Research On The Innovation Of Commercial Bank Service In Internet Times

With the advancement of science,the Internet has continuously expanded to other fields,triggering reforms in many industries.The arrival of the Internet era has promoted the demand for Internet finance.In dealing with deposits,loans and remittances,commercial banks are no longer the only choice.Internet financial enterprises have become powerful competitors.Therefore,it is necessary to innovate the existing service mode of commercial banks,which has practical significance.On the premise of reading a large number of relevant literature at home and abroad,this thesis uses modern financial intermediary theory and network economic theory to study.The impact of commercial banks in the Internet age was analyzed,mainly impacting commercial banks' intermediary position,business market and customer resources.Based on this,we introduce the specific case of China Merchants Bank for further study.Through the SWOT analysis,we elaborate the current competitive environment of China Merchants Bank.Through the methods of content analysis,comparative analysis and theoretical analysis,we study the service innovation mode of case bank from theory to reality,and finally propose service innovation strategies of commercial banks,including provide differentiated products and services,establish an open service platform,and strengthen cooperation in all three areas.In order to promote the competitiveness of commercial banks in the Internet age,hoping to lead to more research and discussion,to provide new ideas for the development of commercial banks.This thesis argues that in the face of the continuous expansion of Internet finance,commercial banks not only need to re-examine their own development,but also develop competitive strategies based on the development of Internet finance.While accelerating technological innovation,commercial banks should make use of the advantages of Internet finance to innovate service models to meet diverse customers' needs.Due to the limited availability of case data,the proposed service innovation strategy may have some limitations,and further research can be carried out in the future.