随着互联网的不断发展，互联网金融形式逐渐发展壮大。在这一环境下，个人理财方 式更加多样化，传统商业银行受此影响较为严重。互联网金融是互联网和金融的跨界产物， 在互联网的大数据和云计算服务的基础之上，实现了金融可以脱离传统的金融中介。最为 直接的表现就是，客户享受到了更加透明化、简洁化和高效率的便捷服务，且互联网金融 的运营成本比传统金融欧亿·体育（中国）有限公司要低得多。互联网金融不需要线下实体，仅仅需要开发出相应 的客户端，进行线下和线上的联合推广，就可以实现正常运营。从这个方面看，互联网金 融所需要的人力成本和时间成本要低得多。 本文在梳理国内商业银行个人理财发展策略研究以及互联网金融与商业银行个人理 财发展的关系研究基础上，结合调查问卷调研分析方法，对目前浦发银行在个人理财业务 发展方面存在的问题及原因进行了详细的研究，如浦发银行个人理财业务面临着技术限制、 实体网点便利性不够、客户群体显得单一、理财人员素质有待提高、个人理财产品缺乏市 场竞争力、同业竞争加剧等问题；其次，运用 SWOT 分析对浦发银行温州分行个人理财发 展策略上所存在的内部和外部问题，以及浦发银行个人理财业务带来了新的发展机遇，同 时伴随着利率市场化、新型财富公司日渐增多现象的出现，也给其带来了一定的威胁进行 了剖析；之后，结合以上问题的分析基础上，就互联网金融发展带来的挑战和机遇，整合 商业银行的优势和劣势，利用德尔菲问卷法构建了具有较强的可行性和可操作性的商业银 行个人理财业务发展策略；最后，针对策略构建提出相应的具体措施，包括浦发银行温州 分行应从细分市场并加强营销服务意识、重视产品创新并自身经营创新、个人理财营销流 程对策研究、积极引进专业人才和提升内部素质人才和健全风险管理体系，加强风险教育 等方面着手，不断提升个人理财业务核心竞争力，已达到扩大市场份额。本文的研究理论 结合实践，对于欧亿·体育（中国）有限公司其它股份制商业银行也同样具有借鉴意义。 关键词，互联网金融；发展策略；影响因素；个人理财浙江理工大学硕士专业学位论文 II Abstract The emergence of the form of Internet finance has brought tremendous impact and impact on the personal wealth management business of traditional commercial banks. Internet finance is a cross-border product of the Internet and finance. On the basis of the big data and cloud computing of the Internet, it can realize that finance can be separated from traditional financial intermediaries. The most direct performance is that customers enjoy more convenient, more succinct and efficient services, and the operating costs of Internet finance are much lower than the traditional financial industry. Internet finance does not require offline entities. It only needs to develop corresponding clients to carry out joint promotion offline and online, so that normal operations can be realized. From this perspective, the labor and time costs required for Internet finance are much lower. Based on the research on the personal wealth management development strategy of domestic commercialbanks andtherelationship between Internet finance andpersonal financedevelopment of commercial banks, this paper combines the questionnaire survey and analysis methods to analyze the problems and causes of the development of personal wealth management business of Shanghai Pudong Development Bank. Detailed research, such as personal financing business of Shanghai Pudong Development Bank, facestechnical limitations, insufficient convenience of physical outlets, single customer groups, the quality of financial management personnel needs to be improved, the lack of market competitiveness of personal wealth management products, and the intensified competition in the same industry. Secondly, the use of SWOT Analysis of the internal and external problems existing in the personal finance development strategy of Shanghai Pudong Development Bank's Wenzhou Branch, as well as the new development opportunities of Shanghai Pudong Development Bank's personal wealth management business, accompanied by the emergence of interest rate marketization and the emergence of new wealth companies. After analyzing the above problems, the paper analyzes the above problems and integrates the advantages and the challenge faced by commercial banks is the challenges and opportunities brought by the development of Internet finance. This feasibility and operabilityof the commercial bank's personal wealth management business development strategy; Finally, the corresponding specificmeasures forthestrategyconstruction,includingtheShanghaiPudongDevelopment Bank Wenzhou Branch should be from the market segment and strengthen marketing service awareness,浙江理工大学硕士专业学位论文 III focus on product innovation and its own business innovation, Personal financial management marketingprocessresearch,activeintroductionofprofessionaltalentsandimprovementofinternal quality talents and sound risk management system, strengthening of risk education and other aspects, andconstantlyimprovethecore competitiveness ofpersonal wealthmanagementbusiness, has reached an expansion of market share. The research theory and practice of this paper are also useful for other joint-stock commercial banks in the industry. Key Words: Internet Finance; Development Strategy; Influencing Factors; Personal Financial Business浙江理工大学硕士专业学位论文 IV 目 录 摘要............................................................................................................................................... I Abstract.........................................................................................................................................II 目 录.............................................................................................................................................IV 1 绪 论...........................................................................................................................................1 1.1 选题背景分析及意义..........................................................................................................1 1.1.1 选题背景分析............................................................................................................1 1.1.2 选题意义....................................................................................................................1 1.2 研究内容和方法..................................................................................................................3 1.2.1 研究内容....................................................................................................................3 1.2.2 研究方法....................................................................................................................3 1.2.3 技术路线图................................................................................................................4 1.3 创新点..................................................................................................................................5 2 相关概述及国内外研究文献综述.............................................................................................6 2.1 互联网金融的概述..............................................................................................................6 2.1.1 互联网金融的涵义....................................................................................................6 2.1.2 互联网金融特点........................................................................................................6 2.1.3 我国互联网金融发展的业务模式............................................................................8 2.2 商业银行个人理财业务的现状..........................................................................................9 2.2.1 我国商业银行个人理财业务的现状........................................................................9 2.2.2 我国商业银行个人理财业务特点..........................................................................10 2.3 国内外相关文献研究........................................................................................................11 2.3.1 国内文献研究..........................................................................................................11 2.3.2 国外文献研究.....................................................................................................