互联网银行是一种纯网络无实体，将传统银行业务全部通过线上办理的银行，它以大数据和云计算为基础，包含虚拟性、便捷性和高效性的特征。虽然它推动了传统银行和金融格局的变革，但也对传统商业银行产生了巨大的冲击。首先，随着互联网技术与金融领域的深度结合，互联网银行突破了时间和空间的限制，更好地改善了信息不对称的问题，动摇了传统商业银行金融中介的地位；其次，第三方支付牌照的出现，使得第三方支付平台变得规范化、透明化，冲击了传统商业银行支付中介的地位。
网商银行依靠其互联网金融背景浓厚的阿里巴巴而诞生，成为我国第二家正式运营的纯互联网化银行。网商银行在成立之初就将自己服务的客户体定位于“长尾客户”，采用“轻资产”、“平台化”、“交易型”的运营模式，并且自运营以来，就针对不同的客户体和客户需求，与各行业、各企业展开合作，不断创新产品和服务。另外，网商银行“小存小贷”的业务模式以及“小银行、大生态”的服务理念，不仅能够最大程度的满足客户的融资需求，保证服务对象的精准性，还能够极大地降低运作成本，提高运作效率，使金融活动真正具有“普惠性”。最后，它自主研发的以客户为中心的“云+端+数”交互式系统，也有助于提高风险的识别和控制能力。
虽然网商银行目前仍保持着良好的发展势头，但它在政策环境、产品和服务的创新性、银行的信誉度和知名度以及网络系统的安全性等方面所存在的问题也是不容我们忽视的。本文针对网商银行发展过程中比较突出的问题给出了与之相适应的促进其发展的对策和建议，对其适应我国的金融环境、增强自身的竞争能力、进一步改善经营效率、促进其发展会有一定的效果；对其他互联网银行来说，可为其突破发展阻碍、
及时检验并发挥自身的潜能提供借鉴。
关键词：互联网银行；网商银行；大数据；云计算
Internet banking is a kind of pure networkless bank, which deals with the traditional banking business entirely online. It is based on big data and cloud computing, and has the characteristics of virtual, convenient and efficient. Although it promotes the transformation of the traditional banking and financial structure, it also has a huge impact on the traditional commercial banks. First of all, with the deep combination of Internet technology and financial field, Internet banks have broken the limitation of time and space, improved the problem of information asymmetry, and shaken the position of traditional commercial banks' financial intermediation. Secondly, the appearance of third-party payment license makes third-party payment platform standardized. Transparency, the impact of traditional commercial banks payment intermediary status.
Internet merchant bank was born by Alibaba with strong internet finance background and became the second pure internet bank in our country. At the beginning of its establishment, the network merchant bank has positioned the customer group of its own service as "long-tailed customer", adopting the "light assets", "platform", "transactional" operation mode, and since the operation, For different custom
er groups and customer needs, cooperation with various industries and enterprises, innovative products and services. In addition, the network merchant bank's business model of "small deposit and small loan" and the service concept of "small bank, big ecology" can not only meet the clients' financing needs to the greatest extent. In order to ensure the accuracy of the service object, it can greatly reduce the operation cost, improve the operation efficiency and make the financial activities truly "inclusive". Finally, its own customer-centric "cloud number" interactive system also helps to improve the ability of risk identification and control.
Although the network merchant bank still maintains the good development momentum at present, but it in the policy environment, the product and the service innovation, the bank credit degree and the popularity as well as the network system security and so on the question also cannot be ignored by us. Aiming at the outstanding problems in the development of the network merchant bank, this paper puts forward the corresponding countermeasures and suggestions to promote its development, to adapt it to the financial environment of our country, to enhance its own competitive power, and to further improve its management efficiency. Promoting its development will have certain effect; For other Internet banks, they can break
through the obstacles to development, test and develop their potential in a timely manner. Warning.
Keywords：Internet bank；network merchant bank；big data；cloud computing
目  录
摘  要 ............................................................. I ABSTRACT .......................................................... II 第1章 绪  论 (1)
1.1 选题背景与意义 (1)
1.1.1 选题背景 (1)
1.1.2 选题意义 (2)
1.2 国内外研究现状 (2)
1.2.1 国外研究现状 (2)
1.2.2 国内研究现状 (4)
1.2.3 国内外文献述评 (7)
1.3 研究目标与方法 (8)
1.4 创新点与不足之处 (8)
第2章 互联网银行发展概述 (9)
2.1 互联网银行的理论基础 (9)
2.1.1 长尾理论 (9)
2.1.2 规模经济理论 (9)
2.2 互联网银行的定义及特点 (9)
2.3 互联网银行的发展历程 (10)
2.3.1 国外互联网银行的发展历程 (10)
2.3.2 国内互联网银行的发展历程 (11)
2.4 互联网银行对传统商业银行的冲击 (12)
2.4.1 对金融中介地位的冲击 (12)
2.4.2 对支付中介地位的冲击 (13)
2.4.3 对金融服务功能的冲击 (15)
第3章 网商银行的发展现状 (17)
3.1 网商银行股东结构及组织架构 (17)
3.2 网商银行的发展历程 (18)
3.3 网商银行的发展定位 (19)
3.3.1 服务小微客户 (19)
3.3.2 服务农村市场 (19)
3.3.3 服务中小企业 (20)
3.4 网商银行的运营模式 (20)
3.5 网商银行的竞争能力 (21)
3.5.1 与传统商业银行相比 (21)
3.5.2 与微众银行相比 (24)
第4章 网商银行的优势和劣势分析 (25)
4.1 网商银行的优势分析 (25)
4.1.1 广泛的客户基础，目标客户明确 (25)
4.1.2 低成本和高效率的运作方式 (26)
4.1.3 互联网技术和大数据优势 (27)
4.2 网商银行的劣势分析 (28)
4.2.1 缺乏政策支持，远程开户亟待解决 (28)
4.2.2 产品和服务缺乏创新性，营销模式单一化 (29)
4.2.3 网络技术的安全性有待提高 (30)
4.2.4 数据有效性亟待提高，征信体系建设不完善 (31)
第5章 网商银行发展策略 (32)
5.1 建立并完善相关法律制度，明确监管标准 (32)
5.1.1 建立并完善法律体系 (32)
5.1.2 明确监管标准 (33)
5.2 注重产品和服务创新，拓宽营销渠道 (33)
5.2.1 注重产品和服务创新 (33)
5.2.2 拓宽营销渠道 (34)
5.3维护网络设备稳定性，健全风控系统 (34)
5.4 加强对大数据的应用，完善征信体系建设 (35)
5.4.1 创新对大数据的应用 (35)
5.4.2 完善征信体系建设 (35)
参考文献 (38)如何办理网上银行
作者简历 (41)
致    谢 (42)