A Study On Internet Platform Establishment Of Municipal Commercial Banks

Since2013Taobao launched the IMF financial product YueBao·, Internetcompanies, such as Ali, Tencent and Baidu, Involved in the financial sector intensified.Domestic Internet Finance· innovation represented by Internet companies has broughthuge impact to the traditional banking services. Large commercial banks, joint-stockcommercial banks and city commercial banks carried through a series of innovationsabout the business mode, information technology and so on. City commercial banks as ahighly dynamic growing group member of the banking industry, in the face of InternetFinance·, a innovative financial business mode have enemies in front and rear. It has todeal with the impact from Internet companies in the financial services field, as well asnew challenges brought from the process of Internet Finance transition by Largecommercial banks. Due to limitations of personnel, funds and other resources, in theface of the dual challenges and pressures, city commercial banks need to think abouthow to re-establish their own Internet finance business position, how to optimize theexisting entity branch, how to integrate online and solid financial service resources, inorder to find an Internet financial innovation road to give full play to its own coreadvantage.But on the other hand, the Internet business development of city commercial banksis also coincided with the historical opportunity. As the recruit of the financial servicessector, compared with the large commercial banks and joint-stock commercial banks,city commercial banks carry Internet service for a shorter time. For remodeling theirInternet banking business, city commercial banks have inherent advantages because it iseasier for a small boat to stir. At the same time, the city commercial banks showdifferent characteristics in the business, regional, talents construction and otherdimensions. When building the Internet finance, city commercial banks can build anInternet financial service system with their own characteristics. As the existing businessmode is very single, this will help avoid the homogenization of the market "Red Sea"competition. In addition, with the help of the Internet financial mode, city commercialbanks can further establish an irreplaceable role and value of supporting small andmicro enterprises, as well as promoting inclusive finance. Because of the important roleof city commercial banks in the process of regional economic development, its traditional financial services have been closely linked with the small and microenterprises. With Internet financial mode, city commercial banks have the opportunityto more deeply into the small and micro enterprises business. The popularization of3Gand4G network, coupled with the intelligent mobile phone banking application is moreand more convenient, makes the city commercial banks more able to do the fine workdeep in the process of promoting inclusive finance.In this context, this thesis explores the overall mentality of small-scale commercialbanks· internet finance innovation starting with the characteristics of city commercialbanks and the features of Internet Finance. It includes three key issues. They are there-position of the bank electronic financial channels, re-definition of the boundaries oftraditional financial services, and rethinking of the ways to find the value of dataresources. So this thesis has a very profound theoretical and practical significance.In this thesis city commercial banks are as a whole. After the analysis of citycommercial banks building Internet financial platform in Potter·s five forces model, thisthesis analyses and discusses Internet financial platform based on SWOT modelincluding reshaping the City Commercial Bank Internet financial platform, the launch ofdirect bank business, building intelligent micro bank outlets, development of intelligentmobile phone bank and so on.Because the direct banking can be effectively carried out in online and entity bankoutlets, it will become the effective breakthrough in the Internet financial business ofcity commercial banks. The intelligent micro bank constituted by intelligent self-serviceequipment, including community branch, micro branch and VTM, will become thestrong grasper of city commercial banks to truly realize the "dot sink", build aexperiential bank with regional culture and economic characteristics. The resourcesintegration of bank online and the entity bank outlets must achieve rely on the mobileplatform. Mobile platform will play a key role in forming a closed loop of financialservice resources. And according to the strategy analysis about the direct banking,intelligent micro bank and intelligent mobile phone bank business of city commercialbanks, formulating appropriate strategic planning.To further implement the Internet financial platform development of thecity commercial banks, according to the characteristics of Internet Finance and thecurrent situation of city commercial bank business process, this thesis proposes thetransformation ideas of new business processes with Internet financial attributes,recommending the establishment of the Internet Financial Strategy Department. In order to ensure that the city commercial banks can sustainable and healthy engage in Internetfinancial services. And by analyzing the differences between the risk preferences of theInternet domain and the traditional banking institutions, the thesis proposes themanagement and control ideas for the Internet financial business risk, recommendingthe establishment of the Internet Financial risk Management Department. Thediscussing of this thesis provides a valuable reference on the process of city commercialbanks internet business innovation.In order to futher implement the Internet financial development platform of citycommercial banks, this thesis further discusses the Internet financial innovation ofmobile payment platform through case analysis and innovatively practices a new mobilephone bank model. It realizes the hardware identity authentication based on mobilephone SE and combines online and offline payment. The thesis intensively studiesmobile phone banking security from three aspects, which are application security, datatransmission security and environment security, providing valuable experience for theinnovation of the internet platform of city commercial banks.