近年来，在互联网信息技术高速发展的同时，移动通信技术也得到飞跃提升，政 府通过推行相关政策，对互联网和金融的交融发展给予支持及持续指导，在此影响下， 我国互联网金融发展态势迅猛，既与历史发展机遇息息相关，也与现代经济发展紧密 关联。从本质来讲，互联网金融依然属于金融领域，发展主体不仅有众多互联网企业， 还包括传统的商业银行，金融机构和新兴金融机构。截至当前，互联网金融竞争愈加 显著，必须稳抓发展机遇，制定战略布局，以占据主导地位。目前，第三方支付、P2P 信贷、余额宝、网络消费信贷等众多新兴金融产品和工具相继出现，对于传统商业银 行来说，它们面临着极其严峻的考验和挑战。在互联网金融的激烈竞争中如何立于不 败之地，实现可持续健康发展，已成为业界的关键问题。 本文基于大型国有商业银行的视角，以工商银行JN分行为研究对象，综合运用文 献研究、调查研究、比较研究等多种研究方法，结合成熟理论和实证研究，对工商银 行JN分行的互联网金融发展进行详细分析，并提出了相应的发展战略。结合工商银行 JN分行在互联网金融领域的经营现状，剖析其存在的问题，在分析内外部环境因素的 基础上，从SWOT分析开始，结合其他商业银行互联网金融发展经验，制定与推行发 展战略实施计划。本文针对不同体量、不同规模银行的互联网金融发展战略展开探讨， 对同行业互联网金融发展战略的研究具有一定的参考意义。 关键词：商业银行，互联网金融，发展战略，战略管理 山东建筑大学硕士学位论文 II ABSTRACT InternetfinanceinChinahasbeenboomingalongwiththeinformationtechnologyand mobilecommunicationtechnologyrapiddevelopmentandpopularization,government encouragefinancialcombinationanddevelopmentoftheInternetandguidepolicyduringa fewrecentyears.TheInternetisopen,freeandsharingingenewithmorebenefitsfromthe historicaldevelopmentofgoodopportunitiesandgreattimebackgroundinChina.The essenceofInternetfinancestillliesinfinance,andthemainpartofitsdevelopmentisnot limitedtoInternetenterprises,butincludestraditionalcommercialBanks,financial institutions,traditionalInternetgiantsandemergingfinancialinstitutionsaswell.Many newfinancialinstrumentssuchasthird-partypayment,P2Pcredit,onlineconsumercredit haveemergedinthemarketmercialBanksarefacingmanychallenges.Howtostay intherightpositionandachievesustainabledevelopmentinthecompetitionofInternet financehasbecomeacommonconcern. FromtheperspectiveoftraditionalcommercialBanks,thispapertakestheJNbranch ofICBCastheresearchobject,withdifferentkindsofmethodsandcombinesvarious maturetheoriesandempiricalstudiestoconductdetailedanalysisandresearchonthe developmentofInternetfinanceofthebank,andproposescorrespondingdevelopment strategiesbinedwithJNbranchofICBCitsontheInternetinthefieldoffinancial managementpresentsituation,analyzesitsexistingproblems,basedontheanalysisofPEST, SWOTanalysis,incombinationwithothertypicalcitylistedstate-ownedBanks,joint-stock BanksandbusinessesinthedevelopmentoftheInternetfinancialexperience,putforward suitableforJNbranchofindustrialandcommercialbankofInternetfinancialdevelopment strategyplanningandimplementationandsafeguardmeasures.Thepaperenrichessome researchonInternetfinancedevelopmentstrategyofBanksindifferentsizes,andhas certainreferencesignificanceforthedevelopmentstrategyofInternetfinancebusiness. KeyWords:Commercialbank,Internetfinance,Developmentstrategy,Strategic management 山东建筑大学硕士学位论文 III 目录 摘要···································································I ABSTRACT·······························································II 第1章绪论..........................................................................................................................1 1.1选题背景与意义..............................................................................................................1 1.1.1选题背景...................................................................................................................1 1.1.2研究意义...................................................................................................................1 1.2文献综述...........................................................................................................................2 1.2.1国内相关研究成果...................................................................................................2 1.2.2国外相关研究成果...................................................................................................4 1.2.3文献评析...................................................................................................................5 1.3论文研究内容与框架.......................................................................................................6 1.4研究方法...........................................................................................................................6 1.4.1文献研究法...............................................................................................................6 1.4.2调查研究法...............................................................................................................7 1.4.3比较研究法...............................................................................................................7 1.5本文创新点.......................................................................................................................7 第2章概念界定与理论基础...........................................................................................8 2.1战略管理理论...................................................................................................................8 2.1.1安索夫的资源配置战略理论...................................................................................8 2.1.2波特的竞争战略理论...............................................................................................8 2.2企业发展战略理论...........................................................................................................8 2.3互联网金融概念...............................................................................................................8 2.3.1互联网金融的定义与范畴.......................................................................................8 2.3.2互联网金融的特点...................................................................................................9 2.3.3互联网金融主要业务...............................................................................................9 2.3.4互联网金融的发展趋势.........................................................................................10 第3章工商银行JN分行互联网金融外部环境分析.............................................12 山东建筑大学硕士学位论文 IV 3.1宏观环境分析-PEST分析..............................................................................................12 3.1.1政治法律环境（Politics）.................................................................................12 3.1.2经济环境（Economy）...........................................................................................12 3.1.3社会文化环境（Society）...................................................................................14 3.1.4技术环境（Technology）.....................................................................................15 3.2行业竞争环境分析-波特五力模型...............................................................................16 3.2.1现有竞争者的竞争能力.........................................................................................16 3.2.2潜在竞争者进入的能力.........................................................................................16 3.2.3替代品的替代能力.................................................................................................17 3.2.4供应商的议价能力.................................................................................................17 3.2.5购买者的议价能力.................................................................................................18 第4章工商银行JN分行互联网金融内部条件分析.............................................19 4.1工商银行JN分行互联网金融发展现状分析...........