Research On Business Innovation Strategy Of Commercial Banks Under Internet Financial Mode

In recent years,with the rapid development of a new generation of Internet technology,Internet finance has come into being.Internet finance has not only changed the mode of financial consumption of the public,but also led to great changes in China's financial system structure,forcing traditional commercial Banks to think deeply about changes in order to better serve customers and meet the challenges of Internet +.The first chapter of this paper introduces the significance of the topic selection,the existing related research and the innovations and shortcomings of this paper.The second chapter begins with the definition,characteristics and development mode of Internet finance,and divides the domestic Internet finance into five modes: Financing model,Internet financial portal model,Internet financial institution model,online lending model and third-party payment model,and then analyzes the internal and external motivations of Internet financial innovation.On this basis,the third chapter summarizes the theory of commercial banking business innovation,and the fourth chapter analyzes the impact of Internet finance development on commercial banks,including liabilities,assets,income,customers,service quality,product design,organizational structure,etc.SWOT analysis of the innovation of commercial banks in the Internet financial environment.Finally,through internal consultation and experience,the fifth chapter from the five aspects of commercial bank product innovation,channel innovation,technology innovation,service innovation,and risk control innovation,specifically proposes the innovative measures that traditional commercial banks can try to improve under the Internet financial model.In addition,the case analysis method is used to summarize the innovative ideas of the Bank of China MH Branch in response to the impact of Internet finance.This paper proposes that commercial banks should make rational use of Internet financial means,customer-oriented,and constantly strengthen product R&D innovation;improve electronic channel construction and innovate customer experience;strengthen the mining and application of big data,promote e-commerce platform,build financial consumption scenarios,and expand marketing channel.And with the strengths and weaknesses,we can use the traditional financial humanized service advantages to back and forth more young and middle-aged customers.At the same time,commercial banks should raise their own risk awareness,rectify their business structure,continuously innovate business models,improve their competitiveness,and take a sustainable development path.