Research On The Development Of Direct Banking Business Of M Bank

Internet finance is the hottest industry in recent years,and 2013 is named"Internet finance year".The industry emerged a large number of Internet financial companies and created a lot of popular Internet financial products.These Internet financial products brings convenience and benefits to customers,but also affects the banks' traditional business,so the banks in the face of pressure begin to seek change.Banks can take advantage of the Internet changes to achieve corner overtaking in all areas.If banks do not seek change,it will face the danger of being eliminated.Direct bank is a new bank mode of operation,in foreign countries it has long been familiar with the public,but in the country is the last two years to develop.Domestic from the beginning of 2014,has been the birth of dozens of direct banks.Direct banks mainly introduced funds,financial management and savings,customer base is mainly located in the middle income customers and who can accept the standard products and services.This paper uses the theory of long tail,financial disintermediation,economies of scale and so on,using the method of combining qualitative and quantitative analysis,taking M Bank as an example,reviews the development course of M direct bank since 2014,from exploration to rapid development to normative maturity.At the same time,it analyzes the business scale,the "deposit,loan,investment,exchange" products,the customer group situation and the marketing promotion mode of M direct bank.This paper uses the methods of investigation and analysis,quantitative analysis,comparative analysis and other research methods to outline the basic situation of M direct bank.Based on the experiences of Dutch ING Direct,Industrial Bank and Jiangsu Bank,this paper puts forward some countermeasures and suggestions to speed up the development of M Bank direct bank.