Research On The Establishment Of Internet Financial Platform Of Chengdu Rural Commercial Bank

The pace of Internet enterprises expanding to the financial sector is getting faster and faster,showing extraordinary pulling power and heightened aggression to the traditional financial industry,which drives the traditional financial industry into a huge crisis.In order to survive and develop in the crisis,the traditional financial institutions begin to explore ways to transform.Business model innovation,the tries of the Internet financial sector,the application of information technology and big data technology all have prompted the traditional financial institutions to develop toward the direction of Internet finance.As a member of local commercial banks with large scale and distinguishing characteristics,Chengdu Rural Commercial Bank(CDRCB)will face great attack of Internet giant and big challenges from large joint-stock commercial banks in the process of developing Internet finance.In a harsh environment between Scylla and Charybdis,CDRCB has a series of problems to be explored and solved,such as its positioning in the field of Internet finance,its choice of strategic direction in developing the internet finance platform,the advantages and disadvantages when establishing internet finance platform and so on.At the same time,there is no research on internet finance of local rural commercial bank,so this paper takes CDRCB as the case,providing useful reference for rural commercial bank's internet finance development.This paper takes Chengdu Rural Commercial Bank as the research object with the goal of establishing position-relevant and operable Internet financial platform.Combining with CDRCB's own characteristics and the Internet finance's characteristics,this paper finally explores a feasible way for CDRCB to establish its Internet financial platform through the case analysis and strategic analysis of the present situation.First of all,through the researches on the literature about domestic and international finance theory,the advantages and disadvantages of main financial product and development history of the internet finance,this paper illustrates the significance of CDRCB establishing Internet financial platform.Reviewing the development history of Internet financial industry at home and abroad,this paper reveals Internet financial institutions' problems exposed in the process of savage expansion in the Internet finance sector,such as credit crisis,policy risk,product homogeneity and other issues,pointing out the problems that CDRCB should pay attention to in the process of establishing Internet financial platform.Secondly,with the present situation analysis of CDRCB's organization structure,business scope,internet finance product,the paper shows the short board of CDRCB's internet finance development.With the development direction,this paper puts forward four strategies for CDRCB to establish Internet financial platform including promoting application of big data,attaching great importance to customer experience and product innovation,accelerating personnel training and talents reserving and seeking a win-win situation through cooperation.Next,with Potter's five force model,the paper reveals the external competitive environment for CDRCB to build Internet financial platform.At the same time,using SWOT method,this paper analyzes such four aspects as CDRCB's own strengths,weaknesses,opportunities and threats in order to develop internet financial platform,and then puts forward SO strategy,WO strategy,ST strategy,and WT strategy.With centralization strategy as general competitive strategy to build internet financial platform,CDRCB puts forward the strategic target of steadily improving customer experience of rural customer and small and medium enterprises.Then CDRCB builds the overall strategic plan of the ecological circle of mobile finance by planning the Internet financial strategy.Finally,according to the overall strategic plan of CDRCB's development of Internet financial platform,this paper puts forward five specific measures as strategic implementation plan including promoting the application of big data,attaching importance to customer experience and product innovation,speeding up the training and reserve of talents,seeking win-win cooperation in cooperation and setting up an Internet financial strategy department,in order to successfully explore the effective way of Chengdu rural commercial bank to build Internet financial platform.