Strategy Research Of Haiyi Community Bank Under The Background Of Internet Financial

Since "Community Bank" has been introduced into China from the United States, it slowly boosts in our country following substantial advancement of national policy, besides competition between community banks is increasingly fierce. At present, bank spreads are declining and the overall bank profitability has weakened with the continuous development of interest rate marketization. It's crucial for commercial banks to adjust business structure and operation mode to adapt to the new situation.With the constant rise of the Internet, "Internet +" action plan has been proposed in the twelfth session of the third session of the National People's Congress. The Internet injects new vitality to more and more traditional industries as a new carrier and the rapid development of Internet financial has strook the banking industry obviously. In the wake of continuous expansion of the Internet financial future, it will trigger intense competition to commercial banks and thereout change commercial banks' management mode and operation pattern still more.This article take the Shanghai Pudong Development Bank "Haiyi" Community Bank as the research object, analyzing development model of community bank under the impact of the Internet financial and conducting the "PEST" and "SWOT" analysis for "Haiyi" Community Bank. Some suggestions are given in the paper for the blossom of community bank based on the comprehensive research on the advantages and disadvantages of “Haiyi” Community Bank at this stage as well as the political, economic, social and technological environment it faces, including the construction ideas for future community management platform, the increase and change of service function and how to make a profit on community banks through finance and credit. There's no doubt that it will accelerate the development and marketing of community bank through the above mentioned analysis.