Research On The Optimizing Strategy Of Trust Company Securities Business Process Under The Background Of Internet Finance

Recent years have seen increasing frequency of Internet technologies and ideas applied on the finance industry, which has given birth to brand new commercial activities such as P2P lending platform and crowdfunding mode, while also driving traditional financial firms including banks, insurances, securities, funds and trust companies to seek into innovation and inter-amalgamation of their innate business modes. Counting on great opportunities triggered by the booming capital market under such background, Trust CompanyA have taken advantages of its own license effects developing investment in securities, which results into a certain success. However, due to late start and underlying weakness, Trust Company A has been suffering from rigid mindsets, simple business structures and redundant process, thus failing to meet multi-layered customer demand or to fit in the ecotype chain of Internet finance.Towards this issue, case analysis of PPDai Financial Information Service has been applied to examine its operation principles as well as business process, and thus to summarize its experience of imbedding into upper position of global finance industry value chain by utilizing Internet finance technologies and concepts. Subsequently, inspirations of this case concerning online operating mode, differentiate accurate marketing as well as big data innovativeness have been combined withbusiness actuality and progress of Trust Company A in order to figure out cruces existing in promotion of its portfolio trust investment activities, leading to examination and summary of their intrinsic causes. Furthermore, optimizing strategies have been elaborated on business process, marketing service and product design of portfolio trust investment activities by Trust Company A in the context of Internet finance, including platform-based online operating system, differentiate accurate marketing as well as big data product innovativeness. In that sense, it has been certain practical significance providing thoughts forimprovementand evolution of its securities business.