平安银行互联网金融使用情况调查分析——以手机银行暨壹钱包为例毕业论文

平安银行互联网金融使用情况调查——以手机银行暨壹钱包为例毕业 北京城市学院2015届毕业论文 平安银行互联网金融使用情况调查分析 ---以手机银行暨壹钱包为例 学生姓名: XXXXXX 学 号: XXXXXXXXXX 班 级: 11金融(证券投资)本 专 业: 金融学(证券投资) 学 部: 经济管理 指导教师: XXXXXX 二零一五年四月 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 平安银行互联网金融使用情况调查分析 ---以手机银行暨壹钱包为例 Ping An Bank financial investigation of the use of the Internet ---to mobile banking and one wallet for example 学生: XXXXX 班级: 11金融(投资)本 学号: XXXXX 学部: 经济管理 专业: 金融学 指导教师: XXXXX 职称: 副教授 工作单位: 北京工业大学 年 09 月 毕业论文完成时间: 自 2014 至 2015 年 04 月 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 摘要 随着互联网技术的快速发展，以第三方支付、网络借贷、众筹融资、电子银行等为代表的互联网金融快速崛起。互联网金融的蓬勃发展，推进了传统金融业转变理念，创新模式，变革服务，拓宽渠道以更快的跨入新常态。面对着互联网金融广阔的发展前景，新形势下商业银行应如何顺势而为，融入互联网，参与互联网，是值得研究的现实问。本文以平安银行为例，通过对其北京市财满街支行的调研，在对互联网金融理论进行总结归纳的基础上，联系我国互联网金融发展现状和平安银行互联网金融使用实际情况，查找出平安银行互联网金融发展中所存在的突出问题，如风险问题、监管问题、客户感受等，并据此从积极做好防控、有效规避风险，推进监管改革、促进行业自律，以及创新产品服务、提升客户满意度等多个方面提出了平安银行发展互联网金融的策略选择。通过对平安银行互联网金融使用情况的调查，可以查找出我国商业银行在互联网金融业务创新中存在的问题，为商业银行在该领域的业务发展提供经验，同时对如何有效监管互联网金融，促进我国金融业的持续健康发展，希望提供我的思路和建议。 关键词:互联网金融;平安银行;调查分析 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. Abstract With the rapid rise of the rapid development of Internet technology to third-party payment, online loans, all to raise financing, electronic banking as the representative of Internet banking. Internet booming finance and promote the transformation of the traditional concept of the financial industry, innovative models, transformation services, expand into new channels to normal faster. Facing broad prospects for development of Internet banking, commercial banks under the new situation should be how the flow, into the Internet, participation in the Internet, is worth studying reality. In this paper, Ping An Bank, for example, through research Caimanjie its Beijing branch, on the basis of Internet financial theory summarized on the status quo of China's Internet connection financial development and Ping An Bank Internet banking uses the actual situation, find out the Ping An Bank prominent problems existing in the development of Internet banking, such as risk, regulatory issues, customer experience, etc., and thus from actively making prevention and control, effectively avoid risks, promoting regulatory reform, promoting industry self-regulation, as well as innovative products and services, improve customer many aspects of satisfaction proposed development strategies for safe Internet banking finance. Ping An Bank through internet banking usage survey, you can find out the presence of commercial banks in the Internet business innovation in financial issues, providing commercial banking business development experience in the field, at the same time how to effectively monitor Internet banking, and promote China's financial sustained and healthy development of the industry, I want to provide ideas and suggestions. Keywords:Internet banking Ping An Bank Investigation and analysis their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 目 录 引言 ................................................................. 1 一、互联网金融概述 ................................................... 1 (一)互联网金融的概念剖析 ........................................... 1 (二)互联网金融的市场价值 ........................................... 