The Research On The Operation Mode Of China's Direct Bank

With the rapid development of information technology, the fast popularization of online consumption, the acceleration of inclusive finance and the opening of interest rates market, Internet financial times is coming.Since 2013, the year symbolizing the beginning of the Internet finance, the combination of Internet technology and financial industry began to impact on the business development of traditional banks. Due to its original business mode which cannot meet the new requirement of market development, traditional banks have to make a change so as to find a new service increasing point. The technical progress provides the necessary condition to change, the financial repression strengthens the motivation to change, the transform of customers generates the force to change, while the toleration of supervision creates the environment to change. All these advantages lay a solid foundation for the development of direct bank. Right now, the traditional banks is actively planning the strategic layout for Internet finance, innovating business development mode and pursuing the strategic transformation, and thereby the direct bank becomes the main way in which the traditional banks embrace the tide of Internet finance.This study chooses the operating mode of direct bank as the research object. With the help of various methods like literature research, comparative analysis and case analysis, this thesis first introduces the basic situation of the direct-bank's development in our country, and then analyzes the characteristics of different operating modes of them. At the same time, the advantages and disadvantages of those operating modes will be fully illustrated with sufficient case analysis. In the end, the author would offer some suggestions for the future development of direct bank based on the previous discussion.First, this study introduces the concept and characteristics of direct bank and the classification of operating modes. Then it comes to the current situation of the direct bank in our country and their operating modes, namely "pure line" mode,"online+offline" mode and "bank+third party internet company"mode. The advantages and disadvantages of these operating modes will be analyzed from the aspects of cost, service and customer. Next, on the basis of the case analysis on the Direct Bank of Minsheng Bank and Direct Bank of Beijing Bank, the author demonstrates the developing details of "bank+third party internet company"mode and "online+offline"mode. At last, according to the discussion above, the study proposes several suggestions for direct bank future development in our country from the aspects of marketing promotion, internal relation of competition and cooperation, differentiated development, cross-industry cooperation, safety index and so on.