直销银行相对传统银行有其天然的竞争优势，没有分支机构，无需承担大量的员工支出，以较少的运营支出即可维持良好的经营。因此，商业银行采用直销银行模式为客户提供金融服务有可能实现为客户支付较高的存款利息，同时以较低利率向客户发放贷款。尤其对于国内各家商业银行而言，通过发展直销银行能实现传统业务转型，有效避免利率市场化条件下同业同质化竞争。%Compared with traditional banks, direct banks have competitive advantages in nature that they have on branches and needn’t take the burden of a lot of spending on staff, and they can maintain a good business with fewer operating expenses.Therefore, by using the model of direct banks, commercial banks can pay customers higher interest, and at the same time they can make loans to customers in a relatively low interest rate. Especially for the various domestic commercial banks, through developing direct banks, they can achieve traditional business transformation so as to effectively avoid trade homogenized competition under the condition of interest rate marketization.
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