2 (三)我国互联网金融发展现状 ......................................... 2 二、平安银行互联网金融的发展 ......................................... 3 三、平安银行的互联网金融产品和服务分析 ............................... 5 (一)壹钱包 ......................................................... 5 (二)手机银行 ....................................................... 7 四、平安银行互联网金融发展中存在的问题 ............................... 9 (一)风险问题 ....................................................... 9 (二)监管问题 ...................................................... 10 (三)客户感受 ...................................................... 10 五、平安银行发展互联网金融的策略选择 ................................ 11 (一)积极做好防控，有效规避风险 .................................... 11 (二)加强监管改革，促进行业自律 .................................... 12 (三)创新产品服务，提升客户满意度 .................................. 12 六、结论 ............................................................ 13 参考文献 ............................................................ 14 致 谢 ............................................................ 15 附录1............................................................... 16 附录2............................................................... 18 附录3............................................................... 22 附录4............................................................... 23 I 北京城市学院2015届毕业论文 引言 随着中国经济的持续增长和互联网技术的不断进步，我国的电子商务也进入了全面的快速发展期。在电子商务和营销的推动下，传统金融与互联网技术开始了深度融合，互联网金融也就因运而生。依托着互联网技术的进步和电子商务的发展，互联网金融不断创新和催生出一系列的金融产品，在改变着人们消费方式的同时，也对传统的金融结构产生了冲击。 根据中国互联网协会发布的数据显示截至2014年9月14日，中国的网民数量已经达到惊人的6.32亿，占中国总人口的51%。加上智能手机的不断普及，截至2014年6月底，我国网民手机上网已达5.27亿占比 达到83.4%。由此可见，互联网已经成为人们生活的一部分。2011年6月以来，随着“融，360”和“上海陆家嘴国际金融资产交易市场股份有限公司”的正式上线运营，标志着中国从此走进了互联网金融时代。但是真正的爆炸起源于2012年5月11日，支付宝获得人民银行和证监会的批准获得基金支付业务牌照后，余额宝的正式出现。从此，互联网金融这个名不见经传的词汇，成了家喻户晓的“名词”。从2013年起，伴随着“余额宝”的热潮，“活期宝”、“现金宝”等各种“宝”类产品也纷纷出现，从此，互联网金融市场激烈的竞争又上升到了一个新高度。在互联网的影响下，各种依托网络进行金融行为的公司和平台也纷纷崛起，互联网供应链也逐渐形成。互联网金融虽然目前在总量上还无法与传统银行业相比，但其运营模式和发展速度已值得银行业关注和警惕。 在互联网金融的背景下，传统商业银行如何借鉴和运用其独特的发展模式，将互联网与传统银行业务进行有机结合，提升银行的竞争力，是每一个商业银行当前必须面临的一个现实问题。因此，通过对平安银行互联网金融使用情况的调查研究，可以查找出我国商业银行在互联网金融业务创新中存在的问题，为商业银行在该领域的业务发展提供经验，同时对如何有效监管互联网金融，促进我国金融业的持续健康发展，提供我的思路和建议。 一、互联网金融概述 (一)互联网金融的概念剖析 互联网金融是指以现代化的计算机技术、网络技术和通信技术为基础，运用互联网这一技术手段，实现资金融通、信息中介、结算支付甚至虚拟货币发行等业务的新的金融模式。互联网金融既与银行信贷等间接融资模式有所区别，又与资本市场的直接融资存在很大差异，是一种独立于直接和间接的第三类融资模式。银行是互联网金融的参与主体，但互联网金融却并非银行传统业务的简单电子化或网络化。除银行外，互联网金融最基本的参与企业还包括第三方支付公司、金 1 融中介服务公司和各类网络小贷和租赁公司等。 目前，我国互联网金融的运行模式有第三方支付、网络融资，以及网络银行和手机银行等相关业务。第三方支付是指为电子商务的收付款人提供资金交易支持的网络平台，这些平台往往都隶属于具有一定的实力和信誉且与国内外银行有着良好合作关系的独立结构。常见的第三方支付，既有互联网型支付企业推出的，如支付宝、财富通等;另一部分即由金融型支付企业开发，如银联电子支付、建行汇付天下、平安银行的壹钱包等。网络融资则包括网络信贷业务和网络贷款业务两类。我国目前网络融资的方式很多，但归纳起来，主要有个人对个人借贷(P2P)、网络小额贷款、网络众筹融资和网络债券转让等。与传统的融资方式相比，网络融资具有进入门槛低、交易成本低、融资金额低的“三低”特点，尤其对小微企业更加便利。网络银行和手机银行则是银行业务在互联网时代的拓展，均属于电子银行的范畴，主要是通过互联网等电子信息手段，帮助客户完成离柜的自助金融活动。 (二)互联网金融的市场价值 与传统金融相比，互联网金融不仅在金融业务的使用媒介方面存在区别，更重要的是增强了金融活动的透明性、参与性、便捷性，同时还降低了金融服务的中间成本，提高了金融活动的效率。因此，在互联网技术日新月异，电子商务蓬勃发展的今天，互联网金融具有着广阔的市场前景和巨大的市场潜力。 互联网金融的市场价值，一是体现在其的开放性。互联网金融打破了金融市场的界限，使各种金融产品在统一的平台上实现资源共享，并通过开放的终端和界面展现给消费者;同时，金融机构也可以运用更多的“混搭”方式将多种金融产品结合在一起，方便了顾客的选择。互联网金融的开放性还体现在可以实现个人之间的金融行为，成为真正的自由金融市场。互联网金融还具有平等性的特征。对于我国具有垄断性质的金融市场而言，互联网金融的出现缓解了市场参与者的信息不对称问题，同时增强了市场的竞争性，也提高了交易的公平性和民主性。最后，互联网金融的分享性更强，通过云计算、交易平台、网络通讯等先进方式，金融机构和供应商可以为客户提供定制化的金融服务，而规模化的客户群体，也为互联网金融催生出“小米手机”似的大规模金融服务定制模式，提供了前提条件。 (三)我国互联网金融发展现状 2013年是我国互联网金融发展的关键一年，余额宝的正式上线，象征着互联网和金融产品的真正有机结合，上线仅仅三个月，余额宝便实现了近557亿元人民币的资金规模，并为用户实现了3.62亿的收益。紧接着，新浪、百度、腾讯、京东等公司纷纷进军互联网金融行业;商业银行业不甘落后，纷纷推出自己的电子银行或网络银行。当前，以电商为代表的互联网企业和以银行为代表的金融企their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 业，共同开启了互联网金融化，或者说金融互联网化的序幕。根据近两年我国互联网金融的发展，四大金融发展板块已经形成:一是以阿里、京东为代表的，电商企业嵌入金融领域形成的互联网金融模式;二是在线P2P模式，这种模式以拍拍贷为典型代表，并以雨后春笋的速度在我国各个城市飞速发展;三是第三方支付模式，如支付宝、财富通、微信支付等;最后是服务于或依托于金融机构的互联网企业。 伴随着社会财富的增长，消费者对金融产品和金融服务的需求越来越多，要求也越来越高，互联网金融的低门槛性和便捷性将对传统金融产生重大的冲击。我国小微企业的融资难问题，也催生了大量互联网金融企业的产生。可以预见，在不久的未来，我国的互联网金融将得到更加快速的发展。 二、平安银行互联网金融的发展 在商业银行中，平安银行可谓是我国互联网领域最为领先的银行。在2013年余额宝上市不久，平安银行管理层便做出了“做好互联网时代的新金融”的发展战略，并将互联网金融作为平安银行潜心打造的四大特色业务之一。在组织架构上，平安银行专门为此设置了网络金融事业部，专项负责银行业务全面互联网的工作，并将互联网金融时代如何开发金融产品、创新商业模式、优化服务手段作为主要的工作目标。在产品供给上，平安银行根据不同层次客户的需要，面向公司、同业、投行、零售四大客户群体，构建了“橙e网”、“行e通”、“金橙俱乐部”、“口袋银行”等不同的互联网金融门户平台，为客户提供具有针对性的服务。对于私人客户的服务，平安银行加大了对壹钱包和电子银行的投入，2014年平安银行业绩的增长，33.7%来源于互联网金融产品，体现出互联网金融在平安银行发展中的重要地位。在2014年11月举行的第八届中国电子金融年会上，平安银行的橙e网被授予“2014年度中国互联网金融创新奖”和“2014年度中国互联网金融服务十大影响力品牌”荣誉称号。 平安银行互联网金融的发展，不仅希望通过渠道的多元化给客户带来更多的金融服务便利，还积极服务于实体经济，力求为实体经济的发展做好金融服务工作。例如，平安银行以橙e网为核心，植入专门为小微企业开发的‘贷贷平安’产品，基于市场前景、地区行业、经营业态、结算流水、房租水电、人行征信、工商法院和第三方数据等一系列反映客户经营行为的大数据，构建了科学、合理的授信模型和交叉验证体系，给予客户免抵押、免担保信用授信。同时，还通过与一达通、金蝶、用友、日日顺物流等外部平台合作，基于客户的通关、退税、税务、财务、物流、交易等信息，开发出税金贷、发票贷、货代运费贷等产品，为中小企业提供及时有效的融资支持。 3 平安银行对互联网金融的重视和行动，不仅对其传统金融业务产生了重大的影响，也促进着客户消费理财观念的改变。以平安银行财满街支行为例，通过发放调查问卷、实地调研和定向访谈的形式，可以发现，平安银行大力推动互联网金融业务的创新，不仅没有对传统金融业务造成冲击，反而促进了传统金融业务的变革和优化。由于平安银行传统金融业务和互联网的对接较为顺畅，电子银行的发展为客户提供了更多的便利，通过客户经理的介绍，吸引了更多的客户前来开户，使财满街支行2014年的开户率比2013年提高了20%。通过对客户的随机问卷，也有62%的客户认为银行客户经理为其介绍互联网金融，可以起到了解互联网金融，并产生开户的倾向。调查问卷的结果如图1所示。 图1 平安银行客户经理为客户介绍互联网金融，是否有帮助, 平安银行互联网金融的使用与发展，也推动着客户消费和理财观念的改变，根据问卷调查的数据，了解或听说过互联网金融的客户达到了87%的比例，可以说，绝大多数的60岁以下客户，都对互联网金融有一定的了解或是粗略得说出互联网金融的特征。在30岁以下的客户群体中，对于互联网金融非常了解并且经常使用的占到几乎100%，说明了平安银行的年轻客户已对互联网金融业务有了深入的了解和认识。而在接受问卷调查的100名客户客户中，经常使用银行网银或手机银行的有48人，不经常使用的为30人，从不使用的人数为22，具体如图2所示，说明对网银或手机银行的使用，已成为客户参与互联网金融作为普遍和直接的方式之一。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 图2 是否使用过银行网银或手机银行,(40岁以下客户) 三、平安银行的互联网金融产品和服务分析 在互联网金融业务发展过程中，为了吸引客户，获得竞争优势，平安银行采取了“一站式”服务的模式，以求通过快捷的服务为消费者带来便利。在提供互联网金融服务的过程中，为了实现有机统一，相互融合，平安银行立足银行金融的特质，采取了传统与创新相结合的方式，即将先进的互联网技术与传统的金融服务相结合，依托互联网技术辅助金融服务，虽然囿于发展初期的限制，依然有着一定的弊端，但总体上产生了较为良好的效果。壹钱包和手机银行，便是平安银行互联网金融产品的典型代表。 “壹钱包”作为一种新兴理财工具，为更多的客户实现“零钱”理财提供了便利，它不仅涵盖了理财、购物、生活，转账等新兴板块，更搭载全新的保障功能，满足消费者的储蓄安全需求。 手机银行即利用移动网络及终端办理相关银行业务。而平安银行的手机银行不仅可以帮助客户办理传统的银行业务，还包含了代理和代销服务。在方便客户日常生活缴费的同时，也满足了不同偏好人们的投资需求。 在平安银行互联网金融发展的今天，壹钱包和手机银行相辅相成互为表里，虽然分开经营，分开管理。但是他们都在不同领域满足着消费者的需求。 (一)壹钱包 壹钱包是平安银行所推出的移动支付客户端，也是与支付宝、微信支付类似的APP软件。通过壹钱包，不仅可以在线上和线下无需现金信用卡便能放心消费，还能够通过“活钱包”实现账户余额的增值，AA制支付、面对面转账等功能，更使得平安银行壹钱包的功能生动具体。运用壹钱包，用户也就等于在手机中装载了一个会聊天的电子钱包，不仅可以获得第三方支付平台的使用便利，还能够实现聊天、语音、P2P转账等，并支持群聊和群活动。通过壹钱包中的“友钱”栏目，除了完成亲友同事聚餐时的AA付账功能外，还支持了大量外卖配送的店铺，即通 5 过壹钱包，就能够随时随地叫到自己喜爱的外卖，使顾客的既获得了金融服务的便利，又获得了日常生活的方便。在理财功能方面，与支付宝推出了余额宝一样，壹钱包也有着活钱包作为理财后盾，在平安陆金所的技术支持下，用户只要将一万元资金投入活钱包，就可以获得预期8.4%的年化收益率，在当前银行利率不断下调的今天，可以说是很好的互联网金融理财产品。 但是，由于我国的互联网金融还处在发展初期，平安银行的互联网金融业务也处在探索阶段，壹钱包虽然在很多功能上都有着创新，但也存在着一些不够完善的地方。在优势突出的同时，也有着明显的弊端。