商业银行网络服务创新研究

　　摘要

　　网络信息技术在当今时代获得了长足的发展，已经应用于各行各业。进入互联网时代，大数据和电子渠道已经成为了金融业发展方向，金融机构己经从传统的银行柜台服务走出进入网络服务领域，网络金融也渐渐成型。网络金融是以互联网技术为基础而新生成的一种新型金融模式，它主要涉及云计算、网络支付、网上银行等金融业务。它是以互联网作为工具，来对传统的金融业的服务进行了延伸。

　　本文釆用了文献查阅、案例分析、深度访谈法、综合评价模型等多种方法进行研究，对我国商业银行在发展当中所处的市场环境、政策环境、竞争环境进行了深入剖析，同时还充分的对我国的现实情况进行了考虑，对现有的服务创新理论进行了深化研究，对处于网络金融环境下的商业银行进行服务创新的作用机制进行揭示，并构建了相关的影响模型；同时在研究的过程当中还构建起网络银行对其的作用模型，用此来弥补现有理论方面的不足，并从理论的角度上去对处于网络金融环境下的商业银行如何做好客户的创新服务进行深化。再加上将民生银行作为创新的先进案例进行分析，用此来对商业银行的创新实践活动进行指导。探讨了创新服务在商业银行进行市场拓宽、巩固市场方面的作用。这些内容的研究对于我国商业银行更好的利用网络金融有着指导作用，同时还能够有效的规避网络金融所带来的风险因素，保证银行利润的最大化。

　　本文在经过理论分析和案例分析后认为在网络金融这一根本动力引起的微观环境变革和顾客满意变革等变革的直接动力驱动之下，商业银行做出相应的改革和创新，创新活动推陈出新的同时也为商业银行带来了一定的创新利润。网络金融一方面直接影响商业银行进行创新，一方面间接的通过改革顾客需求、商业银行的竞争环境、微观环境等因素驱动商业银行推出创新活动。不同的创新活动类型，其创新驱动力略有差异，这说明了创新驱动力与创新活动直接的关系。相类似的是，不同的创新活动类型带来的创新产出也不相同，这说明了创新活动和创新产出存在一定的联系。所以传统的商业银行必须通过商业模式的变革和制度内部的改革来推动银行对创新风险的控制，优化银行利用先进的数据库系统和集成系统完成对风险的控制。

　　关键词：网络金融 创新理念 商业银行 互联网技术

　　Abstract

　　Network information technology has obtained the considerable development in themodern era, has been applied to all walks of life. In recent years, [Akamavi, R.K.Aresearch agenda for investigation of product Innovationin the Financial services sector.

　　Journal of Services Marketing,2005,19 （6）： 359-378.] with the rapid development ofInternet technology, Internet companies and financial institutions have their respectiveadvantages into the network from the field in financial field, financial network can beformed. Network finance is based on the Internet technology and the new generation of anew financial model,it is mainly involved in cloud computing, network payment, onlinebanking and other financial business. It is based on the Internet as a tool,to the traditionalfinancial services were extended.

　　This article used the literature review, case analysis, in-depthinterview method,thecomprehensive evaluation model and so on many kinds of methods to study, to our countrycommercial bank in the development of the market environment, policy environment,competition environment, carried on the thorough analysis, as well as sufficient to considerthe reality of our country, the existing service innovation theory, deepening the research oncommercial Batiks under the network financial environment to reveal the mechanism ofaction of service innovation, and build the influence of related models; At the same time inthe process of research also builds up the model, the function of the network bank to usethis to make up the deficiency of the existing theory, and from the Angle of the theory inthe network financial environment of commercial Banks how to deepen the innovation ofthe customer service. Plus the minsheng bank as innovation advanced cases were analyzed,and use this to guide innovation practice activities of commercial Banks. Discusses theinnovative services in the commercial bank market expand and consolidate the role of themarket. The content of study for Chinese commercial Banks better use of network financehas a guiding role,but also can effectively avoid brought by the network financial riskfactors, to ensure that the bank profit maximization.

　　After theoretical analysis and case analysis, the author of this paper concludes in thenetwork financial the fundamental power caused by the micro environment change andcustomer satisfaction changes such as change of direct power drive, commercial bankmake a corresponding reform and innovation, innovation of innovation at the same timealso cause the innovation of profit of commercial Banks. Network financial directly affectthe commercial Banks to innovate on the one hand, on the one hand, indirectly throughreform of customer demand, the competitive environment of commercial Banks, the microenvironment factors such as driven commercial Banks to launch innovative activities.

　　Different kinds of innovative activities, its slightly different innovation drive, it shows thatthe direct relationship to the innovative driving force and innovation activities. Is similar,different types of output of innovation is not the same, this shows that the contact hascertain innovation and innovation output. So the traditional commercial Banks mustthrough internal business model change and system for innovation to promote the reformof bank risk control, optimize the Banks use advanced database system and the integratedsystem of risk control.

　　Keywords: network concept of commercial bank financial innovation of Internettechnolog

    目录

　　摘要

　　第1章 绪论

　　1.1研究背景

　　1.2研究目标与研究意义

　　1.3研究思路和研究方法

　　1.3.1研究思路

　　1.3.2研究方法

　　1.4论文的研究内容

　　1.5特色与创新

　　第2章网络金融对商业银行创新的影响研究综述

　　2.1金融创新相关理论

　　2.2国外相关研究综述

　　2.3国内相关研究综述

　　2.4本章小结

　　第3章我国商业银行发展环境分析

　　3.1环境与银行创新关系的分析

　　3.1我国商业银行面临的政策环境分析

　　3.2我国商业银行所处的市场环境分析

　　3.3我国商业银行的微观环境分析

　　3.4我国商业银行竞争格局分析

　　3.5本章小结

　　第4章网络金融对我国商业银行创新的影响

　　4.1网络金融对商业银行创新的影响路径构建

　　4.2银行创新驱动力受到网络金融的影响

　　4.3创新驱动力与商业银行创新

　　4.4商业银行创新与产出

　　4.5本章小结

　　第5章案例分析

　　5.1中国民生银行简介

　　5.2民生银行的创新过程分析

　　5.3网络金融对民生银行创新的作用

　　5.4本章小结

　　第6章结论、对策与建议

　　6.1结论

　　6.2对策与建议

　　参考文献

　　致谢