The Influence Research On The Strategy Of Transformation Of Commercial Bank In The Context Of Internet Finance

The concept of "Internet +" and the integration with traditional industries have led new changes in China's economic development and new achievements.The Internet,as an integration of an open-sharing platform and the financial industry,has also a significant impact on China's financial environment and financial industry,and it has generated new impetus for development.The rapid development of Internet finance(ITFIN)has had a tremendous impact on the entire financial industry and has challenged the development concepts and models of traditional finance,and the status of traditional commercial banks has been challenged as well.The article summarizes the concepts and models of internet finance,strategic transformation theory,balanced score card theory,and the impact of internet finance on commercial banks and commercial banks' response to changes through literature review methods,case analysis methods,and questionnaires.Taking Bank A as an example,it analyzes the problems existing in Bank A and the impact of Internet financial development on Bank A.On this basis,SWOT analysis was conducted on Bank A to analyze the advantages,disadvantages,opportunities,and threats of Bank A in developing Internet finance.Through strategic selection,to determine the goal of developing an Internet finance strategy for bank A,and formulate business and stakeholder strategies for the development of ITFIN,and the safeguard measures for the implementation of ITFIN strategy by Bank A were proposed.In order to know the implementation of Internet finance strategy and get the feedback on the implementation results,the author uses the Balanced Scorecard to construct an evaluation index system for the implementation effect of the bank A's ITFIN strategy from the financial dimensions,customer dimensions,internal process dimensions,and learning and growth dimensions.In combination with the AHP,the proportion of each indicator was determined,a comprehensive evaluation of the implementation effect of 2015-2017 was conducted.It has the positive effection for A's perfomance to carry out Internet finance strategy.It also provides theoretical basis and case support for the transformation of traditional commercial banks in the context of internet finance and provides new ideas.