A Study Of Direct Banking Development Strategy Of Domestic Commercial Bank

Under the dual pressure of interest rate liberalization and financial disintermediation,in order to effectively deal with the huge impact of Internet enterprises’ involvement in the financial field,direct Banks were introduced into China as "foreign products".How to seize the current development opportunity to expand and strengthen the direct banking business and make it an effective supplement to the traditional business of commercial Banks is a major task for commercial Banks in the transformation of business model.Firstly,the paper analyzes the development process of domestic direct Bank,which has experienced four periods,namely,the exploration period,the vigorous development period,the adjustment period and the recovery period.Its development and change are closely related to the formulation and adjustment of regulatory policies.At present,direct bank has ushered in more development opportunities,such as positive products brought by the new regulatory policy,positive development by the establishment of new cross-border competition and cooperation relationship,and a broad market prospects because of the promotion of marketing awareness.Secondly,it discusses the development dilemma of domestic direct bank business,which lead to some difficulties in account opening certification and transferring funds,the mismatch between the traditional system and an inability of product homogenization to effectively form market competitiveness,etc.Thirdly,the study focuses on a case study of MinSheng direct bank.As the first commercial bank that carries out direct banking business in China,this study has a certain representativeness in the cases of domestic commercial Banks operating direct bank business.By analyzing the cases,this paper summarizes the worthwhile experiences..Finally,based on the above analysis,the paper puts forward Suggestions for the development of direct bank business of commercial Banks,including but not limited to improving the regulatory system to adapt to the new characteristics of Internet finance,enhancing the independent management authority,achieving differentiated management,openning the development mode and integrating into the external scenes,laying a solid foundation for its functions and establishing its brand image.