The Impact Of Internet Finance On The Personal Business Of Traditional Banking And Its Countermeasures

With the rapid development of information technology,"Internet plus" penetrated into all fields of our daily lives,and are constantly changing our traditional mode of life.The rapid development of Internet banking development has had an impact on traditional banking industry,such as higher income and more convenient Internet financial management caused the traditional banking deposit diversion,convenient operation and easy credit conditions of Internet credit personal credit on the share of traditional banks,to Alipay as the representative of the third party payment is more obviously.For the traditional banking industry,the rapid development of Internet banking is a challenge,but also a new opportunity.Based on the background of Internet banking,and based on the existing literature at home and abroad,this thesis analysis the influence of personal business of traditional banks under the financial development on the Internet,according to the long tail theory of Internet financial theory.The ICBC Puyang branch as a case,through the observation of the Puyang branch of the balance sheet,profit statement,daily analysis table and daily inspection data in the table changes,the thesis researchs from four aspects of personal savings,personal credit,payment and settlement business and personal financial services,to test the influence of the traditional Internet Banking Bank the personal business.The results show that the traditional bank deposits are serious diversion phenomenon,the personal credit business share is eroded,the bank's payment function marginalization,investment and financing space.Finally,based on the results of the case analysis,this paper puts forward the countermeasures of traditional banks to deal with the financial impact of the internet.The core idea of these initiatives is "cut",and expand the business while pay attention to cost savings,these specific initiatives include: With the Internet financial development opportunity,the traditional banks accelerate the transformation of traditional banks,in order to adapt to the rapid development of the Internet;the integration of customer service channels,and that enhance the sense of the customer experience;and that use big data customer information management in instead of the use of non financial data;and that continue to play the traditional banking advantages to improve the risk control mechanism;and that control the cost to increase the profit space.