| Alibaba launched Yu'e Bao financial products in 2013,which also marks the beginning of the development of Internet financial products.As an important branch of"inclusive finance",the most important advantage of Internet finance lies in its ability to serve the”long tail market" of finance in a quantitative and standardized manner,but it has no advantage in providing middle and high-end personalized services,Therefore,the retail business represented by individual customers and small and micro enterprises is the main part of the impact of Internet finance on commercial banks[1]With the continuous development and progress of the times,China's internal and external economic environment changes dramatically.Commercial banks must formulate effective strategies to adapt to the vagaries of the Internet financial era,so as to have competitive advantages in market competition.Taking Bank A as the research object,this paper first analyzes the development of Internet finance and bank retail business,and discusses the opportunities and challenges brought by Internet finance to bank retail business,so as to clarify the strategic significance of the development of Internet finance of commercial banks in China.Under the background of Internet finance,this study analyzes the current situation of the retail business of Bank A and finds that the main problems are the poor marketing environment,weak marketing consciousness,narrow marketing channels and the need to improve the customer management system.Finally,the corresponding countermeasures and suggestiorns are put forward in four aspects of the market segmentation and precision marketing,channel innovation and expansion process optimization,retail business transformation,risk control and brand building.Through the analysis of Internet finance in this paper,the author hopes to provide some strategic ideas for the development of banking retail business transformation under the background of Internet finance. |
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