The Research About Strategy Of Commercial Bank In The Age Of The Internet Financial

Since2013, the financial obtained the rapid development of Internet, Internet financial set up today is the most popular topic. At present, the financial field has become the main direction of the application of Internet technology. Alibaba, Jingdong mall, Tencent, Baidu and other Internet companies have set foot in the financial field, especially Ali small credit as the representative of the business financing, Yu Ebao as the representative of the management of "fragmentation" financial, alipay as the representative of the third party payment and other internet financial forms flourishing, it has a great threat on the financial institution of traditional banks in assets, liabilities and intermediary services. For a time, internet financial has become the focus of discussion. For this topic, some scholars believe that with the continuous development of business finance, P2P loan platform, crowdfunding and other new forms of the Internet Finance will greatly threaten the survival and development of traditional commercial banks, or even completely replace the traditional bank; but the other scholars think that the internet finance which just a product of internet technology used in the financial field, does not come into being a new type financial institution business, Internet financie will not have a substantial threat to banks, but promote a new round of development by banking innovation. This paper,based on a intensive study on the model of internet financie, fully reveals the essence and characteristics of internet finance. It researches and analys deeply the impact of commercial banks from the Internet finance, using the commercial bank theory institutional economics transaction cost theory, combined with theoris of the existence conditions of commercial banks. Through the SWOT analysis in the era of Internet finance, commercial bank’s strengths, weaknesses and opportunities and challenges facing. Although the Internet Finance has a short-term impact on commercial bank, but the Internet itself as a technology does not replace the traditional bank. Commercial banks,with large customer resources, huge amounts of data, professional risk control measures and other advantages, not only will not be replaced and disappeared, but may even start a new round of financial innovation in the internet financial waving. Financial business may find the new growth point because of the Internet application. At the same time, rather than replacing the traditional banks, new forms of Internet finance will interact and reciprocally promote commercial banks, to support for the development of the entity economy. Although without the extinction of commercial banks, but the rapid development of Internet finance, may make commercial banks reshuffle, in the pressures of full implementation of the marketization policy of interest rate. The banking industry may face the mass bankruptcy and reorganization. Therefore, commercial banks should plan well in advance as soon as possible, taking initiative in the Internet financial tide. Concretely speaking, commercial banks should deal with it in five aspects. The first is building their own e-commerce platform. The second is actively strengthen cooperation with the Internet enterprise. The third is promoting the traditional business online. The fourth is to implement the integration of internal flow. The fifth is to strengthen the mining and the application data.