1、毕业论文 I 摘 要 网上银行的发展，是全球网络信息技术进步和银行业务创新的结果，在降低交易成 本、改善经营绩效，促使商业银行实施多元化经营.并把国际银行业并购和信息化投资 等作为推进金融技术及服务创新、进而增强市场竞争能力的重要战略手段的同时，却因 网络的开放性及技术限制，削弱了网上金融交易的可控性，迫切要求在加强政府引导和 国际监管合作的前提下，全面加强金融网络安全设计，实施网上银行的综合管理。 网上银行是金融创新的产物，与传统银行相比，具有无纸化、瞬时性、方便快捷等 特征，为客户提供金融服务的自助式虚拟银行。互联网技术和电子商务推动网上银行的 迅速发展。本文从网上银行的概念出发，分析了目
2、前网上银行在营销管理方面存在的问 题，提出了网上银行的营销策略并预测其发展趋势。 关关 键键 词词：网上银行 银行业结构 网上银行综合管理 发展趋势 毕业论文 II Abstract Intennet bankings development has been resulting from the progress of Internet information technology and the innovation of bank business.Reducing transaction costs,im proving economic benefits and causing co
3、mmercial bank to be diversified, it makes mergers and acquisitions of international banking and information investment as important strategic means to improve the innovation of financial technology and service,and then improve the ability of market competition.on the other hand,theres less control o
4、ver Internet financial transaction because of the opening of Internet and technical limit. So it needs to be strengthened safety design of internet finance and to be carried out comprehensive management of internet banking on the premise that the governments leading and international cooperation will be ea.orced urgently. The Internet technology and the electronic commerce impel the network bank to develop rapidly.This article, from the concept of the network bank, has analyzed the domestic
