Research On The Development Strategy Of Individual Financing Business Of Chinese Commercial Banks Under The Background Of Internet Finance

The Internet is the most important key scientific and technological inventions right now since the 20 th century. This technology mainly use a very the basic way of interactive platform to break the boundaries of time and space. It can effectively achieve the various kinds of information that the people use in social communication.Due to the Internet technology is currently an efficient way to provide convenient and information transmission technology, In particular it can develop fairly fast among all over the world.The Internet technology development t rapidly and expand application of various fields in the universality, mobility, perceptual and the data accumulated.So it To promote the changes in market environment, customer demand and service mode.With the popularity of the Internet around the world,and a wide range of applications, the Internet financial also accompanied by rapid rising. Online banking, mobile banking, mobile payments, balances, ali small loans and other financial innovation business booming in our country, thus formed a new kind of financial model-- the Internet financial business model. At present, the rapid development of Internet financial, especially the impact of the banking industry has shown for financial institutions.In the future, with the development of the Internet financial growing, it wil cause more intense competition with commercial Banks, and even changed the banking business model and operation pattern.Compared with the traditional financial sector, finance is a new financial model on Internet tools such as Internet payment, cloud computing, social networking,search engines and so on.It mainly includes the third-party payment platform, P2 P microfinance, financial services platform based on the large data models, the raise pattern, the network insurance, financial services products online sales model. The Internet financial will bring the huge impact to the traditional banking business because the advantage of the open resources, intensive cost, self-independence of marketization, User behavior value. But at the same time the Internet financial also brings new opportunities and challenges for the traditional financial institutions. In the face of the growing Internet finance team, the traditional financial services are also beginning to extension in the Internet, it will popularize own services on the Internet with the help of the convenience of the Internet and powerful and strong influence of the Internet. The most typical representative is the bank on the net and electronic banking. Among them, the network bank mainly led by the Industry and Commercial Bank of China and the China Merchants Bank, They have made many achievements. Although the traditional financial and Internet has started to contact but there are still many limitations. At the same time we should also pay attention to the technology of the financial risks faced by the Internet including transactions subject to the computer system and the business risk and legal risk is more prominent. It just because of the Internet security technology is not perfect. Therefore, commercial banks should give enough attention to the dynamic development of the Internet Financial, take the Internet financial potential, accelerate the pace of product updates, and at the same time, strict the supervision of risk.This paper aims at some concrete measures and effective development strategy for commercial banks to develop personal financial business in the context of Internet banking. Based on this, this paper first reviews the domestic and foreign scholars about the financial development of the Internet and Internet financial impact on commercial banks, laying the groundwork for the analysis of the financial impact of the Internet to the personal financial services of commercial banks in the external cause.In these challenges environment, the Internet financial strongly impetus to the banking reform. In this paper, First of all through the SWOT analysis own advantages and disadvantages of commercial bank personal financial services its as the internal analysis,to understand the Impact resistant ability and Internal defects of the commercial banks personal financial services. Then analysis the opportunities and challenges that Internet banking brings to commercial banks personal financial services as the external analysis, to understand the financial impact of the Internet brings to the development of personal financial services of commercial banks. On this basis, draw lessons from commercial banks at home and abroad in the context of Internet banking development experience of personal financial services, to design develop strategies of personal financing business: the competitive strategy,process banking strategy,business innovation strategy, technology support strategy, the strategy of strengthen cooperation,customer service strategy and risk control strategy, And one by one each feasible measure of each strategy.