Study On Measures Against Internet Finance Impact To Traditional Commercial Banking Business

In recent years, with the increasing development of economic globalization, financial globalization has gradually developed. As a result, the financial industry faces not only the changes of reform and innovation, but also the pressures of fierce competition from domestic financial markets and impact from foreign banks, which in other hands brings new opportunities and challenges for survival and development of domestic banking industry. The coming of Internet financial times, to a certain extent, promotes the financial marketization reform, thus current business growth model of the commercial banks, mainly relying on interest margin, also faces tough challenges. Besides, the situation that the commercial banks profit from difference between deposits and loans will be no longer in existence, and homogeneous operation and profit competition model has become unfashionable. The commercial banking operation is facing the reform brought by the technical innovation and market diversification requirements, which brings a certain impact to the traditional banking business. Implementing service innovation to conform to market requirement will be the inevitable choice for the commercial banks to further develop and strengthen their market position, and the commercial banks are in urgent need of carrying out innovation and reform against the traditional businesses on many aspects. Therefore, this article will focus on the study of impact to the traditional commercial banking business brought by rise of the Internet finance, and the problem that the commercial banks in China face at the current situation as well as the measures against the problems.With the financial innovation theory and rise of the Internet finance as an entry point, this article states development situation of the Internet finance abroad at first, and then states the current situation of the Internet finance in China, further points out the impact from the Internet finance to the commercial banking business, analyzes the reason of the commercial banking business’s lack of innovation, and propounds several countermeasures and suggestions for China’s commercial banks against the Internet finance impact at last.