................19 3.1.4零售业务客户层级结构情况.......................................................................19 西南科技大学硕士学位论文 IV 3.1.5零售业务人员及内部组织情况...................................................................20 3.2M商业银行零售业务发展因素问卷调查分析..................................................20 3.2.1问卷设计与发放...........................................................................................20 3.2.2问卷信效度分析...........................................................................................20 3.2.3M商业银行零售业务转型存在的问题.......................................................21 3.3M商业银行零售业务发展问题的原因分析......................................................26 3.3.1银行发展管理理念落后...............................................................................26 3.3.2产品的创新性意识不强...............................................................................26 3.3.3缺乏科学的客户关系管理服务体系...........................................................26 3.3.4人力资源管理机制不够完善.......................................................................26 4商业银行零售业务转型发展典型案例分析.............................................................28 4.1国外商业银行零售业务发展经验......................................................................28 4.1.1美国花旗银行零售业务转型背景介绍.......................................................28 4.1.2美国花旗银行零售业务转型发展经验分析...............................................28 4.2国内招商银行零售