Research On The Innovation And Development Of Direct Banking Of Joint-stock Commercial Banks

In order to cope with the great influence of Internet finance,domestic commercial banks had realized the innovation and transformation of Internet service mode.Under the rapid development of modern information technology,the appearance of direct selling bank as a new type of banking business model bring new development opportunities for commercial banks.But in the domestic direct sales banks were still in the primary construction period,the future development of domestic direct sales banks have no clear idea.Based on Internet financial theory,this paper introduced the development of Internet finance,analyzed the integration of joint-stock commercial banks and Internet finance,investigated the user experience of direct selling banks through questionnaire,and analyzed the domestic stock system through SWOT analysis.The paper analyzed the internal and external environment of the direct selling banks of commercial banks and sumed up the present situation and existing problems of domestic direct selling banks.The paper analyzed the business data and forecasts the development and scale of Minsheng’s direct selling banking business.Finally,it put forward some suggestions on the development of direct selling banks.The paper pointed out that the direct selling banks of commercial banks,conforming to the general trend of the development of the financial industry,fit the theme of "Internet +",which bring many convenience for the users,but also effectively promoted the development of the banks themselves.In addition,through the internal integration,build features,risk control,the introduction of external resources and other means,can overcome the current problems of direct selling banks on the basis of further promoting the development of direct sales banks.The conclusion of this paper is to sum up the regularity and trend of the development of direct-selling banks of joint-stock commercial banks,which can complement and improve the innovation and development of direct-selling banks of joint-stock commercial banks.