Research On The Innovation Mode Of Financial Products Of Commercial Banks Under Thebackground Of Internet Finance

The Internet has changed the way human society operates and develops,which is almost the most important feature of the 21 st century.In China,the emergence,evolution,development and growth of the Internet has essentially changed the way and path of economic and social development,as well as people’s production and life styles and thinking habits,and even reshaped the development path of many industries.Authoritative statistics show that by the end of 2020,China’s Internet users had reached 989 million,among which 986 million were mobile phone users,and the Internet penetration rate was as high as 70.4 percent.It can be said that China has been an over-information,the Internet and information technology has brought changes everywhere.In the financial industry,the innovation of financial model and the change of financial concept caused by the Internet can not be ignored,and can even be called the most important feature of the innovation and development of the financial industry in recent years.Under the background of Internet industrialization,marketization,specialization and clustering,the application of Internet technology has become an important factor affecting the development of various industries.Especially with the combination of the Internet and the financial industry,Internet finance,driven by information technology,has produced a new financial format: more smooth channels,significantly improved speed,further expanded coverage,and increasingly enhanced influence.How to adapt to and carry out advance layout will determine the basic pattern of future financial market development and promote the "great reshuffle" of the financial industry.Internet financialization is the deep agreement between the Internet thinking method,practical logic and operation mode and the traditional financial industry.The two are crosssymbiosis rather than simple accumulation.Due to the rapid development of Internet finance,traditional financial institutions represented by commercial banks have experienced unprecedented pressure in promoting financial model innovation.How commercial banks seek innovation and change in the wave of Internet finance to create new competitiveness and development momentum has become a topic of great concern for commercial bank managers,practitioners and even academic circles.Based on this,this thesis systematically discusses the topic of commercial banks promoting financial product model innovation under the background of Internet finance.At the same time,this study takes T Bank as a case to carry out an interpenetrating discussion,analyzes the background,needs,outstanding problems and causes of financial product model innovation of commercial banks,and deduces the path and countermeasures of financial product model innovation of commercial banks.The first part of this thesis is the introduction,which summarizes the background,significance,content,methods,innovations and shortcomings of this research,and analyzes the basic situation of domestic and foreign research.The second part is the interpretation of concepts and theories,clarifying the important concepts and theories involved;The third part of the article is the introduction and brief analysis of T Bank case,including the development background and current situation of T Bank and the basic situation of T bank financial product model and innovation.The fourth part of this thesis makes a detailed analysis and exposition of the case,including the problems existing in T Bank’s financial product model under the background of Internet finance,the causes of this problem,the development direction of financial product model innovation and the strategies to solve the problems.This part is the most important part of the whole thesis,involving the proposal,analysis and solution of problems and other dimensions.It carefully and comprehensively retrospects the shortcomings of T Bank in the innovation of Internet financial product model,and points out feasible solutions and methods based on the study of causes,trying to form a supporting effect for the whole thesis research.The fifth part is the conclusion of the whole thesis and the prospect of the future development trend,that is,on the basis of the previous research,put forward the conclusion of the study,analyze the future trend of commercial banks to promote the innovation of Internet financial product model,and give personal expectations and thoughts.This study fully proves that the traditional financial product model of commercial banks in the context of Internet finance has not adapted to the market and user needs,and the prominent problems exposed must be removed.Traditional commercial Banks,including the T bank to promote the innovation in financial products should be based on the bank of the existing channel,resources and business base,upgrade information,digital,intelligent systems,active docking financial cloud platform,pratt &whitney financial,the new payment and investment,etc.,innovative product category and experience mode,improve service ability,improve users recognition and market reputation;Commercial banks should carry out the reconstruction of the whole process and integration of Internet financial product system,deepen the construction of information mechanism,inject "digital" and "intelligent" genes,improve the innovation efficiency and quality of financial products,expand market segments,attract potential users,and create high-quality brands.