首先是在账户充值方面，壹钱包目前的合作银行还较少，只能与平安、工商、建行、光大、上海银行的储蓄卡相互充值，这就给使用其它银行储蓄或信用卡的客户带来了充值方面的不便;其次，活钱包的用户体验较为繁琐，壹钱包功能中的陆金所在其主界面应用选项中，点击下载以后会跳转到网页进行下载，根据对平安银行客户的调研结果，该操作用户普遍反映不佳;最后是主题定位不明确，在目前壹钱包的主要竞争对手即为支付宝和微信支付，其中支付宝侧重支付功能，微信支付侧重社交功能，而壹钱包看似两者均有，但过于平均，反而失去了自己的特色。这些问题，都需要平安银行在未来及时予以完善，增强壹钱包的市场竞争力。 作为我国互联网支付的“元老级”信息平台，支付宝给壹钱包提供了较好的发展样板。在我的调查分析中，大部分客户在余额宝与银行理财相比之下，还是更倾向于银行理财，77%的客户认为银行的理财产品多样，购买踏实安全。但另一部分客户也倾向于购买“类余额宝”产品，认为其流动性好，收益率高并且与购物网站相连接，可以实现边理财边购物的目的。如图3。因此，壹钱包要想获得更大的市场就需要它与多家银行建立合作关系，同时利用平安集团的自身优势，通过“壹钱包”开发便民，惠民的购物，理财等综合服务通道。 图3 银行理财与“类余额宝”产品对比 通过把余额宝和壹钱包作对比可以总结出他们所存在的差异，查摆壹钱包今their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 后的努力方向，同时也为壹钱包的发展提供思路和借鉴，两者的比较结果如表1所示: 表1 壹钱包与支付宝的相互比较 支付宝 壹钱包 内容 评价 内容 评价 界面美观，标注详细，首页上功能较为明确，用户可根据自己的需简单明了;但是服务指两星用户界面 要添加服务项目，界三星 南不够详细，且在某些半 面底部有详细的功能手机机型上不够清晰 介绍 功能强悍，各种功能功能强大齐全，增添了较为齐全;除了第三P2P选项，突出了平安功能齐全程度 方的应用推荐外，提三星 三星 银行旗下拿积分当钱供了很多公众服务交花的万里通功能 予使用者自选 支付功能完备，可与与多家银行建立了相各种银行卡进行转账互转账业务，但银行数支付功能 活动，同时又淘宝网三星 两星 目仍受限制，购物网站作为重要支撑，支付开拓尚待提高 能力强悍 余额宝进入门槛低，进入门槛为一元，收益收益不确定性强，收理财功能 三星 较为稳定，资金可以零三星 益可日日监控，即时取 转入转出 支付宝资金由平安保支付宝资金由平安保 安全性 险承保，大额小额资三星 险承保，大额小额资金三星 金操作均需要密码 操作均需要密码 (二)手机银行 平安银行手机银行的最大特点，就是针对手机银行客户端的优势，不仅强化了个人客户手机银行的服务，还将该互联网金融业务扩展到企业层面，率先推出企业手机银行客户端，让客户体验畅快淋漓的手机管理财务服务。平安银行的手机银行客户端与网上银行互联互通，客户下载并安装客户端软件后，即可随时掌控第一手财务信息、并实现移动授权等功能，为用户的移动商务提供了全方位、易操作、安全可靠的移动化金融服务。当今社会，随着互联网手机移动终端的蓬勃发展，运用手机进行金融活动愈发成为人们的重要选择，手机银行的存在，为用户提供了较为便利的操作手段，同时可以有效解决网上银行的软硬件限制，具有广阔的发展前景。 对平安银行的手机银行进行研究，主要运用SWOT的分析框架，在SWOT分析中，四个字母分别代表不同的意思。其中，S是strength的缩写，中文意思为优势;W代表weakness，指代劣势;O为opportunity，是指“机会”的意思;而T的意思则是threat，指威胁。 7 平安银行发展手机银行业务的优势主要有:一是经营与管理的创新性。互联网时代最重要的就是创新，平安银行作为我国互联网领域最为领先的商业银行，创新精神毋庸置疑，这就为平安银行创新金融产品，推进手机银行业务的发展提供了内在动力。二是较为丰富的资源，平安银行是由深发展与平安保险合资而成，在中国的金融业可谓是“强强联合”，既有商业银行的传统特点，又有保险业的独特优势，这种全金融产业链的发展模式，为手机银行业务提供了较好的基础。三是线下风险控制体系完善，平安银行的保险背景，使其在规避风险方面具有专业的高素质团队，可以有效的控制风险，使客户对手机银行业务充分放心。 与优势相对的是，平安银行的手机银行业务也存在着劣势。一方面是平安银行的客户规模仍然不大。在中国，出于存款偏好的考虑，很多人还是将国有银行作为开户办卡的首选，这就导致了平安银行的客户群体与传统的五大行相比差距明显，客户群体的限制，使手机银行业务的规模效应无法得到发挥，在增大运营成本的同时，也不利于平安银行在此进行进一步的研发创新。另一方面则是平安银行的网点较少，目前平安银行的影响力基本在南方，尤其是广东地区，北方除了一些大城市以外，甚至很多省会城市都没有平安银行的身影，以北京地区为例:目前也只有45家网点，而且几乎全部在五环以内，也就是说很多近郊甚至远郊区县暂时仍然享受不到平安银行的综合服务，体验不到手机银行带来的便利。这也为平安银行开展业务带来了较大困难和局限。 平安银行手机银行的发展机遇来自于我国金融市场改革的深化与互联网技术的发展。我国金融市场改革已进入攻坚阶段，随着金融市场的进一步放开，传统的垄断壁垒将被逐渐打破，这就为平安银行这样的商业银行带来了发展机遇;同时，互联网技术的发展，更会带来我国银行业的“重新洗牌”，使竞争格局发生较大的变化，只有抓住互联网金融的契机，才能够在未来的竞争中获取制高点，占得先机。在这一点上，平安银行早已行动，在激烈的竞赛中率先起航。 平安银行进行电子银行业务也不是没有风险和挑战。利率市场化的改革，将会使我国银行业的竞争更加激烈，也日却白热化。央行一项项文件的出台，也意味着银行的破产不是传说。因此，在开展手机银行业务的同时，平安银行必须既要创新，又要稳健，只有这样，才能够在增强竞争力的同时规避风险。 总之，与其它银行的电子银行相比，与传统的银行业务相比，平安银行的电子银行本身具有较强的便捷性，但是网点的限制，却使其便捷性打了折扣。而在安全性方面，既有平安保险的承保，又有较好的互联网技术，平安银行电子银行的安全性和保密性值得信赖。在未来发展中，平安银行必须在扩大网点的基础上，拓展客户范围，使更多的客户享受到其电子银行带来的便捷性，通过客户体验获得更多的赞誉，将电子银行作为争取客户的重要手段。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 四、平安银行互联网金融发展中存在的问题 (一)风险问题 目前我国互联网金融市场的发展不健全，必然会导致互联网金融产品和业务带来一定的风险，平安银行也不例外。根据在平安银行财满街支行调研的结果，客户主要关心风险问题。主要集中在道德风险、技术风险和控制风险三个方面。 通过对客户的随机调查发现，有66%的客户对互联网金融持观望网态度，不愿轻易尝试使用，其中19%的客户认为互联网金融的发展不可观。而仍有34%的客户认为互联网金融有很广阔的发展空间，在这些客户群体中，以经常使用并了解互联网金融的年轻人居多。如图4所示。 图4您认为如今银行互联网金融发展的现状如何, 首先是道德风险。所谓道德风险，就是银行从业人员不顾道德约束和职业准则，通过非法手段获取利益，使客户收到财产损失的风险。最近几年，我国银行“丑闻”频发，不断有银行工作人员侵占用户资金的行为出现，也让客户对银行的信任不断下降。平安银行虽然是我国12家全国性质的股份制商业银行之一，但因为刚刚重组不久，品牌效应还有待提高，必然会有客户对银行从业人员的道德水准产生担忧。在互联网条件下，交易平台可以人为设计，并通过匹配对称信息进行欺诈骗贷，从而使道德风险的产生几率增大。如何规范员工行为，提高员工道德素养，规避道德风险，是平安银行需要重视的问题。 其次是技术风险。互联网时代的金融交易，离不开网络平台和移动终端。