Research On The Strategy Of Commercial Banks' Response To Internet Financial Challenge

The emergence of the Internet financial provides users with efficient and convenient financial services on the one hand, on the other hand is also hitting the traditional mode of financial and bring potential crisis. In this paper, the growth of the Internet financial savage behind: the problems exposed by the frequent fraud risk events, regulatory limbo, network security hidden danger, increased information asymmetry structure. On the basis of the commercial Banks to cope with the challenge of Internet financial advantages and opportunities, problems and threats of SWOT analysis, commercial Banks with strong payment platform, technical support, security, and capital chain advantages, when dealing with the Internet financial shocks more confident; Of problems existing in the current commercial Banks lies in some Banks ignore the financing needs of micro, small and medium enterprises as well as the traditional services of commercial Banks efficiency restriction; Commercial Banks face the opportunities including the development of commercial Banks to the trend of electronic banking, grasps the mobile Internet market, commercial Banks and third-party payment institutions in credit, cover, security, crossborder payments and marketing the five aspects of cooperation; Commercial Banks face the threat of a shunt risk deposit and reversed transmission effect lead to increased competition, intermediary business hit by competition, some customers resources. In the industrial and commercial bank of China, for example, discussed in "e purchase, e line" represented by "e- ICBC" Internet financial strategy. Finally, return to commercial Banks to cope with the challenge of Internet financial strategy: all-round popularization of mobile financial, pay attention to micro, small and medium enterprises financial demand and risk management, attaches great importance to the WeChat banking services, the traditional intelligent network transformation, strict controls of credit risk, attaches great importance to the business continuity management. Enlightenment of commercial bank in the face of the Internet financial this double-edged sword should avoid disadvantages, successful transformation, uphold the excellent customer experience of concept, with new and unique product design, quality good service and extensive sales channels, broad market and good publicity effect, grasp to deal with the Internet financial core competitiveness and sustainable development.