Research On The Development Of NJ Bank's Network Credit Business Under The Background Of Internet Finance

Yu'ebao was born in 2013 and in less than one year,its fund scale reached over 100 billion yuan,which makes it the first fund product in the history of capital market in China of this size.By the end of 2017,this fund's scale has reached 1000 billion yuan.If "Internet+" reconstructs the development direction of the whole real economy,then the change caused by it in the financial field is no less than an earthquake.With the deepening and acceleration of the change caused by Internet finance to the traditional financial pattern,commercial banks are losing their absolute monopoly in traditional financial field,and it manifested as follows:the financial intermediation role of commercial banks has gradually been weakened;interest spreads has been narrowed;the income structure has been changed,etc.But the development of the Internet finance is also an opportunity for the commercial banks,so the banks should make the best use of their own strengths.In particular,commercial banks should combine the business characteristics of its own to develop Internet finance,to break through the traditional thinking,to learn actively from Internet enterprises in the field of users' experience,scenario creation,users' habit and marketing.Besides,the commercial banks should combine their asset management business with its consumer finance and supply chain finance business in order to look for their own business breakthrough.Banks should also mix their own traditional financial advantages and the emerging internet idea in order to maximize the value and efficiency of Internet finance which is led by commercial banks.Therefore,under the background of Internet finance,through the introduction of the Internet finance's development in our country and the study of its effect to the commercial banks;through the case study of the commercial banks using internet thinking to develop its internet loan business in order to improve the retail and inclusive finance business in the current environment,this paper means a lot for our commercial banks' further development in the second half of Internet finance which is under strong regulatory.Embarking from the related literature view about the Internet finance,this paper gives a detailed introduction of the current development of Internet finance in our country,especially the three typical forms:the third party payment,internet financing and internet loan.Then it analyzes the influences of Internet finance on the credit service of banks and then provides some solutions for them.Finally the case study of NJ bank which is a typical representation of China's medium-sized commercial banks on its response to the shock of Internet finance and its Internet loan business.This paper makes a deep interpretation to China's commercial banks' marketing strategy,channel cooperation,operation model,risk management and other innovative practices,hoping to provide some instructive ideas for China's commercial banks on how to go with the flow of Internet finance and to make change and to develop scientifically in the age of Internet finance.