Research On The Development Of Personal Finance Services Of Commercial Banks In The Internet Financial Environment

Banking industry plays a very important role in the long history of China's development.In the course of the development of commercial banks,personal financial management is an important part.Before the popularization of Internet technology and Internet finance,the market of personal financial products and services was dominated by commercial banks.However,with the development and maturity of Internet finance,it had a great impact on commercial banks and other financial institutions.Internet personal financial products have the characteristics of low investment threshold,convenience and high yield,which are popular with the public.To a certain extent,the personal financial business of commercial banks has been impacted,and the personal financial business model of commercial banks needs to be updated urgently.Under the environment of Internet finance,the core of this article is how commercial banks develop their personal financial services;what problems exist in the process of development;what advantages,disadvantages,opportunities and threats commercial banks have in the process of developing their personal financial services;and how to develop their personal financial services under the environment of Internet finance.China Merchants Bank has always been the leading commercial bank in the banking industry in the development of personal financial services.This paper first uses SWOT analysis method to analyze the situation of China Merchants Bank's personal finance development under the background of Internet finance.The development of Internet Finance and Internet finance not only diverts the deposits of traditional banking industry and reduces the bank's profits,but also shakes the basic payment intermediary function of commercial banks.In addition,it intensifies the competition among commercial banks.But with the development and application of Internet Finance in the market,Internet finance has developed small and medium-sized customers which have been neglected by commercial banks.It has also opened up a new business group for personal financial services of commercial banks and enriched the financial products market.Then,based on the development scale and current situation of China Merchants Bank,this paper points out its problems and summarizes its experience and Countermeasures for other commercial banks and even the whole banking industry to learn and reference.Under the Internet financial environment,commercial banks should make full use of the resources advantages established for many years,combine with the Internet financial environment,vigorously build the advantages in personal financial services,improve and avoid the disadvantages in personal financial services,seize the current development opportunities,enhance product creativity,upgrade and transform business models,pay attention to the previously neglected customer groups,and make use of them.“ Internet + "big data" and other network technology provide technical support for banks,strengthen the formation and marketing services of marketing concepts,improve risk management methods in the new environment,strengthen risk prevention and control,and make commercial banks' personal financial services sustainable development.