RESEARCH ON THE DEVELOPMENT
STRATEGY OF PERSONAL FINANCE
BUSINESS OF BANK A UNDER THE
BACKGROUND OF INTERNET
FINANCE
A Dissertation Submitted to
Southeast University
For the Professional Degree of Master of Business Administration
BY
Lu Lin
Supervised by
Prof. Zhang Ying
School of Economics & Management
Southeast University
Nov. 2021
摘要
互联网金融背景下 A银行个人理财业务发展
策略研究
研究生：陆琳
导师：张颖
东南大学
摘要
随着我国居民可支配收入的稳步增长，人们对于理财的需求逐渐提高，加之金融科
技的快速发展，在其精准、高效的优势加持下，居民理财向互联网端转移的速度越来越
快，并且这个趋势随着理财客群年龄的递减，趋势更加明显。年轻一代对于互联网金融
的接受程度越来越高，导致传统银行业的客群流失不断加速。中国互联网络信息中心的
研究数据显示，截至2020年12月，我国购买互联网理财产品的网民数量已达到1.8亿
人。因此，在互联网金融快速发展的背景下，个人理财业务发展的方向成为了商业银行
必须面对的重要课题。
本文以互联网金融的发展为研究背景，以商业银行个人理财业务为研究对象，探究
其未来的战略发展方向。研究的方法首先通过对既有文献的梳理，了解目前学者对于互
联网金融的研究以及在金融脱媒的环境下，商业银行个人理财业务的发展方向。其次，
基于对A银行现状调查，和SWOT分析，找出目前A银行个人理财业务发展存在的问题。
最后，构建A银行个人理财业务的发展策略及相应的对策措施。
现阶段，银行作为国家以及地区经济发展的主要核心机构，想要降低市场环境带来
的影响，实现稳步发展，必须迎合时代发展需求，将自身传统经营理念以及经营方式进
行转型。互联网金融属于互联网时代的产物，其诞生对消费者自身的金钱观以及消费观
产生了非常大的积极影响。而在这种趋势下，商业银行所开展的个人理财业务必须紧跟
潮流发展，才能实现业务量稳定增长，为银行创造更大的收益，以此增强银行在市场中
的战斗力以及竞争力。通过本文针对A银行存在问题的研究，提出了如下四点建议：第
一，结合资管新规实现产品创新、经营创新，走非同质化发展路线；第二，以客户为中
心，优化个人理财业务流程；第三，积极引进专业人才，提升理财队伍的人员专业化水
平；第四，完善风险管理体系，重视风险教育。
关键词：互联网金融；商业银行；个人理财；SWOT分析
I
东南大学工商管理硕士学位论文
Research on the development strategy of personal finance
business of bank A under the background of Internet
Finance
Written by: Lu Lin
Supervised by: Zhang Ying
Southeast University
Abstract
With the steady growth of residents' disposable income in China, people's demand for
financial managementis gradually increasing.Coupled withthe rapid developmentof
financial technology, with its accurate and efficient advantages, the transfer speed of residents'
financial management to the Internet is faster and faster, and this trend is more obvious with
the decreasing age of financial customers. The younger generation's acceptance of Internet
finance is getting higher and higher, which leads to the accelerated loss of customers in
traditional banking industry. According tothe research data of ChinaInternet Network
Information Center, asof June 2020, the numberof Internet users purchasing Internet
financial products in China has reached 150 million. Therefore, in the context of the rapid
development of Internet finance, the development direction of personal finance business has
become an important issue that commercial banks have to face.
This paper takes the development of Internet finance as the research background and the
personal financial services of commercial banks as the research object to explore its future
strategic development direction. The research method is literature research method, through
literature, to understand the current industry research direction and research results. Secondly,
on the basis of literature research and the investigation of Bank A's current situation, SWOT
analysis is carried out to find out the problems existing in the development of Bank A's
personal financing business. Finally, based on the conclusion of SWOT analysis, combined
withthequestionnairesurvey,thispaperconstructsthedevelopmentstrategyand
corresponding development countermeasures of Bank A's personal financial business.
At this stage, as the main core institution of national and regional economic development,
ifbanks wantto reducetheimpact ofthemarket environmentandachieve steady
development, they mustmeet the development needsof the times andtransform their
traditional business philosophy and mode of operation. Internet finance is the product of the
Internet era. Its birth has a very positive impact on consumers' own view of money and
consumption. Under this trend, the personal financial business carried out by commercial
II