A Study On The Impact Of Direct Marketing Banks On Innovation Performance In China 's Commercial Banks

With the rapid development of Internet finance in recent years, more and more Internet financial enterprises have been gradually accepted by offering high-profit products and convenient services to customers. The popular of Internet makes the consumption habits of customers changing radically. The reform of rate marketization leads to the intensifying interbank competition. Under this background, the direct bank comes into being. More than 50 commercial banks have opened the direct banks since the appearance of direct banks in September 2013 in China. The direct bank of commercial banks is not only for the responds of challenges from Internet finance, but also for satisfying the business development and customer development.Firstly, this article makes a brief description of the research background and significance and introduces the basic situation of direct bank in China. Secondly, the paper summarizes the dynamic development process of direct bank’s concept after introducing the relevant theories about direct banks, commercial banks’performance, innovation performance and commercial banks’innovation performance. Then we build an evaluation system of commercial bank to assess the sample banks’innovation performance synthetically by using improved entropy method. Thirdly, we analyze the degree of influencing on innovation performance and the path by using panel data model and case study of direct bank. At last, the paper proposes the related policy recommendations.The research shows that direct bank has a significant positive impact on commercial banks’innovation performance. Direct bank can increase the number of customers, decline the operating costs and improve the operational efficiency by improving the innovation of products, services, technology, management and marketing, which can improve the innovation performance eventually. Under the current macroeconomic background, China’s commercial banks should vigorously develop the direct bank to achieve innovation and transformation development.