Study On The Fund Sales In The Internet Of The State-owned Banks

With the booming of e-commerce,the rise of Internet financial model is increasing,and the " Financial Online",a typical example,makes a great tendency to subvert the traditional financial model.During The Eighteenth National Congress of the CPC,a proposal has been put forward to deepen financial reform.The bank's transformation and development has been analyzed in the new financial model.Under this great background,as a traditional state-owned banks,it is necessary to think and study deeply how to deal with the challenges brought about by the wave of Internet financial reform.The Internet finance is a new product after the collision of internet and financial sector.The Fund in Internet of State-owned Bank is via the Internet channel to sale all types of investment funds.In this paper,an objective analysis of the threat on the Internet fund sales model financial,regulatory,risk control and other aspects of the problem,revealing the essence of the Internet financial marketing,based on the status quo of Internet banking and state-owned banks.The competitive environment of the Internet fund sales of state-owned banks has been analyzed with PEST and SWOT model.Literature research and model and case study method are applied to make a systematic study on the problems of the Internet fund sales of state-owned banks using technology driving theory,wealth growth theory,transaction cost theory and edge matching theory.The rapidly development of Internet financial has brought a huge impact on the domestic financial industry.At the same time,it has also brought some challenges and innovation to the state-owned banking and financial development model,which promote the development of China's Internet finance.In this paper,the impact and challenges of the Fund Sales in the Internet of the state-owned banks are analyzed.It has a great significance to promote the rapid development of China's financial industry,and flourish other innovative financial ways.As a new financial model,Internet finance has attracted a lot of attention,which not only has a great influences on people's work and life,but also make a certain impact and challenge for the state-owned bank financial institutions.