Research On The Development Strategy Of Internet Finance In Rural Credit Unions Of Sichuan Province

Internet finance,as one of the most rapid development of China's financial industry at present,has not only been highly praised by users but also supported by the government.So the government will also promote the healthy development of Internet finance as an important work and will accelerate the development of "Internet + finance" orderly by making a number of moves.With the continuous development of Internet finance,Internet finance has a huge impact on the business of traditional financial institutions represented by banks,especially for the Rural Credit Unions as the representative of the rural regional financial institutions,which is facing more and more pressure on business.In order to get further development,the Rural Credit Unions must adapt themselves to the current development trend----Internet finance and speed up the development of their own Internet financial business so that they can achieve their own sustainable development.This paper takes Sichuan Rural Credit Unions Association,the regional rural credit unions,rural credit unions,rural commercial banks and rural cooperative banks,which are under the jurisdiction of SCRCCA(Sichuan Rural Credit Unions Association)as examples to study their Internet finance.In the course of the research,the paper analyzes Internet finance systematically and scientifically by using the method of document analysis,case analysis,quantitative analysis and qualitative analysis.Firstly,this paper analyzes the current situation of Internet finance in SCRCU(Sichuan Rural Credit Unions).At present,SCRCU has established a set of Internet financial business mode based on "platform finance" and has formed the Internet financial system,including Internet banking,mobile banking,WeChat banking and so on,which has promoted the development of the Internet financial business.Then,the paper analyzes the problems in the development of Internet finance in SCRCU,including the slow development of Internet finance,the low profitability of Internet financial products,the backward development of Internet finance,the inefficient use of Internet financial products,the risk of Internet financial security and so on.Then,the paper analyzes the reasons for the problems in the process of the implementation of Internet finance in SCRCU,including the low degree of emphasis on the Internet financial construction,the need to strengthen the Internet financial management level,the lack of Internet financial innovation ability,the lack of effective Internet financial marketing methods,the need to enhance the level of Internet financial risk control.Finally,the paper puts forward the countermeasures to develop the Internet finance in SCRCU.That is to enhance the level of Internet financial development of SRCC by strengthening the importance of Internet financial construction,by raising the level of Internet financial management,by improving the Internet financial innovation ability,by increasing the Internet financial marketing efforts,by reinforcing the Internet financial risk control and other means.So the research of this paper can provide some references for the development of Internet finance in the rural credit cooperatives in various provinces,including SCRCU.