Under The Theory Of Commercial Banks In The Age Of The Internet Financial Development Strategy Research

With the development and mature of internet technology, such as mobile payment, big data, cloud computing, social networking services, search engine and so on, internet enterprises vigorously expand to the field of internet finance, relying on the advantage of technology and represented typically by third-party payment, network financing, online backing and so on. The birth of the internet finance mode marks that the period of internet finance is coming and the commercial banks have no longer kept a stranglehold on the financial industry. In the period of internet finance, the environment facing the commercial banks has changed, how to produce the advantage of the traditional commercial banks, make up the weakness and rise to the challenges and opportunities that the internet finance have been bringing.This article begins with the concept of internet finance. Firstly the writer analysis the mode and characteristics of the internet finance, then expounds the arisen reason and resent development state of our country’s internet finance, then chooses the risks that exists in the internet finance as the breakthrough point, and specially analysis four risks, including liquidity risk, client credit risk, technology risk and law risk. Secondly, in the article, the writer dissected the external macro environment that the commercial banks are faced with by using the PEST analytic model end the internal environment by using the analytic procedure of SWOT. To this, we have a sound theoretical basic for the commercial banks to make development strategy in the period of internet finance. In addition to this, this article represents the great influences that the internet finance brings to the traditional commercial banks for their operation and development. Then referring to the successful experience that the foreign advanced commercial banks make strategy transformation against the challenge from the internet finance, this article puts forward the direction of strategy transformation for commercial banks in the period of internet finance. Lastly this article represents the detail measure for the strategy implementation of commercial banks in the period of internet finance, including cooperating with internet enterprise, user experience of financial services, the mechanism of financial risk control and the internal management and construction of commercial banks.The transformation of internet spirit and financial service mode is the strategic direction of commercial banks in the period of internet finance. The commercial banks should be customer-centric in the road of developing the internet finance and design the internet financial products that can really satisfy the customer need and even lead the trend of customer need.