我国网上银行的价值链及其发展战略研究——以招商银行为例

The Value Chain and Developing Strategy Research on Chinese Internet Bank——Take CMB as an Example

以招商银行网上银行为例,结合波特的企业价值链理论分析了我国网上银行的价值链与所存在的问题,并分别从产品创新、市场营销和风险管理等角度提出了相应的发展战略建议。

This paper takes China Merchant Bank as an example,analyzing the value chain of internet bank in China based on Porter＇s enterprise value chain theory as well as the corresponding problem,and advances the developing strategy from the perspectives of product innovation,marketing and risking management.