Research On Development Strategy Of Personal Loan Business Of Commercial Bank Under Internet Finance

At present, modern information technology represented by internet and big data, especially mobile payment, social networking services, search engine and cloud computing, innovates social service models and has revolutionary influence on markets. The internet has characterized of freedom, equality, information transparency and interactive experience and the like. The participant may conduct&simplity complex financial transactions by the internet finance, which gradually weaken the profession of traditional finance. The internet finance bring about new requirements on business model, operation mechanism and management of traditional finance, while it offers new opportunities for the traditional finance on channel development, product innovation, system upgrading and structure change. In the other hand, the internet finance will provide more business opportunities; however, it will gradually weaken monopoly position of banks and traditional competitiveness and encroach on financial markets of commercial banks. How to cope with such new trend brought by the rapid development of internet has become the issues which the current traditional financial institutions should face.This paper states situation analysis and target location of personal loan business development of commercial banks in the ear of internet and learns advanced and practical experiences of personal loan from the same industries to mainly analyze various challenges of personal loan business of commercial banks during the rapid development of internet finance and research and give strategies for banks. This paper summarizes the concepts, modes, features, current development condition and development prospect of internet finance. It takes A bank as an example to mainly analyze the impacts and challenges of intermediate position, operation management, main business and operation risks of commercial banks. This paper also researches the principles of human resource allocation, organization setting, risk management, marketing, business transformation and information development of commercial banks combing actual development of personal loan business of A bank to construct SWOT matrix and analyze A bank’s advantages, disadvantages, opportunities and treats to cope with internet finance; based on what analyzes, this paper deeply analyzes and gives specific strategies for A bank to cope with internet finance which aims to provide new measures and ideas for A bank’s personal loan competition and development in the era of internet finance.