Research On The Current Situation And Development Strategy Of Internet Banking In China

Nowadays, Chinese financial industry is in a historic reform and transformation, such as interest rate liberalization, exchange rate liberalization, mixed operation and other aspects of the reform is ongoing. Although Chinese market had always appealed for the financial reform, but the reform is too slow that the market had to find other ways, while the development of the Internet and the matured Internet payment environment promoted the Internet banking in china.2013, a cross era of Internet banking products Yu Ebao is provided by Alipay, its innovation on the mode of operation and marketing has become a symbol of the Internet financial products. Then the major Internet portals provide similar financial products as Yu Ebao. Chinese Internet banking products are based on the special financial environment, from the point of view of its financing amount, the Internet banking in Chinese development is promising, in future it will become an important part of Chinese financial system, and even change the pattern of Chinese financial industry. Within the development of Internet banking, its fund-raising amount will be higher, more loan will be provided to society, the financial risk of the products will raise then. In the long run, the development of Internet banking will benefit Chinese small and micro enterprises and financial environment, which has been recognized by China. Through the financial system reform and construction, strengthen the supervision of Internet banking, guiding it develop healthy, will has important significance for improving Chinese financial system.In this paper, based on the Internet financial perspective, will analysis its development deeply. The article is divided into four parts. Firstly, the article will based on the background of Macro financial environment and the background of Internet banking in our country, Depth analysis the background of Internet banking, its Characteristic and the difference between traditional commercial banks. And make foundation for the analysis of next part through its impact on the traditional commercial banks and the overall financial environment. The second part mainly expounds the development, the present situation and the characteristics of Internet banking in China. Then the analysis current difficulties and challenges faced by the Internet banking in China based on macro environment and growth background, and find the root of it. Finally, combined with its background and characteristics, provide some effective suggestions on its challenges.