互聯網金融對商業銀行傳統業務的影響與對策研究 —以中國民生銀行為例

Abstract

在利率市場化和金融脫媒的形勢下，我國商業銀行的業務發展面臨著轉型，發展個人財富管理業務被視為商業銀行轉型的關鍵之一。然而，隨著互聯網行業的蓬勃發展，“互聯網+金融”的新模式通過瞄準被銀行忽視的普通大眾客戶群體，快速發展壯大，居民滲透率不斷提高，商業銀行的個人金融業務發展遭遇空前挑戰。 面對勢不可擋的互聯網金融，個人認為商業銀行只有積極擁抱趨勢，及早轉型並融入互聯網金融，未來才能在個人金融業務上取得成功。筆者希望從剖析一家全國性的股份制商業銀行——民生銀行發展互聯網金融的歷程，一窺傳統商業銀行發展互聯網金融的路徑和思路。 本文首先通過波特五力模型從新的競爭者，成本比較、產品創新、客戶獲取、商業銀行轉型互聯網金融現狀五個方面分析了互聯網金融對商業銀行傳統業務的影響。接著通過對互聯網金融的現有模式進行深入分析，提煉出互聯網金融值得傳統商業銀行學習和借鑒之處。最後，通過對民生銀行發展互聯網金融的內部優勢和劣勢、外部機會和挑戰進行分析，結合民生銀行近幾年發展互聯網金融的實踐，提出商業銀行轉型互聯網金融的一些發展思路。

In the situation of interest rate liberalization and finance disintermediation, where the business of commercial banks in China are facing transformation development, developing business of individual wealth management is regarded as one of the key to commercial bank transformation. Nevertheless, as the internet industry booming, the new model, “Internet Plus Finance”, is rapidly expanding and flourishing through aiming at the ordinary customer group ignored by banks, of which the penetration rate is constantly increasing, for that, individual finance business of banks are encountering unprecedented challenges. Being faced with the fierce internet fiance, in respect of individual finance, the author considers that only by positively transforming and integrating into internet finance, can the bank succeed in the future. The author tries to analyze a nationwide joint-stock commercial bank ,CMBC( China Minsheng Banking Corp. Ltd. ), in terms of the history of internet finance development, to explore thoughts and paths to success in developing internet finance of traditional commercial banks. The essay firstly analyzes influence on traditional commercial banks brought by internet finance based on Michael Porter’s Five Forces Model, from aspects of new entrants, cost comparison, product innovation, customer obtainment and commercial bank transforming status. Secondly, it extracts what worth referring to and learning from the internet finance by traditional commercial banks through in-depth analysis on three types of internet finance’s operating models. In the end, it proposes some thoughts of development of commercial banks to transit to internet fiance through analyzing on internal advantages and disadvantages , external opportunities and challenges of CMBC when it develops internet finance, as well as combining with practical experience in the recent years.