The Research On Internet Financial Development Strategy Of The Guangzhou Rural Commercial Bank

The progress made in moden information and Internet technology, especially with the development of cloud computing, mobile network, big data, search engine, and social network, reintegrates both internet technology and finance business, and greatly influence the traditional financial industry. Internet finance plays a positive role in expanding business channels, enriching ways of transaction, reducing transaction cost, and optimizing customers’ experience. Also, it is an effective way to realize “Inclusive Finance”. More importantly, the rapid growth of internet finance promotes the innovation on banking industry of our country, and drives the commercial banks to choose a “customer-centered” strategy to enhance their quality as well as efficiency of financial service.Several years have witnessed the development of commercial banks of our country, and the past situation where banks are depending on major firms under the traditional structure is changing. Such dependence is fading away, and commercial banks are inviting more and more small or micro enterprises, which brings along with fierce challenge and opportunity to commercial banks, especially, to the small and medium-sized commercial banks.Under the macro background of interest rate liberalization and financial disintermediation, the small and medium-sized have an opportunity to become professional as well as specialized during the process of coping with Finance of Internet. From the above, under the background of the reintegrating both internet technology and finance business, and greatly influencing of the traditional financial industry, the research into the small and medium-sized commercial banks is signality.This thesis is written under the combination of theoretical analysis and case study. The writer have consulted related documents of internet finance, and on that basis, through summarizing the development of internet finance, its classic business mode, both domestic and overseas, and summing up the experiences and trends. As a typical representative of the small and medium-sized commercial banks in Guangzhou, this thesis will study the Guangzhou Rural Commercial Bank case, use the SWOT tool, the Long Tail Theory to reveal the factors and external changes of internet finance and make suggestions for the development of internet finance for the Guangzhou Rural Commercial Bank according to specific data analyses.