随着互联网技术的发展，互联网金融模式迅速兴起，改变了国内金融体系，对传统 银行业务造成冲击和挑战。为了应对这一挑战，传统商业银行更加重视互联网业务的发 展，建立了互联网金融发展战略。但是随着商业银行互联网金融战略的推进，事实上冲 击的态势并没有得到改善。因为在商业银行实施互联网金融战略的同时，互联网企业也 在实施互联网金融战略，而且比商业银行发展的要更好。当商业银行还在平台搭建，产 品创新时，互联网企业已经从P2P网贷等走向垂直领域的蓝海以及深挖场景的时代。与 互联网企业相比，商业银行的互联网金融战略存在不足。在新的发展态势下，商业银行 如何依托自身的优势和特色来发展互联网金融，具有一定现实意义。 本文以工商银行的互联网金融发展战略为研究对象，对战略管理理论和发展战略理 论相关文献进行了研读，在此基础上对工商银行互联网金融发展战略实施情况、存在的 问题以及下一步发展方向进行了深入的研究和探讨。 论文首先分析了新形势下工商银行互联网金融发展战略存在的问题，通过问题成因 分析，提出用战略升级来解决目前战略中存在的问题，并且战略升级的方向就是场景共 建。其次，运用PEST和SWOT分析模型，对工商银行互联网金融战略升级的宏观环境 和微观环境进行分析，确定了工商银行互联网金融升级发展的战略选择，进一步验证了 以场景共建为突破口推进互联网金融战略升级的可行性。最后，结合前文分析结果，论 文构建了基于场景共建的互联网金融发展战略，制定了战略下具体实施策略，并结合相 关实践探索，提出战略实施保障和对策建议，包括：发展互联网场景金融的C端模式； 构建集成的信息交互应用平台；加强专业协同统筹管理；完善互联网金融战略升级机制； 强化对外合作风险管控。 关键词：互联网金融，发展战略，工商银行，场景共建 III ABSTRACT With the development of Internet technology, the Internet financial model has rapidly emerged, changing the domestic financial system and causing challenges and challenges to traditional banking services. In order to cope with this challenge, traditional commercial banks have paid more attention to the development of Internet services and established a strategy for Internet finance development. However, with the advancement of the Internet finance strategy of commercial banks, the situation of the impact has not improved. Because Internet banks are implementing Internet finance strategies while commercial banks are implementing Internet finance strategies, they are better than commercial banks. When commercial banks are still building platforms and product innovations, Internet companies have moved from P2P online loans to the blue ocean in vertical areas and the era of deep-seated scenes. Compared with Internet companies, commercial banks have insufficient Internet finance strategies. Under the new development trend, it is of practical significance for commercial banks to rely on their own advantages and characteristics to develop Internet finance. This paper takes the Internet finance development strategy of ICBC as the research object. The research is based on studing the relevant literature of strategic management theory and development strategy theory, and on this basis, making in-depth research and Discussion on the implementation, existing problems and the next development direction of the Internet finance development strategy of ICBC. Firstly, the paper analyzes the problems existing in the Internet finance development strategy of ICBC under the new situation. Through the analysis of the causes of the problems, it proposes to use the strategic upgrading to solve the problems existing in the current strategy, and the direction of the strategic upgrading is scenario co-construction. Secondly, using PEST and SWOT analysis models to analyze the macro-environment and micro-environment of ICBC's Internet finance strategy upgrade, determine the strategic choice of ICBC's Internet finance upgrade and development, and further verify the use of scene co-construction as a breakthrough to promote Internet finance strategy. The feasibility of the upgrade. Finally, combining with the results of the previous analysis, the paper constructs an Internet finance development strategy based on scene co-construction, formulates the specific implementation IV strategy under the strategy, and combines relevant practice exploration to propose strategic implementation guarantees and countermeasures, including: development of Internet scene finance C End mode; build an integrated information interaction application platform; strengthen professional collaborative management; improve the Internet financial strategy upgrade mechanism; strengthen external cooperation risk management and control. KEY WORDS:Internet finance,development strategy, ICBC,scenario co-construction V 目 录 摘要...................................................................................................................................I ABSTRACT.....................................................................................................................III 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...........................................................................................................2 1.2国内外研究现状......................................................................................................2 1.2.1国外研究现状...................................................................................................2 1.2.2国内研究现状...................................................................................................3 1.2.3国内外研究现状述评.......................................................................................4 1.3研究内容..................................................................................................................4 1.4研究方法及技术路线..............................................................................................5 1.4.1研究方法...........................................................................................................5 1.4.2技术路线...........................................................................................................6 1.5研究的创新之处......................................................................................................6 2 相关概念与理论基础....................................................................................................9 2.1相关概念..................................................................................................................9 2.1.1互联网金融.......................................................................................................9 2.1.2场景共建...........................................................................................................9 2.2理论基础..................................................................................................................9 2.2.1战略管理理论...................................................................................................9 2.2.2发展战略理论.................................................................................................11 3 工商银行互联网金融发展战略实施介绍及问题分析..............................................13 3.1工商银行互联网金融发展战略实施介绍............................................................13 VI 3.1.1工商银行互联网金融战略的定位与布局.....................................................13 3.1.2工商银行互联网金融战略的总体思路.........................................................14 3.1.3工商银行互联网金融战略实施效果.............................................................16 3.2工商银行互联网金融发展战略存在的问题及成因分析....................................17 3.2.1工商银行互联网金融发展战略存在的问题.................................................17 3.2.2工商银行互联网金融发展战略的问题成因分析.........................................18 3.3问题分析得出的启示...........