Research On The Transformation Strategy Of Commercial Bank's Network Under The Influence Of Internet Finance

With the rapid development of science and technology in the Internet era,Internet finance has developed rapidly.This has greatly promoted the development of the financial industry and has had a tremendous impact on the value creation and commercialization of the current banking industry.Internet finance has emerged along with the development of Internet technology.At present,the forms of Internet finance include third-party payment,Internet loan and crowdfunding among others.Compared with traditional financial business model,their advantages include short efficient,low cost and simple,convenient and highly transparent.Thus,it quickly obtained a large market share of traditional commercial banks.Meanwhile,as the innovation speed of traditional commercial bank financial model cannot keep up with the times and the increasingly diverse needs of users,traditional commercial bank,the most important financing intermediary,is declining in terms of this kind of business.The advent of the Internet era has prompted traditional commercial banks to explore their own advantages,adapt to the changing financial environment by using innovative financial models,and expanding their business among other methods.Thus,they can ensure their market share and develop faster and better.This paper analyzes the reference literature,uses literature research method,case analysis method and experience summary method to analyze the transformation strategy of commercial bank outlets against the backdrop of internet finance.This paper first analyzes the research background,research significance,research methods,research content and research status at home and abroad.Second,it describes the concept of Internet finance,the development of Internet finance,and makes comparison of three business modes of internet finance.Moreover,it analyzes and compares the challenges and opportunities that Internet finance brings to commercial banks.And this paper taps into the status quo of commercial bank outlets in the context of internet finance,why should we carry out transformation,how to carry out transformation.Besides,this paper collects data related to research content using online retrieval and other methods to analyze the traditional operation status and current problems in operation of Y outlet of X commercial bank.Thus,it comes up with relevant strategies and recommendations for the transformation of Y outlet of X Commercial Bank.According to the geographical location of Y outlet of X Commercial Bank,this paper categorizes and accurately defines the features of it.Then we match analyze its customer group,formulate an effective service mode,and tap the development potential of the commercial bank outlet to optimize the network resource allocation,thereby providing customers with better service.This paper finds there are some problems in Y outlet of X Commercial Bank.For example,the business network positioning is not clear,and the target customer group is not well defined.Thus,it is difficult to target the target customer and attract potential customers.Moreover,there is only a singular business mode and it does not provide multiple modes in line with diversified needs of customers.Besides,it adopts traditional marketing methods and has no timely innovation and conducts no Internet marketing.This paper proposes corresponding strategies to improve these aspects.Y outlet of X Commercial Bank should re-define its positioning,transform from the perspective of service,build outlets with distinctive features,further meet customer needs,change ideas,use the latest Internet technologies,and adopt innovative business models.We hope that the analysis and suggestions in the article can help Y outlet of X Commercial Bank to spot its own shortcomings,find a development direction that suits itself,and we also hope to provide practical materials for network transformation research.