文献出处：Monastiriotis V, Hardiman N. Austerity measures in crisis countries—results and impact on mid-term development[J]. Intereconomics, 2015, 8(5): 19-32.原文The Commercial bank development strategy under the background of InternetfinancializationMonastiriotis V, Hardiman NAbstractRepresented by the Internet in the modern information technology, especially the third-party payment, mobile payment，social network, search engines, big data and cloud computing, has a disruptive influence on many areas of human economic life (such as book, music, retailing etc.). It also has a significant impact on the business mode，profit mode and service mode of traditional commercial banks. Internet financial has gained rapid development in 2003. On the one hand, taking the advantage of information, electronic commerce companies extend the business to the financial areas, such as third-party payment and network leading etc. On the other hand, large commercial banks constantly innovate; accelerate the development and product marketing of e-commerce, mobile payment and other businesses, to supply a variety of financial products and services.Keywords: Internet finance; City commercial bank; Business development strategy1 Introduction1.1 The Internet financial financialization and the InternetGeneralized financial refers to the issue of all and credit currency, storage, exchange, settlement and financing related economic activity; And narrow sense of financial, generally refers to the accommodation of monetary, so-called monetary accommodation, refers to the funds in various financing transfer process between market subjects. This article take the narrow financial, that is to say, financing based on the Internet to achieve financial methods can be called the Internet.The financialization of the Internet for Internet companies, especially e-commerce platform company as a platform of merchants provide more value-addedservices such as payment, investment and financing, such as financial services, is married and some financial functions, namely Internet financialization.1.2 The financial Internet, finance, Internet and direct bankFinancial Internet refers to the traditional commercial Banks face the Internet enterprise competition, have to strengthen the business transformation to respond, one is through the strength of the business and product innovation, to carry out online banking, telephone banking, mobile banking, mobile payments and other business, traditional business network, mobile; The second is to speed up the self-built e-commerce platform construction, relying on local Internet financial platform at the same time of improving customer value, to conduct their own financial business;3 it is combined with the spirit of the Internet, establish direct bank; Four is to strengthen the cooperation with the electric business enterprise, Internet financial products, seizes the market. The Internet of financial is to part or all of the financial products with the help of Internet, mobile network to complete the purchase and sale of products.And direct bank is to point to by the entity business network media, such as mail, telephone, fax, Internet, mobile terminals and the interactive TV and so on, realizes the banking center and terminal customer directly for business operators. Although the traditional commercial Banks have been widely used in the mail, telephone, Internet marketing methods and tools, such as set up "online banking", "bank" and "mobile banking" business model, but the business model, compared with the traditional entity bank is only a complement to the physical network and auxiliary, independence from physical network does not exist. And direct bank is an independent organization and staffing, its business development and marketing to the counter and physical entity branch for the premise and foundation, therefore has the personnel, organization, cost and other significant advantages of small, less than physical locations to provide customers with more favorable interest rate and lower cost of financial products and services.2 Origin and current situation of the development of the financialization of the Internet2.1 The origin of the Internet financializationInternet financialization is Internet companies (usually is the financial industry of third parties) to provide financial services to the public, is due to the electronic commerce development needs, is the combination of Internet technology with traditional financial products emerging. Its original main business model for third-party payment, with the continuous development of e-commerce market, in the network settlement, especially in the C2C (Consumer - to - Consigner, namely individual to consumers) mode, consumers could not be in when ordering goods directly confirm elements such as quality of product design, in order to complete the payment risks; And sellers before not yet received payment for goods delivery, also there is a risk of bad debts, which are both consumers and sellers tend to invite all trusted third party as intermediary involved in trading, the trading funds supervision and keeping. Thus it can be seen that the Internet financial services initially mainly through third-party payment to participate in online trading, so as to make the online payment is more convenient, safe.2.2 Internet financialization development present situationAt present, according to the research of the related data, financialization market all over the Internet, the third party payment account for most of the share, proportion reached 76. 