Innovative Research Of Commercial Bank’s Service Model In The Internet Financial Expansion

With the advent of the Internet era, the Internet is gradually invading to various industries, causing a large number of industry reshuffle. The development of the Internet market will drive the demand for internet finance. Many Internet companies enter the payment, settlement and financing fields, indicating that commercial banks will no longer be the only channel for deposit, loan and remittance. Facing with the expansion trend of the Internet financial, research on service model of commercial bank reform and innovation has very important significance. Commercial banks should pay high attention to the development of the Internet financial, and on the basis of consolidating its development of service mode, combine with the advantage of internet finance, promote the depth cooperation between technology and finance, and then develop more service model to meet customer need.The paper consists of five parts: the first part is the introduction. It introduces the background and significance, domestic and international literature review, research methods and structure, innovation and theoretical basis. The second part is the present situation and the advantages of the commercial banks service model. It introduces in detail the existing service mode of commercial bank and its integral advantage compared with Internet finance. The third part is the Internet financial expansion which the commercial banks face with, including the introduction of Internet finance models and Internet financial impact to commercial banks and its shortcomings. The fourth part is the innovation of commercial banks’ service mode. On the basic of demonstrating the necessity of service mode innovation, it suggests banks should, in the basis of the existing service model, constantly extend to the field of Internet finance. And in the extension process, complement each other’s advantages, and re-innovation in the expansion, creating a more unique, open service mode. The fifth part is conclusion.This paper is based on the current situation of the development of commercial banks and the Internet financial. It tries to provide useful suggestions for the countermeasures of commercial banks in the expansion of the internet finance. I hope to promote more research and discussion on the service mode innovation of commercial banks.