网络在给人带来方便的同时，也带来了很多安全隐患。网络时代，也是电脑病毒和黑客的时代，再完备的防火墙和杀毒软件，都无法百分之百地保证能够抵御病毒的侵袭和黑客的攻击。对于普通客户而言，更是对木马程序防不胜防，不时有中毒后资金通过网络被盗窃转走的出现。在100份调查问卷中，有83份对互联网的安全性产生了质疑。网络技术风险，也是阻碍平安银行开展互联网金融业务的重要问题。 最后是控制风险。一方面，传统的监管模式已不适应互联网金融的发展要求， 9 上级主管部门无法对互联网金融进行有效地管控。另一方面，无论是平安银行，还是我国其它商业银行、乃至金融机构，都缺乏对互联网金融风险管控的经验和人才，最终导致了众多P2P公司的倒闭跑路，造成了大量投资者的血本无归。 (二)监管问题 当今形式下，我国互联网金融虽然快速发展，但制度建设却相对滞后，远远赶不上互联网金融的发展要求，尤其是未能探寻出适应于中国国情的监管模式。很多问题出现后，不能得到及时有效的解决，至今也没有对互联网金融进行规定的法律条文或行政政策出台。 首先是监管立法滞后。任何事物的产生和发展，都必须以法律作为保障。我国互联网金融的快速发展，不仅让国人始料未及，也令立法机构毫无准备。这就造成了我国法律界尚未对互联网金融形成及时的研究。况且作为一个新生事物，互联网金融在国外也缺乏健全的法律基础，这就使得互联网金融的相关立法更加缺乏借鉴，导致监管互联网金融的相关立法比较滞后，至今未能有任何与中国国情相适应的法律规定出台。 其次是行政监管缺失。我国的监管体系，往往是各个部门负责一块，形成专项监督的格局。互联网金融由于涉及到信息、金融、物流、工商等多个部门，结果就造成了每个部门都能管，但最终又没有部门管的状况。行政监管的责任不明，导致互联网金融行政监管主体混乱，行政监管也出于盲区，甚至是空白状态。 最后是监管手段不足。对于互联网金融的监管，监管传统金融市场的方式和手段已经远远不够了。互联网金融的信息化与网络化，对监管技术和手段提出了更高的要求，而现在我国的既有手段，还远不能适应这种要求，具有针对性和实效性的监管手段不足，无法形成对互联网金融行为的有效监管，也无法对公民的合法利益形成保障。 (三)客户感受 作为金融业的创新，客户的体验感受和实际偏好也是影响互联网金融发展的重要因素。根据对财满街银行的调研，客户的感受处于较为复杂的状态，对互联网金融可谓是既有兴趣，又有顾忌。 一方面是理财的高收益和使用的便捷性吸引客户。比起传统的储蓄，互联网金融有着更高的收益性，比如平安银行活钱包的年预计收益率就超过了8%，远远高于一年期定期储蓄的3.2%;而余额宝的低门槛，高收益，则更是远远高于活期储蓄的利率，吸引了大量客户。调研数据显示，43.1%的受访者倾向于将资金存入余额宝、活钱包等互联网金融理财产品，而它们的高收益则是吸引顾客的重点。互联网金融的便捷性同样是吸引客户的重要因素之一。在100名受访者中的多选问答中，认为互联网金融方便节省时间的有79人，可以足不出户享受金融服务的为66人，而节省手续费降低成本的人数则为52人，还有18人认为互联网金融可their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 以了解更多的金融资讯和获得更加及时的金融信息，具体数据如图5所示。 图5 银行互联网金融吸引人的地方有哪些, 另一方面，网络的安全性也使得大部分客户对互联网金融存在顾虑甚至出现抵触心理。由于网络安全所致的金融案件频发且不断在新闻媒体上曝光，使客户不可避免地对互联网金融的安全性产生了怀疑，既怕黑客和病毒的侵入，也害怕手机丢失所造成的信息泄露和资金损失。根据调研结果，75人对网络的安全性存在质疑，占受访人数的75%，高居拒绝使用互联网金融原因的第一位，这说明对网络安全的担心是大部分平安银行客户，乃至中国公民谨慎接纳互联网金融甚至对此予以拒绝的最重要原因。而尝试使用但是遇到问题无法解决(62人)、互联网金融没有适合自己的产品(53人)也体现了客户的诉求和心声。 五、平安银行发展互联网金融的策略选择 (一)积极做好防控，有效规避风险 积极作为内部防控，可以有效减少互联网金融在发展初期所带来的各类风险，从而缓解客户的紧张情绪，吸引越来越多的客户加入互联网金融，接受互联网金融产品和服务。因此，平安银行必须主动积极地做好防控工作，以规避道德、技术和控制风险。 首先，要加强对银行从业人员的培训。一方面要加强职业道德培训，使平安银行的工作人员具有良好的道德情操和职业素养，通过内心的教化，使其知道银行工作者的道德底线，为其形成良好的职业道德规范打好基础。另一方面则要加强业务培训，打造出金融与网络兼通的复合型人才，同时还要培养出大量的精算和风险控制专业人才，以做好互联网金融的风险控制工作。 其次，要强化互联网金融的技术力量。平安银行因设立专门的互联网金融技术服务部门，解决互联网方面的技术问题，为互联网金融产品和服务提供技术支持。要通过外包、联合等方式，增强平安银行互联网金融产品的网络安全性和保密性，并随时对网络平台进行监控，决不允许出现被攻击甚至瘫痪的现象。 11 最后，要建立健全内部风险控制制度。任何风险的控制，都需要健全完善的制度予以保障。因此，平安银行必须建章立制，为互联网金融产品和服务提供一整套的制度规定。一方面可以为银行工作人员的行为提供标准，使其职责明确，行为正规;另一方面则可以在银行内部形成有效的监督机制，及时发现问题，解决问题，避免问题的恶化，也规避相应的风险。 (二)加强监管改革，促进行业自律 对于互联网金融的监管，不仅使政府及相关主管部门的任务，其实也是每一个互联网金融企业自身的责任。只有实现外部监管和自我约束的有机统一，才能够规范我国的互联网金融市场，吸引越来越多的客户加入。 外部监管离不开政府的努力，只有在传统金融监管的基础上进行改革创新，才能够适应互联网金融的发展需要。一是要尽快立法，以法律规定为准绳，规范互联网金融各个主体的行为，对其进行强制性的法律约束;二是要形成较为完备的监管体系，即动员各部门的力量，齐抓共管，权责明确，是互联网金融市场的各种行为均有相应的监管部门负责;三是是创新监管模式，要借鉴国外的成果，加强各监管部门的交流，探寻出具有中国特色的互联网金融监管模式。 政府的外部监管，同样也需要各互联网金融企业加强行业自律。如果没有行为主体的配合，外部的监管机制再完善，也起不到较好的效果。作为互联网金融业务的开展机构，平安银行要在强化自身内部监管、积极实现自律的基础上，主动为行业自律做出贡献。行业自律可以通过行业协会的力量，即成立互联网金融行业协会，通过企业的协商形成一整套自律规范，从而为各企业的自我监管提供依据。 (三)创新产品服务，提升客户满意度 互联网金融产品和服务能否被客户所接受，平安银行的互联网金融业务能否在激烈的市场竞争中获得客户的青睐和选择，关键就在于产品和服务是否能够得到客户的满意，使客户的感知更加生动，使用更加方便和安全。 首先，平安银行要积极吸取其它企业互联网金融产品的优势，完善产品和服务。例如要积极吸纳余额宝的研发和推广经验，在用户界面、功能设置、理财功能等方面花费一定的力气，还要积极形成与其它银行的联盟，增强壹钱包的支付能力和影响力。而对于橙e网的小微企业服务，则要充分吸收民生银行的经验，通过网络手段减少贷款办理流程，使客户深刻感觉到使用平安银行产品和服务的便捷。 其次，要充分发挥自身特色，形成具有平安特色的产品和服务。平安银行的一大优势，就是银行业与保险业的结合，可以将平安保险承担平安银行互联网金融产品赔付的服务大力宣传，利用平安保险的良好口碑，使客户相信平安银行。