Research On The Development Of Personal Financial Services Of Agricultural Bank Of China In Internet Banking

With the development of computer information and network technology, the Internet has penetrated into every corner of life. The Internet revolution of cloud computing and big data as the representative is the outbreak of various fields continue to the emergence of a number of new Internet technologies. Emerging technologies including social networks and search engines, constantly eyeing Internet banking. Alipay as the representative of the third party payment platform is unceasingly rich, has emerged WeChat bank, TenPay, P2P and other new Internet banking model. High-speed development of Internet banking business more and more greatly influence the development of the Agricultural Bank of China’s personal financial business, the Agricultural Bank of existing personal financial business marketing, product innovation, customer mining to form forced effect. This background according to the concept of the Internet finance as the starting point, in-depth study of theoretical basis including commercial banks, personal financial services and the concept of Agricultural Bank personal financial business development.Then, under the Internet banking Agricultural Bank personal financial business situation analysis, pointed out the main problems, such as financial products sales channels for a single, marketing mode dull, narrow margin business, customer data mining problems, such as the lack of financial business talents, and analyse the problem of reason. On this basis, the use of SWOT analysis, further elaborated the Agricultural Bank of Internet financial opportunities and challenges of personal financial services. Finally, by drawing lessons from the foreign commercial bank in the personal financial business development process has accumulated a lot of experience, for the Agricultural Bank of China how to deal with bad financial challenges, new strategies and solutions, namely, pay attention to customer experience, enhance banking service quality; attention to personal financial services differentiated marketing; the use of data analysis, power precision marketing; strengthen the Internet banking and finance cooperation development, expect to provide some ideas and reference for the Agricultural Bank personal financing business under the new situation of sustainable and healthy development.