Research On The Development Of Direct Banking Under Internet Finance

With the deepening of domestic financial reform and innovation, rapid development of internet finance, in order to deal with the huge impact of internet financial and achieve the transformation and upgrading of its own, domestic commercial banks take the innovation of internet service mode as an important development strategy in succession and successively introduce direct banks. Direct banks which will bring new opportunities for the development of commercial banks is a new type of bank operation mode with the rapid development of modern information technology. Direct banks have been quite mature and become an important part of the financial markets after withstanded the experience and toughening of financial crisis, but direct banks in China are still in the primary construction period. There is still no clear idea of the development of domestic direct banks in the future. Therefore, this study on the development of direct selling bank has certain theoretical significance and practical significance for both the domestic financial market and commercial banks.This article first started from the theory of financial innovation, reviewed the direct banks’ birth and its general situation of the development in foreign countries and summarized the characteristics of direct banks. Secondly, it introduced the general situation of the development of internet finance, pointed out that domestic direct banks appeared in the background of the internet finance and were drived by financial innovation, analyzed the internal and external environment of domestic direct banks with the methods of PEST and SWOT. Carded and summed the development status and existing problems of domestic direct banks. Finally, it put forward rationalization and pertinent suggestions on the development path and key aspects of construction of domestic direct banks. This paper still provides some ideas of domestic direct banks for better development in the era of the internet finance. Domestic direct banks will continue to grow together with other internet banking models as an independent financial formation, in order to urge domestic finance develop to more diversified direction.