Analysis Of The Defects And Countermeasures Of Internet Banking In China

The rapid progress of science and technology promotes the continuous development of Internet technology in China.The combination of Internet and finance has also opened a new era of financial development-the Internet Finance.In this environment,the deep integration of the banking industry and the Internet has provided strong impetus for economic growth,and Internet banking has emerged in China.At present,there are few literatures on Internet banking,and there are still large vacancies in Internet banking research.As a new industry,the development model of Internet bank is also in the continuous exploration.In China,the future development of Internet banking is still worth exploring.Therefore,studying the competitiveness of China's Internet banking is of far-reaching significance to the development of Internet banking in China.The My Bank of Alibaba(hereinafter referred to as My Bank),as one of the first established Internet banks in China has received extensive attention from the outside world at the beginning of its establishment.On the other hand,the platform of the My Bank is the Alibaba group we all know well,and the My Bank also has certain industry representation.In view of the above reasons,this paper chooses My Bank as a case to study the competitiveness of Internet banking.This paper first introduces the related theories of the development of Internet Banking: The Long Tail theory,The Mass Customization theory,The Economies of Scale Theory and the development of Internet banking.Analyses the future development of Internet banking in China and analyses the Internet banking industry from four aspects: advantages,disadvantages,opportunities and threats in four aspects.The case analysis section first introduces and analyzes the basic situation,operating mode,related major business and financial situation of the My Bank,and analyzes the development potential of the My Bank.In order to study the competitiveness of the My Bank,this paper compares the competitiveness of the My Bank with the same type of We Bank and the traditional commercial bank,discusses the competitiveness defects of the My Bank,and analyzes the differences in user groups and product business design.In order to further analyze the competitiveness defects of the My Bank and confirm the theoretical analysis of the previous verification,this paper uses questionnaire survey to obtain data for empirical analysis.It is known that the factors that affect the future development of the My Bank are mainly the comparative advantages of the My Bank compared with the traditional bank and the security of the My Bank.Finally,according to the actual situation of the My Bank and the research results of this article,we put forward the corresponding countermeasures and suggestions from many aspects,such as improving the product line,strengthening innovation,paying attention to the cooperation with the traditional banks and improving the risk management.These suggestions have some reference value and direction for the future development direction of My Bank,and can also provide some ideas for the development of other Internet banks,on the other hand,it also has some complementary significance to the present research of the Internet banking.