Research On The Development Of Personal Finance Business Of Lingshi Rural Commercial Bank Under The Background Of Internet Finance

With the rapid development of China's economy,the national income level has gradually increased,and disposable income has also increased.People began to consider how to manage wealth.As the main platform for personal wealth management,commercial banks should also keep pace with the times,especially the rapid development of Internet finance in recent years,which has a very large impact on the traditional banking industry.Internet finance quickly occupied the market with its advantages of low threshold,high profit,convenient operation and easy access.Then,in the context of Internet finance,how to develop personal wealth management business of commercial banks,how to face possible opportunities and challenges has become an urgent need to consider and solve problems.This paper takes Lingshi Rural Commercial Bank as the research object,and uses SWOT analysis method to study how the personal wealth management business of Lingshi Rural Commercial Bank can continue to develop under the background of internet finance.In-depth analysis of its own advantages and disadvantages and the opportunities and challenges faced in the context of Internet finance.The study found that the development of Internet finance has diverted a considerable number of Lingshi rural commercial banks' customers and deposits,especially small and medium-sized customers,and has also prompted more customers' financial management concepts to change.At the same time,Internet finance has also changed the bank's payment intermediary function.Weakness and reduced profits have intensified competition among banks.Therefore,Lingshi Rural Commercial Bank should take corresponding countermeasures based on these positives.We should vigorously innovate the design of personal wealth management products,make full use of Internet information technology such as big data to tap potential customers,continue to improve e-banking channels,strengthen risk control,improve staff quality,optimize services,and increase customer satisfaction and viscosity.At the same time,actively absorbthe advantages of Internet finance,combine its own characteristics,seize opportunities,attach importance to emerging markets,strengthen technical support,and achieve better development of personal wealth management business of Lingshi Rural Commercial Bank.