学位论文原创性声明
本人所提交的学位论文《商业银行零售业务数字化转型研究——以 JS银行为例》，
是在导师的指导下，独立进行研究工作所取得的原创性成果。除文中已经注明引用的内
容外，本论文不包含任何其他个人或集体已经发表或撰写过的研究成果。对本文的研究
做出重要贡献的个人和集体，均已在文中标明。
本声明的法律后果由本人承担。
论文作者（签名）：
指导教师确认（签名）：
2022年 5月 18日
2022年 5月 18日
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论文作者（签名）：
指导教师（签名）：
2022年 5月 18日
2022年 5月 18日

摘要
数字经济时代，被充分赋能的“数字公民”在生活习惯和消费习惯上已发生根本转
变。随着以阿里、腾讯等互联网企业引领的互联网金融行业蓬勃发展，金融交易正逐渐
演变为一种非专业性的、高度自主的、廉价易得的服务，银行在传统业务领域正不断经
受来自同业和跨界竞争者的激烈挑战。在内部竞争白热化和跨界竞争常态化大背景下，
国内各领先商业银行纷纷走上数字化转型之路，积极寻求构筑第二发展曲线，极力避免
成为“消失的银行”。在经济增速放缓、利率市场化和不良率上升等不利条件影响下，零
售金融业务正逐渐成为银行业整体业绩增长的主要动力，科学有效引领零售业务的可持
续发展，已成为各家银行的核心经营任务之一。零售业务具备贴近客户、海量数据的特
点，天生具备数字基因，是银行业推进数据驱动的数字化转型发展的适当领域。
本文以 JS银行作为主要考察对象，探讨商业银行零售业务数字化转型优化策略，
论证采用数据驱动的数字化经营理念指导零售业务发展，对于提高客户营销精准度，降
低运营成本，高效的配置和使用资源具有重要意义。本文在相关理论研究基础上，梳理
了商业银行零售业务数字化转型的基本概念、要素和内涵。结合 JS银行实际，阐述了
其在零售业务数字化转型领域的发展现状和实践成果。采用深度访谈方式，分析了其数
字化转型在经营惯性、数据基础、数据运营、组织架构和人才建设等方面的问题和成因。
最后，以 JS银行零售业务数字化转型决策环境分析为基础，重点从强化理念、提升能
力、中台赋能、敏捷组织和人才保障角度，对 JS银行零售业务数字化转型提出优化策
略，以期为 JS银行零售业务推进数字化转型发展，提升数字化管理水平提供思路参考。
关键词：银行零售业务；数字化转型；大数据
I

Abstract
In the era of digital economy, the fully empowered digital citizens have undergone
fundamental changes in their living habits and consumption habits. With the vigorous
development of Internet finance led by Internet leading enterprises such as Ali and Tencent,
financial transactions are gradually evolving into a non professional, highly independent and
cheap service. Banks are constantly experiencing fierce challenges from their peers and cross-
border competitors in their traditional business areas. Under the background of white hot
internal competition and normalization of cross-border competition, domestic leading
commercial banks have embarked on the road of digital transformation, actively seeking to
build a second development curve and trying to avoid becoming a "disappeared bank". Under
the pressure of adverse factors such as the slowdown of macroeconomic growth, the narrowing
of interest margin and the rise of non-performing rate, bank retail business has become the main
driving force for the overall performance growth of the banking industry. Scientifically and
effectively leading the sustainable development of bank retail business has become one of the
core business tasks of domestic commercial banks. Retail business has the characteristics of
being close to customers and massive data, and is born with digital gene. It is an appropriate
field for banks to promote data-driven digital transformation.
Taking JS bank as the main investigation object, this thesis discusses the optimization
strategy of digital transformation of retail business of commercial banks, demonstrates it with
the digital business concept of data-driven, and guides the development of retail business, which
is of great significance to improve customer marketing accuracy, reduce operation and
management costs, and efficiently allocate and use resources. On the basis of relevant
theoretical research, this thesis combs the basic concepts, elements and connotation of digital
transformation of retail business of commercial banks. Using PEST analysis method, this thesis
analyzes the macro environment of bank retail business digital transformation, and summarizes
the internal motivation and common problems of bank retail business choosing the road of
digital transformation. Then, combined with the actual situation of JS bank, this thesis expounds
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