Countermeasure Analysis Of Y City Rural Commercial Bank Coping With The Challenge From Internet Finance Development

Alongside with the rapid development of modern technology such as cloud computing,big data,mobile internet,social network and search engine, internet finance taking the form of the third party payment,P2 P lending, crowdfunding financing and network financing has been leaking into the general economy in China, and the leaks are now turning into a gusher. As an important cross-border financial innovation,internet finance has benefit common people a lot, but it also has crushed traditional finance industry greatly beyond recognition,which is revolutionizing the management pattern and profit model of the whole traditional finance industry and is threatening traditional finance industry's fixed trading.Since Y city Rural Commercial Bank's(YRCB) restructuring in November 2012, YRCB has still been lagging far behind large state-owned commercial Banks and national shareholding commercial banks in many ways, including asset scale, system management and risk control ability.Therefore,YRCB has to face a more severe market competition environment.How to positively cope with the challenge of Internet finance and catch up with other organizations in the market competition is the profound problem to YRCB,which is worthy of our deep thought.This thesis research is about the impacts of internet finance on YRCB.It firstly introduces the theory and practice of internet finance at home and abroad and details the relationship between internet finance with traditional banking.Secondly, this article analyzes the impacts on YRCB brought by internet finance in the aspect of financial status, management idea,business model,service mode,source of income and financial regulation.Based on the discussion on the internal environment by SWOT analysis,which shows YRCB's external opportunity and threats,and internal strengths,weaknesses,this article finally proposes several coping strategies against Internet financial shocks for YRCB, hoping it could provide helpful experiences for other rural commercial banks in and out of Jiangxi province.