同时，平安银行手机银行中的企业客户端建设，是其互联网金融的重要亮点，需their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 要进一步深入，争取越来越多的企业运用手机银行，并未一些重点企业客户提供“定制式”的服务。 最后，要加强产品安全维护，减轻顾客的顾虑和怀疑。要加大对平安银行各种互联网金融产品的网络安全维护，确保不出现风险问题。同时，还可以经常为客户开办一些网络安全培训班，指导客户如何防范网络安全，以及遇到问题后如何及时处理以避免或降低损失，提升客户对平安银行的信任度，增强客户的好感。 六、结论 平安银行互联网金融是近几年来互联网的快速发展，以及经济全球化的产物。互联网金融的推广使用给人们带来新的体验，同时带来生活上的便利。并在现代经济社会中起到了不容小觑的作用。互联网金融的推广使用已然成为商业银行竞相竞争的一项新业务。平安银行开展互联网金融使用推广业务、无偿的为客户提供转账，理财，讲解等综合，便捷，热心的服务。为了提升顾客的使用频率，加强业务本身的营销力度和宣传强度，平安银行也不断在软件研发，系统升级中满足人们的不同需求。 本文通过对平安银行银行财满街支行办理业务的个人客户和企业客户进行调研，分析该行互联网金融的现状以及影响，给出了相关建议，并得出结论如下: 第一， 互联网金融发展时间较短，人们在使用中心存风险顾虑。平安银行应积极的做好防控，有效的规避风险。 第二， 互联网金融发展速度快，制度建设滞后，暂时没有适合中国国情的监管模式。监管部门应推进监管改革，促进行业自律。 第三， 客户过于依赖传统商业银行，对于新兴的互联网金融存在抵触心理。商业银行也应创新产品服务，提升客户的满意度。 13 参考文献 [1] electronic finance a new perspective and challenges [2] Murray Z, The information content of inter stock message -1294,June 2004 boards,Volume 59,Issue 3,pages 1259 [3] 张晓芬.互联网金融的发展对商业银行的影响[J].兰州学刊，2013(12) [4] 陈明朝.互联网金融的主要模式[J].南方金融，2013(12) [5] 王光宇.互联网金融挑战传统银行业[J].银行家。2014(1) [6] 张立杰.规范发展网络借贷的对策和思考[J].黑龙江金融2010(011):28 —30 [7] 谢平.邹传伟.互联网金融模式研究[J].金融研究.2012.12:11—22 [8] 吴旭光.当银行遇上互联网金融[J].卓越理财，2014(1) [9] 袁平平.我国手机银行的发展现状及监管对策，山东大学 [10] 何高峰.电子银行发展浅析，招商银行长沙晓国支行，湖南 长沙410005 [11] 郭伟.中国建设银行发展互联网金融的策略研究，河南大学 [12] 赵辉.草根金融时代下的网络借贷之路[J].报林，2009,9:025 [13] 郑霄鹏，刘文栋.互联网金融对商业银行的冲击及对策[J].现代管理学， 2014(2) their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 致 谢 本论文是在论文指导老师李佩老师的亲切关怀和悉心指导下完成的。XXX老师严肃的科学态度，严谨的治学精神，精益求精的工作作风深深地感染了我。从选题到最终的成稿，老师都细心地指导和支持我，并能处处为我着想，给予我方便。在此，谨向XXX老师表示真挚的感谢。 感谢平安银行财满街支行的客户们和同事们，帮助配合我一起完成调研，以及大学四年陪我一起走过的老师和同学，感谢他们对我的关心与帮助。 最后要感谢我的家人，一直在背后默默地支持我，有他们做我坚实的后盾，让我能够勇敢地走下去。 15 附录1 调查问卷 您好～我是北京城市学院的一名大四学生，我正在对人们使用银行互联网金融情况进行调 研。首先感谢您给予的配合，答案没有对错之分，请您放心填写。请根据您的实际情况在对 应的选项下画“?”，您所提供的信息，都只用于统计数据处理，仅用于论文研究。我们将予 以严格保密。敬请放心填写～感谢您的配合。 1、 您的性别: A(女 B.男 2、您的年龄: A(18-30岁 B.31-50岁 C.51-60岁 D.高于60岁 3、您的学历: A(高中及以下 B.大学专科 C.大学本科 D.研究生及以上 4、您的家庭年收入: A.5万以下 B.5-20万 C.20-50万 D.50-100万 E.100万以上 5、您经常使用互联网么, A.经常使用 B.偶尔使用 C.从不使用 6、您是否了解或听说过互联网金融: A(非常了解，并且经常使用 B(听说过，不经常使用 C(不了解，有兴趣希望了解 D(不了解也不感兴趣 7、您认为如今的互联网时代许多人拒绝使用并了互联网金融的原因有哪些:(可多选) A(质疑互联网的安全性 B(互联网金融没有适合自己的产品 C(思想观念比较保守，不愿意接触，不感兴趣 D(尝试使用但是遇到问题无法解决 E(不了解互联网金融的优势和便利 8、您使用银行互联网金融主要用途:(可多选) A(网银，手机银行进行转账汇款 B.购买理财，基金，股票等金融产品 C. 进行外汇，期货，现货的买进卖出 D.了解行业资讯，金融信息和经济走势的相关动态 E.利用互联网进行日常生活的代收代缴(水电燃气等) 9、您是否使用过银行网银或手机银行, A(经常使用 B.不经常使用 C.从来不使用 10、您认为银行互联网金融吸引人的地方有哪些:(可多选) A.方便节省时间 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 B.可以足不出户享受金融服务 C.节省手续费，降低成本 D(了解更多的金融资讯，获得更加及时的金融信息 11、如果银行客户经理为您介绍教您使用互联网金融，您认为这会对您有帮助么, A(会有帮助 B.帮助不大 C.不知道，没有接受过这方面的建议 12、您尝试使用过哪些银行的互联网金融服务, A.以工行为代表的五大国有银行 B.平安银行 C.中信银行 D.广发银行 E. 招商银行 F其他 13、在如今物价上涨的情况下，您觉得钱应该放在银行还是用于投资, A.大部分存放银行，投资有风险 B.大部分用于投资，存款利率太低 C(一部分存放银行，一部分用于投资，这样可以分担风险 14、如果您投资理财更倾向于关注产品的: A.期限 B.收益及风险 C.投资占比 D.资金的流动性 E.起点金额 F.品牌信誉历史业绩 15、您投资的产品期限一般设置在: A(资金流动比较大，按天计息 B(半年以内的固定收益类或浮动收益类产品 C(1-3年的固定收益类或浮动收益类产品 D(3-5年的固定收益类或浮动收益类产品 16、您的投资经验: A(没有经验 B.少于两年 C.2-5年 D.5-8年 E.8年以上 17.银行理财和余额宝您更倾向于: A(银行理财，风险偏低，品种多样 B(余额宝，投资门槛低，收益较高 18、您认为如今银行互联网金融发展的现状如何, A.很好 B.一般 C.不太客观 19、您认为壹钱包和余额宝相比还需要做那些改进:(可多选) A.优化客户界面 B.需要增添更多的公共服务 C.需要建立与更多银行的合作绑定关系 20、您在使用互联网金融的同时您会考虑到哪些问题:(可多选) A.是否使用安全 B.监管是否到位 C.相关法律是否健全 D.是否方便银行产品消费 E.是否便民 17 附录2 调查问卷统计结果 1、 您的性别: 数量 比例 A.女 46 46% B.