The Influence And Countermeasures Of Internet Financial Development On Commercial Banks

From the beginning of the end of twentieth century,with the rapid growth of the Internet information technology,the habits of people's lives and consuming are deeply affected.Especially in the financial sector,the new-type business and products were born : Internet Financial.Since 2013,Internet Financial has been developing rapidly.There are traditional financial institutions direct banking,online insurance and other financial services which is based on the Internet platform,including but not limited to the electronic commerce and the third party payment,such as Taobao and Alipay;P2P and crowdfunding is a new Internet Financial business.The development of Internet technology breaks the information monopoly of traditional organizations,reduces the degree of information asymmetry,attracts more "long tail customers" and accelerates the financial reform of commercial banks.With 80 s and 90 s gradually become the main force of social consumption,the electronic payment is becoming more and more common,mobile phone payment has become the first choice for young people,even have developed outside without purse but must take the mobile phone habits.The rapid development of Internet Financial has brought tremendous impact on the traditional commercial bank assets and liabilities business and intermediary business,profit margins of commercial banks is becoming smaller and smaller,the market share is declined,low-end and small customers of commercial banks are reduced,the commercial bank payment function is weakened,and the financial disintermediation is accelerated,which has brought unprecedented pressure to the commercial bank.Scholars both at home and abroad have devoted themselves to the study of Internet Financial.In this context,this paper studies the Internet financial development at domestic and foreign,analyzes the impact on the traditional commercial bank of our country,using the SWOT analysis method to analyze the commercial banks face the financial advantages of the Internet,weaknesses,opportunities and threats,then puts forward the corresponding countermeasures.in the process of competition,Commercial banks and the Internet is not a simple replacing and replaced relationship,commercial banks should continue to learn from the Internet Financial,play their own advantages,learn from each other.This paper first introduces the concept,characteristics and development of Internet banking,and then studies the development course and the present situation of the domestic and foreign Internet Financial through the Internet,with the domestic Internet financial impact on traditional commercial banks in the theoretical framework and the corresponding methods of theory,uses SWOT analysis method,establish model,specific analysis conclusion,put forward the corresponding the countermeasures and suggestions for the development of China's commercial banks,and finally to Bank of China as an example,discusses the Bank of China's method of dealing with the financial impact of the Internet brings and impact in the development process.