Research On The Development Strategy Of Commercial Banks In Complex Financial Environment

In recent years, our commercial banks face many changes. Along with the acceleration of the marketization of interest rate, enhancement of financial disintermediation, and the vigorous development of the Internet financial, at the same time affected by macro-economic slowdown, the supervision standard enhancement, interbank cross industry competition and other factors, the commercial banks are facing more and more competition and challenge, mainly for the deposit and loan narrowed, declining profitability, the risk increasing. Although at present and in the future for a long period, the dominant position of commercial banks will still maintain in the financial activities, but it is an indisputable fact that the industry structure will produce bigger change. It is key factors to determine obtain the considerable development that whether a commercial bank can carry out adaptive strategy transformation in many challenges. Practical experience shows that the new cross format and flexible mechanism, innovative commercial banks will gain more market opportunities.On the basis of the historical process of the development of China’s banking industry, this paper analyzes the internal and external causes of the commercial bank strategy transformation, focus on the the impact of interest rate marketization, financial disintermediation, the Internet financial, financial supervision, the social economy, and customer structure, profit model, risk control ability and the efficiency of management and other aspects of the intrinsic defects. Then put forward our country Commercial Bank Strategic Choice in complex financial environment on the basis of the experience of foreign commercial banks, mainly for the implementation of integration, internationalization, differentiation and low cost development strategy, to adapt to a changing financial environment. Finally put forward the Countermeasures for promoting the transformation strategy of commercial bank in China, first is to adjust the table outside the structure of assets and liabilities, expand diversified income channels; second is the customer experience as the center, establish modern wisdom bank; third is to strengthen the management innovation, implement total cost management.The results of this study show that, the development mode based on the expansion of the scale has become the shackles of the sustainable development of commercial banks. Commercial banks transformation direction is more clear and clear in new period. The banks that use its resources rationally, adjust the management mode to adapt the change of financial environment and carry out market the reform, can get more competitive advantage. The Commercial Bank of our country should carefully analyze the internal and external environment, combined with the actual, formulate the strategy transformation framework and development ideas in line with their actual, then through effective policy and system to carry out, promote the business operation sustainable and healthy.