Research On The Development Of Industrial And Commercial Bank Of China About Internet Financial Business

2013 can be described as the first year of The Era of Internet Finance in China,and since then,various kinds of non-financial institutions represented by emerging internet enterprises grow quickly.They promote the process of financial disintermediation,and change the competition pattern of Chinese financial markets.Faced with the impact and challenge in the field of internet,the traditional commercial banks should understand the development trend of Internet finance,learn the advanced concept of Internet finance from their business model,and should innovate their own financial business based on their own advantages in the financial industry in order to promote their own Internet financial products and to improve market competitiveness,as a consequence to consolidate their core position in the financial industry.This paper summarized the development process and research direction of Internet finance through the inspection of Internet finance related literature at home and abroad.And use Financial Innovation theory,Modern Financial theory,Pratt & Whitney Financial theory and User Experience theory.From the combination of theory and practice point of view,combined with the existing development characteristics and model of Internet finance,introduced the Internet financial in detail and analyzed the impact of Internet finance on traditional commercial banks.Starting from the third chapter,this paper give a deep analysis of the development of Internet banking business about the Industrial and Commercial Bank's Internet financial brand "e-ICBC"--the three major Internet platform and three major Internet product line to study.In the fourth chapter,mainly analyzed the problems such as lack of depth brand building,complicated business process,serious product homogeneity,lack of precision marketing and lack of channel integration in the development of Internet financial business.Finally,In the fifth chapters,the author puts forward the corresponding suggestions to promote the development of the Internet banking business from the perspective of brand building,upgrading customer demand,innovating financial products,integrating marketing methods and supporting supporting construction.Industrial and Commercial Bank of China is one of the typical examples of China's commercial banks.Through the combination of theory and practice and the combination of product comparison and data analysis,this paper puts forward the suggestions for the development of Internet banking business for Industrial and Commercial Bank of China,and hope to gibe a certain reference value to other commercial banks Business' s exploration and development on Internet banking business.