Research On The Development Of Internet Financial Business Of ICBC Yangzhou Branch

With the increasing innovation of Internet technology, mobile payment, cloud computing, big date applications, social networking and other new Internet technology is slowly penetrating into the financial sector. The financial industry as the forefront of reform and innovation, Internet financial model has no doubt adapted to the new requirements of the development of the financial industry in the new era, it is bound to become the trend of the future development of the financial industry. From online investment to the third-party payment, from P2P pletform to crowdfunding, Internet finance is positive chewing up market share and profit margins. The future will be an important competition for the development of the banking industry. Industrial and Commerical Bank of China (ICBC) in order to actively embrace the Internet finanace, to achieve their own business transformation, launched e-ICBC Internet financial strategy. However, every region economic environment different from each other, how to match local conditions with the development strategy has practical significance.Under this background, the paper make the Yangzhou branch of ICBC as research object, on the basis of consulting, sorting and summing up a large number of Internet financial development documents and materials, systematic exposition of the relevant concepts of Internet finance, development characteristics and theoretical basis, depth analysis the existing problems and causes of its Internet fianance development. Through the introduction of the specific impact of ICBC Internet finance products system and Internet finance of ICBC. Carefully combing the in recent years Yangzhou branch in the field of Internet financial initiatives, while in-depth analysis of the problems and reasons existing in the process of development. According to the specific reasons in the concrete analysis, based on the successful experience of leading industry, put forward for the localization of the Internet financial road Yangzhou bank development.The viewpoint of this paper mainly that Yangzhou branch of ICBC develop Internet finance has its advantages, consist of advanced network technology; developed under the line channels; rich customer resources; improve the risk control system and a good brand and reputation are helpful to the development of Internet finance in Yangzhou branch. But it is also accompanied by a common problem of Internet banking financial:target customer orientation is not clear; marketing means a single; won the passenger capacity is insufficient; slow progress in the development mode of O2O; team personnel comprehensive quality issues highlighted. Standing in the point of view of Yangzhou branch, development of Internet finance only with local realities and its own characteristics, The development of the Internet finance need match with Yangzhou local characteristics. Specifically, we should show solicitude for changing the management idea, utilizing financial products, optimizing application scenarios, developing O2O mode and paying attention to talent reserve. This paper from a new perspective, combining with the real situation of Yangzhou, take the Internet financial business specific application measures of ICBC. This kind of research is rare in China. Development strategy has guiding significance to the development of Yangzhou branch "localization" of Internet finance, for the range of ICBC branches and provide development ideas. It will provide a reference to more of domestic financial institutions to change their business model and embrace the competition on the Internet.