The Study On The Operational Mode Of Direct Bank In China

In recent years,with the rapid development of internet finance,the information technology has had a significant impact on all areas of our economic life,and the traditional business mode and service mode of commercial banks are under great threat.Relying on their own unique advantages,internet enterprises develop rapidly in these fields of payment,settlement and investment.Therefore,the pattern that banks are managers of funds is being broken down step by step,and the traditional operational way of commercial banks is hit hard.Witli the gradual opening of interest rate liberalization,the traditional mode that commercial banks sustain large profits through "deposit and loan spreads" is difficult to maintain,and the opportunities that banks get profits from homogenized products are less and less.The emergence of direct banks can not only help traditional commercial banks reduce transaction costs,but also increase the scope of business management of commercial banks.Firstly,this paper expounds the concept of direct banks,the characteristics of direct banks,the differences between the electronic banks and direct banks and the difference between the traditional banks and direct banks,and introduces the current situation of the development of direct banks in China.The concept of the operation management of direct banks is defined as when we develop a certain industry to achieve a certain strategic objective in the future,our management and control of direct banks need to be fully designed,conceived and optimized in the products,the practice and other aspects.Secondly,this paper introduces the classification of the operation mode of direct banks,and selects three direct banks,representing three typical operation modes.Orange bank represents business division and pure online operational mode,CMBC direct bank represents "online + Internet enterprise" mode,and Beijing direct bank represents business division and online and offline interconnection mode.Then this study introduces their product design,service channels and customer source system,and analyse three modes from the viewpoints of cost,service,and customers.It is found that the "online + offline" mode is not suitable for China's national conditions.Thirdly,this study summarizes the problems existing in the operation of direct banks in China.(1)lack of independent operation mechanism and independent product r&d department.(2)The product homogenization is serious,and the business of direct banks is conflict with thier mother banks.(3)Single marketing channel,lack of efficient access to customers.(4)The risk supervision system needs to be improved.(5)Poor customer experience and lack of appeal to incremental customers.Fourthly,this thesis draws on the experience of direct banks in the United States and Germany,and obtains three points about the operation of direct banks.(1)The development of data mining technology to facilitate the expansion of customer channels.(2)Emphasizing the development of information technology and the importance of information security.(3)Competitive differentiation,customer group refinement.Fifthly,the author puts forward the countermeasures to improve the operation mode of China's direct banks.(1)Accelerating the construction of legal personification and establishing a real independent operation mechanism.(2)Establishing an independent product system and build exclusive brand.(3)Focusing on marketing promotion,marketing means diversification.(4)Innovating the customer channel and optimize the customer flow.(5)We will increase supervision and improve the risk control mechanism.