Research On The Development Strategy Of Personal Loan Business Of Commercial Banks In The Internet Finance Era

In 2012,Internet Finance emerged in China,and the country started a storm of financial innovation.Various forms of internet financial models such as Ant Financial,P2P,and crowdfunding have evolved in the Chinese market.The rapid development of Internet Finance will,to a certain extent,weaken the status of commercial banks.The most immediate impact is the impact on bank performance.Since Internet Finance diverts part of the banking business,it adversely affects the size and growth rate of deposits and loans of traditional banks;but it also provides new development paths and opportunities for upgrades for commercial banks’ traditional financial services.As Individual Loan Business is one of the key businesses of commercial banks,how to strengthen management on it and continuously make innovation and optimization to it is a problem that needs to be solved in the banking industry in response to the impact of changes in the current industry.Based on the relevant concepts and theoretical basis,the research on domestic and international studies on Internet Finance,Individual Loan Businesses,and the impact of Internet Finance on Individual Loan Business was summarized.It was found that both domestic and international studies have focused on theoretical analysis and macroscopic research,and few have applied the theory of Internet Finance to specific commercial banking business.Therefore,this paper took X-Bank Suzhou Branch as example to specifically analyze the development strategy of X-Bank’s Individual Loan Business in the background of the Internet Finance.In the research process,this paper firstly used the PEST model to describe the external development environment of X-Bank Suzhou Branch’s Individual Loan Business,and then analyzed the development status of X-Bank Suzhou Branch’s Individual Loan Business,specifically from the Individual Loan Business structure(including product structure,county structure and peer comparison),platform,customer resources,customer service system and practitioners,The paper finally explained the impact of Internet Finance on X-Bank Suzhou Branch’s Individual Loan Business.Based on the analysis of the status quo,this paper summarized the existing problems of X-Bank Suzhou Branch’s Individual Loan Business from the aspects of product,business process,technology support,marketing strategy,customer and employee quality.In view of the existing problems,this paper proposed countermeasures from the perspectives of development strategy,business process,credit information system,marketing strategy,human resources and supervision,and proposed that X-Bank should follow the operating mechanism of Internet Finance and create a flexible and efficient support system that meets the requirements of the Internet Financial era starting from the hardware and soft environment.