Research On The Operation Mode Transformation Of J Direct Bank Under The Background Of Internet Finance

With the rapid development of Internet technology,Internet financial operation mode and products based on advanced technology emerge as the Times require.The financial market is no longer dominated by traditional banks.Many non-financial institutions have entered the market.Because of the low transaction costs through these non-financial institutions,many capital has bypassed the traditional banks to enter the market,at the same time,along with the interest rate marketization process,these heavy resistances all cause the unprecedented pressure and the huge competitive situation to the traditional financial industry.In this situation,as a traditional bank to deal with the market competition platform,direct-selling bank also emerged.However,after 7 years of development,looking ahead,domestic direct-selling banks have entered the bottleneck period.In this paper,J Direct Bank as a case,from the perspective of operating mode,in full literature collection,theoretical basis and data research based on a detailed analysis and demonstration.First of all,this paper summarizes the research results of domestic and foreign scholars,at the same time,it summarizes the direct-selling Bank business,and analyzes the difference between direct-selling bank and online bank.Then,this paper introduces the Basic Situation of J Bank and J bank’s current channel construction,and makes a detailed analysis of j bank’s direct selling bank from the platform product,the financial product sales situation,the management mode and the customer group,thus helps us to summarize the current operational characteristics of j bank’s direct selling bank.Then,using the SWOT analysis method and the five forces model to analyze the direct selling bank of j bank,find out its advantages and opportunities for development,and face the threats and disadvantages directly.How to solve the existing problems,it is very important to seize the opportunity and realize the revitalization.Then,according to the main domestic classification of the characteristics of the three models and case analysis.The three basic requirements of bank operation include profitability,liquidity and safety.According to these three requirements,this paper analyzes the basis for the choice of direct selling bank operation mode,it is proposed that Direct-selling Bank of J Bank should transform from pure-line operation mode to online + third-party drainage mode,and from the J bank’s objective form,the brand effect and the development goal three aspects analyzes finally chooses the line + the third party drainage pattern the reason.Finally,this article unifies the j Bank Reality Situation and the Theory Foundation,from the five aspects of online channel integration,rich product functions,channel drainage and output,internal organizational structure optimization and appraisal of wind control capacity,the paper puts forward a concrete implementation path for the transformation of direct selling Bank of J bank,this paper points out the direction for the competition and development of direct selling Bank of Bank J in the Internet financial market,and forecasts the development prospect of J Direct Bank.