余额宝的发展现状分析与应对策略 会计学专业VIP专享VIP免费

摘要2013年被视为中国互联网金融的元年。这一年，线上理财产品余额宝的诞生标志着信息化理财的铺开，它以互联网技术为依托，同时保留了传统金融理财的精髓，因而从诞生之初，他就拥有了线下理财产品难以企及的先天优势，包括投资门槛低、收益率高于银行存款、操作灵活等。此也有了传统金融理财产品不具备的优势：操作简单、收益率高、使用便捷等。余额宝一经上线，就受到了广泛用户的青睐，它的出现不仅增加了阿里巴巴的受益，也使得天弘基金广为人知，对传统金融业产生了不小的影响。如今，余额宝诞生四年，度过了发展的繁荣时期，走入稳定，它的发展面临新的问题，有待研究和讨论。本文首先从余额宝的上市背景和本质入手，由此引出余额宝自身所具备的优势与劣势，之后从一系列数据展开，分开对余额宝纵向和横向的现状进行分析。然后，基于数据分析和背景分析，探讨了目前余额宝面临的风险，并提出了相应策略。关键词：余额宝；互联网金融产品；银行业；风险；策略AbstractIn2013，theAlibabalaunchedYu’ebaothiskindoffinancialproductsontheInternet.Thefinancialinformationto，fromthetraditionalfinancialadvantage，andisbasedontheInternet，soitisthetraditionalfinancialproductsdonothavetheadvantagesofsimpleoperation，highyield，easytouse.Yu’ebaohasbeenwidelywelcomedbythepeople，itappearsnotonlyincreasesthebenefitofAlibaba，alsomakesCelesticafundiswellknown，thetraditionalfinancialsectorHavenosmallimpact.Now,balanceoftreasurewasbornfouryears,throughthedevelopmentoftheboom,intoastable,itsdevelopmentisfacinganewproblem,needtoberesearchedanddiscussed.Inthispaper,firstofall,fromtheperspectiveofthebalancethemarketbackgroundandtheessenceofthetreasure,treasurethisbalanceitselfhasadvantagesanddisadvantages,thenfromaseriesofdata,separatetobalancetreasurethepresentsituationoftheverticalandhorizontalanalysis.Then,basedondataanalysisandbackgroundanalysis,therisksofyu'ebaoarediscussed,andcorrespondingstrategiesareputforward.Keywords：Yu’ebao;onlinefinancialproducts；banking；risk；strategy目录1引言.....................................................................................................................2余额宝产品概述.................................................................................................2.1余额宝的产生背景...................................................................................2.2余额宝本质—理财产品...........................................................................3余额宝的发展现状.............................................................................................3.1余额宝的发展规模...................................................................................3.2余额宝的特点与优势...............................................................................3.3余额宝的劣势与不足...............................................................................3.4余额宝纵向、横向发展分析...................................................................3.4.1余额宝发展现状的纵向分析……………………………………………………………..3.4.2余额宝发展现状的横向分析……………………………………………………………..4余额宝目前风险与对策探讨..............................................................................4.1规模扩张遇瓶颈.......................................................................................4.2流动性风险..............................................................................................4.3收益波动................................................................................