Abstract
By the end of 2017, 37 of 39 domestic banks had online loan services. In the past few decades, banks have mainly established physical locations such as branches and ATMs. With the flourishing development of financial technology, although the traditional banking industry still maintains its own advantages in the financial industry, the banking industry is facing the need to use technology and innovative services to consumers. With the emergence of new financial channels that are closer to customer behaviors, such as P2P lending platforms, the credit method of lending has also evolved with the development of the Internet. The P2P lending platform is obviously a clear rival of the bank. Therefore, when the behavior of the loan is no longer necessary to bank, bank begins to think about its own role and not to be replaced. The new challenge for the financial industry is the change of products, services, and preferences of consumers. More and more banks are beginning to engage in online credit services, diversifying services, and developing more new customers. At the same time, they use low-cost and fast transactions, no geographical restrictions, against the rise of the P2P lending platform, formed a competitive and complementary relationship. These business models will affect the digital banking business with the layout of financial technology (fintech), and have an important impact and create more flexibility and differentiation.in business. In this study, a case study method was used to find the innovation of online credit of Bank A through interviews and to understand its development trend through the perspective of technology-enabled services. By sorting out experts' opinions, we explore how banks can use products and services to attract consumers, and how to use the methods for integrating cash flow, information flow, and people flow of front office and back office, and technology to create more advantages and improve their competitiveness. The study concludes that bank A can promote the innovation of online credit by strengthening the technology of the front and back office. By utilizing the advantages of the bank itself, through the cooperation of different industries and the operation of technology of front office and back office, the bank can make the interaction between the front office and the customer more complete, and use the information flow to replace the flow of people. To increase the frequency of interaction, and then increase the value and profit of products and services. The purpose of the study is to provide advice for development of online credit of banks, and some managerial and policy implications are suggested.