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摘要近年来,互联网企业依托以移动支付、大数据、云计算和搜索引擎等为代表的新一代互联网技术,纷纷涌入互联网金融领域，成为传统金融业的搅局者。余额宝的横空出世，颠覆了传统理财模式。它更是掀起了互联网理财热潮，成为社会各界的研究热点。余额宝等互联网理财产品凭借其低门槛、良好的流动性和高收益,吸引了大量个人客户,并对银行传统的经营方式造成了重大冲击,倒逼银行转型。本文选择中国工商银行为研究对象，在运用SWOT方法分析互联网理财竞争环境下工商银行的优势和劣势、机遇和挑战的基础上，结合其实际情况，探讨工商银行在互联网理财浪潮下的经营策略,为其未来的业务发展提供参考。47715
Abstract：In recent years, relying on a new generation of Internet technology, such as mobile payment, big data, cloud computing and search engine, Internet enterprises have flooded into the field of internet finance, disarranging the traditional finance. The appearance of Yu'ebao subverted the traditional financial model. It set off a wave of Internet wealth investment and has been a hot topic in research from various circles. Miscellaneous Internet wealth investment products have attracted a large number of inpidual customers because of their low threshold, good liquidity and high returns. It has had a significant impact on banks’ traditional mode of operation and forces banks to reform. This paper selects the Industrial and Commercial Bank of China(ICBC) as the object of study. Based on its practical situation and the analysis that using the SWOT method to analyze the advantages and disadvantages, the opportunities and challenges of ICBC in the Internet wealth investment competition environment, this paper will put forward some strategies for ICBC under the impact of Internet Wealth Investment, hoping to provide some new ideas for its development in future.
毕业论文关键词：互联网理财；余额宝；中国工商银行；策略
Keyword: Internet wealth investment； Yu'ebao； ICBC；strategies
目 录
1. 引言 5
1.1. 选题背景和意义 5
1.2. 研究内容 5
1.3. 研究方法 5
1.4. 技术路线 5
1.5. 本文的创新点 6
2.1. 关于互联网理财对商业银行的影响研究 6
2.2. 关于电子银行的相关研究 7
2.3. 关于商业银行应对互联网理财的策略研究 7
2.4. 研究中存在的问题 8
3. 互联网理财的发展现状及趋势 8
3.1. 互联网理财发展现状 8
3.1.1. 互联网理财产品 8
3.1.2. 互联网理财规模 9
3.1.3. 互联网理财收益 9
3.1.4. 互联网理财潜在风险 9
3.1.5. 互联网理财面临监管 9
3.2. 互联网理财发展趋势 10
3.2.1. 收益回归常态 10
3.2.2. 监管压力下竞争优势减弱 10
3.2.3. 寻求更高收益和个性化定制 10
3.3. 互联网理财产品分析——以余额宝为例