摘 要

直销银行作为一种新的银行营销模式，为传统银行的发展注入了新的活力，成为未来银行业竞争的新的增长点。直销银行的出现打破了传统银行的经营方式，它降低了传统银行的经营费用，更方便了人民的金融服务。直销银行在我国正处于探索阶段，尚存在定位不清、体制机制不完善、大众接受程度不高、客户体验和安全性有待提升等一系列问题。但由于符合时代发展的趋势，仍具有较大的发展趋势和客户拓展空间。本文从增长数量，客户端建设，运营方式等几个方面概括了中信银行直销银行发展的情况，并未此提出了合理化建议。

关键词：直销银行；互联网金融；商业银行；发展策略

ABSTRACT

Direct bank, as a new bank marketing model ,has injected new vitality for the development of traditional bank , and become a new growth point of the banking sector competition. Direct bank come to break the traditional mode of operation of the bank,it reduces the operating costs of traditional banks and facilitates people's financial services. Direct Bank is currently in the exploratory stage in China,there are still unclear positioning,inadequate institutional mechanisms , lower public acceptance , the customer experience and security to be improved and so on. Due to comply with the development trend of the times,it still has a large number of customer needs and developing space. In this paper, it summerize the CITIC Bank direct banking development in the number of growth, the client construction, operation methods and gives some reasonable suggestions.

Key words: direct bank; Internet finance; commercial bank; develepment strategy.