Study On Strategy Of Bank Personal Financial Business From The Perspective Of Internet Finance

In recent years,with the rapid development of Internet finance,the financial connotation and extension has been greatly expanded.Although the financial center function has not been changed,it is providing new services to customers by virtue of its convenience,efficiency and low cost,through the combination of the traditional financial services and the Internet,mobile Internet and other new means.In this dissertation,in-depth study including the influence of network financial product,particular in narrow scope,on the personal financial services of traditional commercial bank and its operating system,as well as how to implement the upgrading and transforming the personal financial services of traditional commercial bank will be undertook.,and prospective financial advices will be given to the commercial bank,which is of strategic significance..In this dissertation,the management strategy of personal financial services of commercial bank will be concluded,through analyzing the research results from international and domestic academics,and through analyzing the personal financial service of commercial bank at current status,under the internet financial background,as well as through demonstrating the influential relationship and competition game between internet financial products and personal financial service of commercial bank,analyzing the government regulation,which has reference value at the present stage.First of all,based on the background of the contemporary era of Internet banking,from the customer resources in commercial bank,the scale of financial products and other aspects,the qualitative analysis has been undertook on the current situation of the development of the personal financial service of commercial banks in China.Although its current position is not easy to be shaken,its advantage has been lost under the Internet financial products innovation,which triggered high-yield financial.After that,the effects of internet financial products on personal financing business in commercial bank has been demonstrated,with a series of quantitative analysis method such as stationary test,johansen cointegration test,error correction model and Grainger causality test model.The conclusion is:(1)The equilibrium relationship between the Internet banking and financial products of commercial banks exists,regardless in the long term or in the short term;(2)the Internet financial products will stimulate the commercial banks and speed up the development of the personal financial business.In view of the steady growth situation of the personal financial business in commercial banks,operation methods will be creatively studied in this dissertation,including the static non cooperative game theory,non-cooperative dynamic game theory,the cooperative game,and the game under the supervision of the government.The optimal Nash equilibrium strategies will be given by solving the Nash equilibrium of the game and the sub-game.The commercial banks are suggested to conform to the trend of Internet financial and optimize the personal finance business respectively from six aspects such as the technical innovation,the quality of the staff,the customer resources,the product and the service innovation,the cooperation,as well as the reasonable standards.From the above methods,facing the competition situation,the commercial banks is hoped to steadily improve its personal financial business management level under the Internet Banking background,at the same time retain its own main advantages,so as to have a long-term sustainable development ability,improving the functions in the information society as soon as possible.