Research On The Sale Of Bank Funds Under The Impact Of Network Direct Selling Fund

In recent years,with the advancement of technology and the rapid development of Internet technology,Internet technologies such as the third-party payment,cloud computing,mobile banking,P2 P,social networking and search engines has had a profound impact on people's daily lives and productio n methods.The third-party fund network sales platform is an e-commerce platform with the third-party independent fund sales qualification.It refers to the mutual cooperation between traditional fund management companies and Internet companies,using modern information and communication technologies and Internet technologies to complete the subscription,redemption,payment and other intermediary services of fund on the third-party sales platforms,which is a new fund trading service model.On June 17,2013,after the emergence of the third-party platform,Yuebao accumulated a large number of Internet money fund clients within a short time,pushing the fund sales market to a new climax,which also enabled the banking system to sell funds.The monopoly was first broken in 2013.In the face of the continued impact of the third-party online sales platforms,commercial banks have improved themselves to a certain extent,strengthened the degree of integration of their own fund business with the Internet,and various baby money fund products have also become active in various banks.Therefore,it has certain practical significance to study the impact of the third-party online sales platform on the sales of commercial bank funds.At present,domestic scholars have relatively little research on the impact of the third-party online sales platform on the impact of commercial bank fund business and most of them are in the theoretical analysis stage.In such cases,this thesis studies the influences of the third-party online sales platform to fund sales of commercial banks by literature analysis,comparative analysis and qualitative and quantitative research methods.First,the current research is analyzed in conjunction with commercial banks related research,fund industr y relevant research,fund sales,the theory fund sales channels,lay a solid theoretical foundation for the thesis.Then the development fund sales of commercial banks at the present stage and scale were analyzed,proposed commercial banks to fund business and the problems of commercial bank fund business in the third-party network platform sales impact.This thesis uses six banks including Agricultural Bank of China,Industrial and Commercial Bank of China,Construction Bank of China,Bank of China,Communications Bank of China and Bank of Ningbo as an example to study the influences of the three major third-party online sales platforms including Tiantian Funds Network,Good Buy Funds Network and Ants Fund to the six banks by qualitative and quantitative methods.The results of the study show that the development of the third-party online sales platforms is rapidly squeezing banks and promoting the innovation and development of their fund services in the short term.However,in the long term,this promotion effect is slightly reduced and eventually becomes flat.In the short term,commercial banks will respond quickly to the impact of third-party online sales platforms,but in the long term,bank innovations have been relatively weak.Finally,based on the results of the study,we propose how commercial banks can continue to make innovations under the impact of third-party online sales platforms,and propose corresponding countermeasures and recommendations for better completion of bank fund business.