A Study On The Transformation Strategy Of Small And Medium Sized Commercial Banks Under The Background Of Internet Finance

In recent years,the continuous development of Internet banking,Internet banking because of its new form and brand communication,a huge impact on the traditional commercial banks.Compared with the Internet banking,commercial banks are also flawed.Commercial banks operating mainly around the outlets,outlets is the core business,and Internet banking are more concerned about the needs and types of customers,and thus to establish experience,service and brand,and it has gradually become the different levels to meet customer needs and stimulate customer cognitive trend.Based on this,only on the concept and features of Internet financial analysis and in-depth understanding of the inquiry,the financial impact of the Internet in the business of commercial banks and the necessity of the transformation of the feasibility and measures analysis to deal with the challenges of commercial banks,in order to answer the above questions.This paper describes the concept of Internet banking as a whole,and makes a brief introduction to its business model,the classification of the banking financial institutions engaged in financial activities on the Internet,based on the summary of China's commercial banks to carry out the development trend of business transformation,and from the two aspects of theoretical and practical significance,analysis of business the significance of bank business transformation in the era of Internet banking.The research object of this article is QL bank,the current business transformation were analyzed,and the combination of Internet financial background,in order to meet the diverse needs of customers,as much as possible to provide personalized products and services,increase brand awareness efforts,on this basis,put forward the feasible suggestions and opinions.Based on the characteristics of the research,the method of literature review and case analysis are used in this paper.In this paper the creation,use a lot of network and database resources,access to a large number of literature material related to the topic,in the process of reading the literature,from the overall grasp of the research results of domestic and foreign experts and scholars,enrich the content of this paper.This paper mainly studies the QL bank to ensure the accuracy and scientific of the research results.By reviewing the history and status of the business line,on the basis of the relevant theory of marketing,the use of a variety of analysis tools,QILU bank for the description and Analysis on the marketing environment,competitors,customer structure,product mix,pointed out the existence of the marketing strategy problems and countermeasures.At the same time,this paper also through the comparison of domestic and foreign advanced commercial bank development experience and transformation characteristics of products,service characteristic analysis,pointed out the improvement to ensure the implementation of the marketing strategy to the organization structure,management mode,risk control,process reengineering,incentive mechanism,personnel construction,foreign cooperation,the support of science and technology and cultural protection.To achieve successful strategic transformation.