男 54 54% 2、 您的年龄: 数量 比例 A.18-30岁 30 30% B.31-50 47 47% C.51-60 20 20% D.高于60岁 3 3% 3、 您的学历: 数量 比例 A(高中及以下 32 32% B.大学专科 24 24% C.大学本科 37 37% D.研究生及以上 7 7% 4、您的家庭年收入: 数量 比例 A.5万以下 9 9% B.5-20万 34 34% C.20-50万 47 47% D.50-100万 6 6% E.100万以上 4 4% 5、您经常使用互联网么, 数量 比例 A.经常使用 60 60% B.偶尔使用 21 21% C.从不使用 19 19% their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 6.您是否了解或听说过互联网金融: 数量 比例 A(非常了解，并且经常使用 22 22% B(听说过，不经常使用 54 54% C(不了解，有兴趣希望了解 16 16% D(不了解也不感兴趣 8 8% 7.您认为如今的互联网时代许多人拒绝使用并了互联网金融的原因有哪些:(可多选) 数量 比例 A(质疑互联网的安全性 87 87% B(没有适合自己的产品 11 11% C(观念保守不感兴趣 23 23% D(遇到问题无法解决 7 7% E(不了解互联网金融 15 15% 8.您使用银行互联网金融主要用途:(可多选) 数量 比例 A(转账汇款 54 54% B.购买金融产品 80 80% C. 进行外汇期货现货交易 5 5% D.了解行业资讯 25 25% E.进行代收代缴 24 24% 9、您是否使用过银行网银或手机银行, 数量 比例 A(经常使用 48 48% B.不经常使用 30 30% C.从来不使用 22 22% 10、您认为银行互联网金融吸引人的地方有哪些:(可多选) 数量 比例 A.方便节省时间 79 79% B.足不出户享受金融服务 66 66% C.节省手续费，降低成本 52 52% D(了解更多的金融资讯 18 18% 19 11、如果银行客户经理为您介绍教您使用互联网金融，您认为这会对您有帮助么, 数量 比例 A(会有帮助 62 62% B.帮助不大 16 16% C.没有接受过这方面的建议 22 22% 12、您尝试使用过哪些银行的互联网金融服务, 数量 比例 A.以工行为代表的国有银行 15 15% B.平安银行 67 67% C.中信银行 3 3% D.广发银行 8 8% E.招商银行 5 5% F其他 2 2% 13、在如今物价上涨的情况下，您觉得钱应该放在银行还是用于投资, 数量 比例 A.大部分存放银行 32 32% B.大部分用于投资 11 11% C(合理分配分担风险 57 57% 14、如果您投资理财更倾向于关注产品的: 数量 比例 A.期限 54 54% B.收益及风险 60 60% C.投资占比 11 11% D.资金的流动性 35 35% E.起点金额 85 85% F.品牌信誉历史业绩 70 70% 15、您投资的产品期限一般设置在: 数量 比例 A(资金流动大按天计息 20 20% B(半年以内的产品 72 72% C(1-3年的产品 6 6% D(3-5年的产品 2 2% their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 16、您的投资经验: 数量 比例 A(没有经验 13 13% B(少于2年 27 27% C.2-5年 29 29% D(5-8年 20 20% E(8年以上 11 11% 17.银行理财和余额宝您更倾向于: 数量 比例 A(银行理财，品种多样 77 77% B(余额宝，收益较高 23 23% 18、您认为如今银行互联网金融发展的现状如何, 数量 比例 A.很好 34 34% B.一般 47 47% C.不太客观 19 19% 19、您认为壹钱包和余额宝相比还需要做那些改进:(可多选) 数量 比例 A.优化客户界面 23 23% B.需要增添更多的公共服务 78 78% C.建立与更多银行合作关系 69 69% 20、您在使用互联网金融的同时您会考虑到哪些问题:(可多选) 数量 比例 A.是否使用安全 86 86% B.监管是否到位 75 75% C.相关法律是否健全 79 79% D.是否方便银行产品消费 65 65% E.是否便民 81 81% 21 附录3 访谈问卷 访谈一: 访谈对象:客户 访谈提纲: 1、 您是否了解或使用过我行的“壹钱包”产品,您使用该产品的原因有哪些, 2、 您认为用“壹钱包”理财和“银行理财”最大的区别是什么, 3、 您的理财经理是如何向您推荐这款“壹钱包”的, 4、 您对“壹钱包”未来的发展有何看法, 5、 您认为在“壹钱包”在发展过程中有哪些需要改进的地方, 访谈二: 访谈对象:零售副行长 访谈提纲: 1、 您在日常生活工作中，经常使用手机银行么,您感觉平安银行手机银行的亮点有哪些, 2、您是如何向客户推荐我行手机银行产品的呢, 3、对于客户使用手机银行您有哪些建议或者提醒, 4、您认为手机银行的未来发展如何, 5、对于目前手机银行市场监管短板问题您有哪些看法, their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development. 北京城市学院2015届毕业论文 附录4 访谈记录内容 访谈一: 1、 您是否了解或使用过我行的“壹钱包”产品,您使用该产品的原因有哪些, 答:使用过。“壹钱包”是我经过理财经理的推荐才了解的这款产品。它吸引我主要是因为它的投资门槛低，收益高。而且壹钱包可以让我一边理财一边赚取万里通积分，同时还可以享受到更多的惠民服务。 2、 您认为用“壹钱包”理财和“银行理财”最大的区别是什么, 答:首先我认为“银行理财”最大的特点是安全，风险低，而“壹钱包”在于它的收益高，流动性强，容易操作。我之所以选择“壹钱包”不仅因为他计息快而且也有平安保险保障资金安全，在理财的同时也收获了一份安心。 3、 您的理财经理是如何向您推荐这款“壹钱包”的, 答:因为我是做实体经营，资金流动比较频繁，现在的活期储蓄利息很低，我觉得如果存在活期损失比较大，于是理财经理就给我推荐了这款产品。他和我介绍说“壹钱包”收益较高，而且风险偏低，按天计息，使用方便，每天可以提取20万可以满足我日常资金周转，所以我很感兴趣。 4、 您对“壹钱包”未来的发展有何看法, 答:对于“壹钱包”未来的的发展，我认为他需要解决两个问题。第一，加强市场防范，稳定理财。作为网络理财最让人不放心的就是他的安全，所以需要加强安全力度，同时也需要全面推广宣传。第二，加强技术支持，网络市场作为一个新兴市场，技术支持是必须要及时更新的要素，高强度过硬的技术也会让“壹钱包”占有更大的市场份额。 5、 您认为在“壹钱包”在发展过程中有哪些需要改进的地方, 答:“壹钱包”的服务指南不够详细，而且有些便民服务不够直观，希望对于“界面”的设计有所改进。现在“壹钱包”理财对于绑定的银行卡还有一定的限制，加快推进与同业的合作，建立互相绑定关系，来满足客户的需求。 访谈二: 1、 您在日常生活工作中，经常使用手机银行么,您感觉平安银行手机银行的亮点有哪些, 答:经常使用。平安银行手机银行功能非常强大，我认为转账功能，缴费服务很惠民，同时手续费低廉也吸引了大量客户。在我行，每周三有手机银行的专属理财，收益相对较高，风险程度较低，购买额度也很充足，可以满足投资者的理财需求。 2、您是如何向客户推荐我行手机银行产品的呢, 答:首先我会鼓励推荐客户开通网银和手机银行，以我行手机银行转账免费，提醒免费，专 23 属理财，便民缴费等为切入点对客户进行营销。