A Study On The Development Strategy Of The Commercial Banks In Internet Finance Era

The purpose of this thesis is to research the impact of Internet finance on commercial bank's development strategy and try to find out the right development strategy of commercial bank to turn challenge into opportunity and risk to innovation, and further develop and expand the strength of commercial Banks.First, this thesis introduces in detail the category, the domestic development path and characteristic of the Internet finance. It expounds the impact of Internet finance on commercial bank, and analyzes the respective advantages and disadvantages of commercial Banks and Internet financial institutions. Second, the classical SWOT analysis method is adopted in further analysis to locate the right development strategy of current commercial banks: namely to internally improve service efficiency, to improve the management mode, to devote to product innovation, and to externally cooperate with Internet financial enterprises. Finally, based on ping an bank housing cooperative program integrating platform specific case analysis, it is suggested that commercial bank should improve development strategy through business model innovation and the application of innovative technology to provide customers with simple and convenient financial products and services.It is conclude that the commercial banks should keep optimizing management idea and innovating business model based on corporate culture. What's more, they should use the strong first-mover advantages of commercial bank resources, system stability, and security to continue strengthening the strategic partnership with the Internet technology companies. They should also pay more attention to customer experience and explore the management mode of centering on the customer experience to make them develop healthily and steadily in the wave of the Internet financial.