3%.In general the more advanced the country, the higher the degree of attention to the financial products, the higher the proportion of online shopping and online payment, the higher the volume also of the third-party payment.P2P network financing small loans came in second, 11.2%.Network financing the raise pattern was ranked third, 9.8%.And new type electronic money 0.5%, mainly because the new currency on the obtained people's trust is low, can not get effective recognition of the government, its share is not high. Since 2011, China's domestic Internet financialization rapid business development, but with a delay time, the Internet financialization has just started, a lot of policy haven't reach the designated position, the current development of the best is still a third-party payment. According to estimate speed way research institute, and the current domestic third-party payment transactions accounted for the proportion of Internet financial will reach more than 95%, became the mainstay of the Internet financialization.3.1 Direct bank development is introduced3.1.1 Bank of ING directs (ING Dib).ING direct bank is Germany's first "direct bank", is one of the biggest "direct bank" of Germany and the European, the predecessor was founded in 1965, BSV bank. It can be seen the development process of Germany a microcosm of the development of the "direct bank".ING direct bank is now the world's largest integrated financial services group ING (ING) is a wholly owned subsidiary. It provides financial products or services to the customers mainly include: checking accounts, savings accounts, personal real estate finance, intermediary business, the installment and so on. The bank set up nearly 1200 tams, the number of ATM ranked fifth in the German Banks, are mainly distributed in gas station, large super.In the city and home appliance stores. In addition, the bank customers can also use their own credit card, VISA in any marked signs of ATM withdrawals for free. Calculated on total assets, ING direct selling at deutsche bank in the top ranking 21st 2008, more than 2007 years ago in 10.According to the bank's annual report in 2009, as of December 31, 2009, the bank has 6.47 million clients in Germany, Austria customer 400000 Yuan; Company existing staff 2750 people, the company's total assets is 87.7 billion euro, equity of 4.8 billion euros.3.1.2 German credit bank (DKB)Credit bank (DKB), Germany is a subsidiary Bayer state Banks, the headquarters is located in Berlin. Bank was established in March 1990, is a former democratic Germany after the establishment of the first non-state bank, 1995 buyout by Bayer Munich state Banks. The bank currently few branches, the target customer groups, including individuals and corporate clients and government agencies, entirely by "direct bank" personal banking business. Hold the bank credit card customers in any place with VISA logo free ATM cash. In addition, it also has some professional company engaged in the personal financial services, for example, in the east, the real estate finance company offices in 15 cities;3.2 Direct bank characteristics in GermanyMostly by bank group holdings, Germany "direct bank", for the most part, arewholly owned or holding subsidiaries of bank group. Direct bank flattening organization structure, the German bank "direct" the vast majority of Banks have little or no entity branch network, the bank staff background directly communicate with end customer and business, fully embodies the "direct" characteristics. Flattening organization structure for the bank to save a large amount of operating expenses and costs, which could provide more high quality financial products and services to the customers. Compared with the traditional bank of similar assets, employees generally less, "direct bank" assets and deposit amount per person than the average traditional bank is much higher.Some Banks such as Netcom even only 20 or 30 people is enough to maintain the good operation of the bank. Is given priority to with personal financial business, Germany "direct bank" because of the limitation of business to handle the way is very difficult for the customer provide personalized financial services, provide standardized financial products mainly for individual customers. At present, the German bank "direct" mainly provides the following business: demand deposits and transfers, savings and consumption installment, online payment, credit card business, securities investment, real estate, financing, etc.Fully based on a virtual network and external network platform, the German bank "direct" most of the financial services can be done via the Internet, the business is mainly based on Internet platform.” Direct bank" in addition to relying on the Internet this virtual network, also can borrow other entity unit network channels to handle business. In the process of a customer account, for example, by means of spread over the post office network channels to the customer in "direct bank" check the system and registered permanent residence of the chariot, entrust postal service hall to complete the local post office. In addition, most of the "direct bank" is the site of the ATM by other financial institutions to meet the requirements of customers' cash, only individual larger "direct bank" set up own ATM machine, such as the Netherlands international direct bank, the other is either to join the ATM alliance, such as "cash group of union" or "union" cash pool, either can provide customers with free debit VISA or mastercard.译文互联网金融化背景下商业银行发展策略研究Monastiriotis V, Hardiman N摘要以互联网为代表的现代信息技术，特别是第三方支付、移动支付、社交网络、搜索引擎、大数据和云计算等，已经对人类经济生活中多个领域（如图书、音乐、商品零售）产生了颠覆性的影响，并将对传统商业银行的经营模式、盈利模式和服务模式产生重要影响。