Research On The Differentiation Development Strategy Of "Direct Bank" Business In Commercial Banks

As China's economic growth slows down,the physical economy is weak,and interest rates become market-oriented,the traditional profit-making model of traditional commercial banks,which is mainly spread-benefit,is difficult to sustain.In addition,the rapid development of Internet finance and the acceleration of the phenomenon of financial disintermediation also have a great impact on the banking industry.Traditional commercial banks are in urgent need of transformation and upgrading.Commercial banks in Europe and the United States have already actively participated in Internet finance and launched a brand-new business model of direct selling banking,which has gained high recognition.In China,as of the end of November 2017,there were 105 banks that had established independent direct sales bank APP applications in China.Among them,there are 69 city commercial banks,one state-owned bank,11 nationwide joint-stock commercial banks,and the remaining 24 are rural commercial banks.In today's fiercely competitive financial environment,so many banks have to achieve healthy competition.Different types of banks take the differentiated development path according to their own characteristics.Through reading domestic and foreign documents,it has been found that there are many researches on the development prospects and models of direct selling banks,and direct selling banks have received increasing attention in the country.This article starts with the concepts of direct selling banks and related theories.The state-owned large-scale commercial banks are selected to represent the Industrial and Commercial Bank of China,and the national joint-stock commercial banks on behalf of the People's Bank Direct Bank,the city commercial banks on behalf of the Beijing Bank Direct Bank,and the Jiangsu Bank,the private bank on behalf of Microbank in the status quo analysis.It is concluded that they have some common problems.There are differences in the four aspects of customer base and positioning,product and brand,development model,scale and risk degree.Based on the experience of the development of direct selling banks in the United States,the strategy of differentiating different types of commercial banks for the development of “direct selling banks” in China's localization is proposed.Based on the development status of various types of commercial bank direct selling banks and the experience of the development of direct selling banks in the United States,the different development strategies for direct banking of all types of commercial banks in China are proposed as follows: State-owned commercial banks “direct sales banks” focus on brand independence and increase customer coverage.The commercial bank "direct bank" optimized products and strengthened safety construction.City commercial bank "direct bank" diversified marketing,and private banks enriched products to accelerate the occupation of the market's differentiated development strategy.Through research on thedifferential development of commercial banks' direct selling banking business,the aim is to promote a good atmosphere among commercial banks,not blindly homogenizing competition,each exerting its own comparative advantages to avoid weaknesses and take advantage of differentiated routes,making China's banks The industry can move forward better.