The Development Strategy Of Personal Financial Services Of Commercial Banks Under The Impact Of Internet Financial

With the development of internet financial in recent years,the influence on traditional business of commercial banks is visible and various in width and depth.Especially under the crisis of China economy and continuous interest rate cut of China Central Bank,the development of internet finance is unneglectable.From the coming up of “Yu EBao”and then the P2 P platform such as “Jie DaiBao”,people has abandoned the traditional idea that ‘saving in the bank is the only way to get interest',‘loan could only be got from the bank'.Internet finance has be accepted by common people and attracted a lot of customers from the bank.Based on the above points,this essay has been trying to discuss the orientation of personal finance in the commercial bank through study of references and analysis of data with the example of personal finance restructure of Industrial Bank Beijing Branch.The structure of this essay is: the first part is the brief introduction of the background and significance of the theme.Internet technology is the first productivity and the emerge of internet finance.In a simple statement after the development of Internet banking,which leads to the thesis,this paper is in the Internet under the financial impact,commercial Banks facing opportunities and challenges should be how to deal with and development.The second part of SWOT analysis to the advantages and disadvantages of commercial bank personal financing business itself as the main line,compared the advantages and disadvantages of the Internet financial management,including product attributes,risk management,marketing and other features,and contains a changing market,the introduction of service consciousness,etc.It also provides a practical reference for the development of the personal finance business and the transformation of the bank.In addition,the paper also draws on the development strategies of the American commercial Banks in the face of the Internet financial shock.Finally,through the analysis of the third part of this paper,and put forward the argument of this article,namely under the background of the Internet era,the traditional commercial bank personal financing business at the same time of actively using the Internet technology,but also from the thinking transformation and business innovation,technology update,personnel quality,etc,to seek the way of development.