An Analysis Of The Development Strategy Of Rural Credit Cooperatives In Yunnan Province Under The Background Of Internet Finance

In recent years, With the wide application of Internet in the world, Internet banking is also accompanied by the rapid development of Internet technology, Online banking, mobile banking, mobile payments, balances, ali small loans and other financial innovation in China’s booming business, thus forming a new model-Internet banking. At present, the Internet technology grows exponentially, with the acceleration of capital flows and improving on the efficiency of the allocation of financial institutions, especially bank’s institutions to become more prominent and direct. With the development of Internet banking, it will have more extensive, more intense competition with the financial institutions, and even change the operation mode and operation pattern of traditional banking. Therefore, it is necessary to study and analyze the development trend of Internet banking.This thesis takes Yunnan rural cretid cooperative(ynrcc) as an example, First of all, from the concept of IT, such as electronic commerce, social networks, data, mobile Internet, and the major search engines, compared to indicate the specific definition of the Internet financial; secondly, this paper selectsfour main internet financial operation mode such as the third party payment, the platform of P2 P internet loan, crowd funding model, Internet financial services, by analyzing the introduce, competition pattern, and development of internet financial business,obtainedthat the Internet financial business has characteristics of virtual environment, easy to obtain data, data commercialization anddisinter mediation; Once more, based on the Transaction Costs Theory, Inclusive Financial Theory and VAR Theory to study the theoretical operationmodel of Yunnan rural credit cooperative institutions and financial integration of the Internet, according to this model and SWOT to analysis the advantages, weaknesses, challenges and opportunities of YNRCC internet banking, at last, depending on YNRCC developments, proposes three strategies of internet banking which are mobile intelligent banking, internet banking ecosystem and value of services improvement. This paper introduces the idea of long tail theory motivated the actual demand of consumer finance, Metcalfe’s law of accelerating the arrival of financial inclusion, demand theory of value to determine the bank competition value source of ideas, and put forward the new point of view,which is “banking organization needs to seize the opportunities and the developmentpattern of internet finance in order to adapt the trend of internet banking this epoch topic”。...