Research On The Business Strategic Transition Of CCB A Branch Under The Background Of Internet Finance

With the progress of science and technology and society,the Internet has entered thousands of households and integrated into all walks of life.The integration of Internet technology and financial industry has been widely developed in recent years.Internet finance has become an important part of the development of "Internet +".The state has introduced a number of measures to encourage the healthy development of Internet finance,taking advantage of policy guidance and the spring development of the times.Internet Finance ushered in a golden development period in recent years.Emerging modes of Internet Finance development,such asthird-party payment,mobile banking,online banking,P2P online lending,online crowdsourcing platform,have developed rapidly and widely in recent years,which has also brought a great impact on the development of traditional financial industry,especially on traditional banking business.The vigorous development of Internet finance has an obvious impact on deposits,loans and intermediary business of traditional banking.Although traditional banks still have inherent advantages in the development of these businesses,it is a lot of traditions that how to complete the transformation of business strategy as soon as possible by virtue of their original advantages,so that the development of Internet Finance can be regarded as a favorable factor for the development of banks themselves.Banks,especially large state-owned banks,are in urgent need of solutions.This paper chooses the representative branch A of China Construction Bank as the research object.Firstly,it makes a general introduction from the general situation of branch A of China Construction Bank and the development status of its assets,liabilities and intermediary business.It makes a comprehensive analysis of the external macro-environment and industry development environment of the strategic transformation of branch A of China Construction Bank,using PEST analysis method and Porter's five-force model analysis method.Secondly,in view of the problems existing in the business development strategy of branch A of CCB under the background of Internet finance at the present stage,combined with SWOT analysis method,the advantages,disadvantages,opportunities and threats of the development of branch A of CCB at the present stage are identified,and the strategy suitable for the transformation of branch A of CCB is selected by using SWOT matrix.Thirdly,according to the above analysis results,the implementation steps of the strategic transformation of branch A of CCB under the background of Internet finance are worked out,and the specific implementation strategies of the strategic transformation of branch A of CCB are put forward from the aspects of loan business,deposit business and payment and settlement intermediary business.Finally,according to the transformation and development of the business of branch A of CCB under the background of Internet finance,the corresponding strategic implementation guarantee system is constructed to ensure that the implementation of the strategic transformation of branch A of CCB can be well implemented in the actual operation of the bank.Through the research method of combining theoretical analysis with practical application,this paper puts forward some constructive plans for the strategic transformation of branch A of CCB.It is believed that it can also provide some reference for the strategic transformation of other banks under the similar background of Internet finance.