The Research On The Develop Of The Internet Financial Impact On The Traditional Banking And The Countermeasures

In recent years, with the changing of the Internet technology and the rise of the Internet Financial development has been in full swing, and has got the focus of attention of senior government officials. The generation of the Internet financial is to meet the high efficiency, convenient and differentiation of financial services demand, it is to point to the Internet as a resource, use of big data, cloud computing, social networks and search engines, such as the Internet technology to realize financing mode of a new type of differential financial services.The develop of the Internet financial has a certain theoretical basis and technical basis, the theoretical basis, including financial innovation theory, the long tail theory, reputation, etc.; the technology basis including social networking sites, search engine, big data and cloud computing, including big data is the core of the Internet financial resources, cloud computing is the core technology of the Internet financial. From the evolution of the Internet financial situation, the main mode of evolution of the Internet financial focus on the five plates,that is paid by Internet, Internet finance, Internet investment, Internet and other risk management in financial investment,(such as financial products, search engines), and the representative of the mainstream of Internet payment, P2 P lending, Crowd funding, Internet banking. Internet financial features manifested mainly includes highly informatization, universality and traditional intermediary, as these features, makes its own with the traditional banking existing inevitable conflicts and influences.Firstly this article discussed the connotation and evolution of the Internet financial foundation, simple combed the main mode of the Internet financial, and respectively from the international and domestic two aspects to introduce the evolution of the Internet financial conditions. Secondly, this article has used the PEST model and SWOT model to analyze the effects of the traditional Internet banking finance competition environment. And summarized the effects of the traditional banking sector including: the traditional way of value creation and value realization of face change, intermediary theory was challenged, the core competence and the competitive pattern of shocks and business model impact. Finally, according to the analysis of PEST model and SWOT model results, it puts forward some suggestions related to the impact of the traditional banking sector by the traditional banking Internet banking, mainly from the following aspects: to build their own internet financial model of operational thinking, and Internet financial enterprises to achieve win-win cooperation, open up the blue ocean of mobile internet financial services and the layout of the long-term exploration the financial service virtualization and intelligent of its financial products.