有些客户会对手机银行的安全性表示担忧，这时候就体现出我们平安银行的优势，作为平安集团旗下的子公司，我们有平安保险保驾护航，可以使客户减少后顾之忧。而且我行有登录密码，交易密码，手机动态码三重保障更加强了风险防控。 3、对于客户使用手机银行您有哪些建议或者提醒, 答:第一，保管好手机和密码，只有确定了手机号码才能够进行正常使用。第二，合理设置转账额度，一般情况下，客户密码或者相关身份信息被盗取以后，都会进行大额转账，想办法把账户里的钱全部转光，如果我们在使用之前就设置了转账限额，根据日常生活需求，就可以降低风险。第三，作为普通消费者来说，可以开通一个短信提醒的功能，及时的掌握自己的账户信息。第四，不在公共场所或设备终端上使用手机银行进行交易，不给陌生人转账汇款。 4、您认为我行手机银行的未来发展如何, 答:平安银行的手机银行未来既面临机遇又存在挑战。因为我行的手机银行的便捷性和安全性得到了目前存量客户的一致好评，而且开通激活使用率也在78%以上。但是目前我行在北京地区的网点有限，服务的客户辐射面积不大主要集中在五环以内的地区，这也为手机银行的推广带来了难题，现在银行间的竞争越发激烈，互联网金融市场的争夺也愈演愈热，所以我行的手机银行也在不断进行改革创新，尽可能的满足客户的不同需求。 5、对于目前手机银行“开户难”您认为主要原因有哪些,您对市场监管短板问题有哪些看法, 答:如今互联网发展迅速，诈骗盗窃案频发，手机银行中客户信息泄露，很多消费者难免对于安全性表示担忧。金融监管不健全，客户“无法可依”也是目前手机银行“开户难”的原因之一。但是上海银监局局长认为我们应下决心解决全社会“软约束”“滥用金融”“滥用或有负债”现象，真正发挥好金融对实体经济的制衡作用，强化对市场各类主体的硬约束。这就要求监管部门推进改革进度，促进行业自律。同时我们银行也该做好防控，有效的规避风险。 their own conditions to develop the correct road, the maximum to avoid investment risk, gain profit.(three) vigorously promote the brand. To establish brand awareness, awareness of the use of brand, brand value, brand acquisition performance, enhance the competitive strength. Concentrated manpower, careful planning, packaging and publicity of a number of unique, market influence and coverage of the brand, the implementation of key breakthroughs, to enhance the competitive strength, walking business road the competition of alienation and characteristics, the pursuit of stability and development of the market.(four) to promote the integration of resources. To further broaden their horizons, effective integration of resources within the group, the city resources, other industries and regional resources, mutual trust, mutual benefit, seeking win-win principle, in the framework of national policies and regulations, strict inspection and argumentation, legal consultation, examination and approval procedures, strict regulation of economic activities, attract injection the social investment to the industry group, to achieve leveraging the development, ensure that the value of state-owned assets.(five) to strengthen the construction management personnel. Strengthen the management of education and training of cadres and workers of the existing business, firmly establish the concept of the market, enhance the sense of crisis to adapt to market competition, the sense of urgency, improve the ability to respond to market competition, improve management and operation of the market. At the same time, according to the need of industrial development, vigorously the introduction of high-quality management management personnel, and strive to build a high-quality professional management team, hard work, and promote the entire workforce knowledge structure, age structure, structure optimization and upgrading ability, enhance core competitiveness, adapt to the need of market competition.(six) seriously study the policy for policy. Serious research about social support the development of cultural undertakings in the country and the XX policy, especially the policy of industrial development, financial investment policy, financial policy and tax policy, and actively seek policy, projects and funds, enterprise and industry group mission to promote leapfrog development.