我国网上银行发展策略研究——基于长尾理论视角

在全球一体化、金融全球化的条件下,以信息产业和新兴服务业为主导的网络经济的兴起,网上银行的产生和发展对整个银行业乃至金融业带来了极为深刻的影响,网上银行已成为银行业发展的必然趋势。网上银行作为商业银行发展的新突破点和重要推动力,如何拓展完善其发展,是商业银行面临的迫切问题。在定量分析和定性分析阐述我国网上银行发展现状的基础上,结合对长尾理论的概述,验证了长尾理论在网上银行成立的基础。并基于长尾理论视角,分别从产品创新、建立CRM管理系统和营销方式创新三个方面提出了相关建议。

Research on the Development Strategy of Online Banking in China -- From the Perspective of the Long Tail theory

Under the circumstances of global integration and financial globalization,the Internet economy,led by the robust information industry and the new service industry,gives rise to the online banking,which poses an extremely profound impact on the banking and even the whole financial industry. Thus the Internet banking is believed to be an inevitable trend of development of the banking industry. Because of its functions as a new growth point and a driving force in commercial bank＇s development,how to perfect the online banking has become an urgent problem facing commercial banks. The paper therefore probes into the current situation of online banking in our country by the approaches of quantitative and qualitative analysis. It verifies,with the briefing of the Long Tail theory,the feasibility of the theory in the foundation of online banking. Then,based on the theory,it puts forth three proposals related to product innovation,establishment of CRM management system and marketing innovation.