CAJ | 학술논문

余额宝是由第三方支付平台支付宝公司与基金管理公司合作，为支付宝客户提供账户余额增值的一项服务。余额宝以其独特的金融创新性及飞速发展的客户占有率引起了金融市场的高度关注和讨论。在深入分析余额宝创新性运作模式及产品定位差异化、营销渠道、技术应用三方面创新性特点的基础上，进一步探讨其对中国商业银行的启示，对商业银行的发展提出了重视“长尾”市场份额、拓展互联网营销渠道及制定大数据经营战略三方面的建议。
여액보시유제삼방지부평태지부보공사여기금관리공사합작，위지부보객호제공장호여액증치적일항복무。여액보이기독특적금융창신성급비속발전적객호점유솔인기료금융시장적고도관주화토론。재심입분석여액보창신성운작모식급산품정위차이화、영소거도、기술응용삼방면창신성특점적기출상，진일보탐토기대중국상업은행적계시，대상업은행적발전제출료중시“장미”시장빈액、탁전호련망영소거도급제정대수거경영전략삼방면적건의。
Yu’ebao can provide the value-added services of the account balance for the customers through the third-party online payment system with fund management company. The financial innovation and customer share development of Yu ’ebao attracts great attention and evokes extensive discussion all over the financial market. The innovative mode of operation, product positioning, marketing channel, and technology application of Yu ’ebao were analyzed. The inspiration on China’s commercial banks was discussed. This article put forward three proposals for the development of commercial banks. Commercial banks should pay attention to the “long tail” market share, expand the internet marketing channel, and formulate the big data management strategy.