Influence And Countermeasures Research Of Internet Financial On City Commercial Banks

ABSTRACT:In recent years, a new generation of internet technology has penetrated into the financial field in the form of the internet financial forms and brought new changes to the traditional financial pattern, such as cloud computing, big data, social network and electronic commerce, etc. Arises "Internet Financial" is showing its substitution effect on traditional financial pattern, and it has a profound impact on the banking industry. City commercial banks in terms of scale, system, risk-control ability, unlike state-owned commercial banks, make facing more serious situation. So the city commercial banks need to properly handle the influence of the internet financial, and take the initiative to adapt the development of the internet financial.Based on the perspective of city commercial Banks, this paper from the concept of the internet financial, the influence of the rapid development of internet financial on the city commercial banks has been analyzed, and the city commercial banks transformation measures has also been discussed under the internet financial shock. Through analysis, this paper argues that internet financial will deeply impact the business pattern, profit pattern and service pattern of the city commercial bank, speed up the financial disintermediation, accelerating interest rate marketization process, improve the efficiency of the allocation of resources, reduce the bank interest income, seriously impact the traditional banking business, service concept, marketing channels and customer base. The SWOT analysis method is used to comb the strengths, weaknesses, opportunities and challenges of the city commercial banks in internet financial background. Take the city commercial banks in China as research objects, the feasible suggestions of its development strategy in internet background have been put forward. The author believe that the key of city commercial Banks to transformation is to accelerate the information construction. In terms of business pattern transformation, the assets and liabilities management should be strengthen, the development of intermediary business should be pay attention, accelerate the development of direct bank, build the electricity management pattern which combines the resources of the local market. In terms of financial products, product innovation mainly for small micro enterprise and individual retail business should be put forward, and the cross-regional cooperation should be strengthened for set up financial ecosystem. In terms of marketing channels, the electronic banking and mobile business should be developed, and the traditional physical network should be reformed. The author believes that the internet financial won’t replace the traditional finance, and it is both opportunity and challenge to the development of city commercial Banks. The city commercial Banks should grasp the opportunities of the internet financial seriously, through the complementary advantages and sharing resources to achieve sustainable development.