The Traditional Commercial Banks' Strategic Transformation And Performance Valuation Based On The Internet Finance

With the progress of Internet technology and cloud computing, it provides technical support for the rise of the Internet financial. Internet finance has a great convenience that traditional commercial banks do not possess, which has attracted small and micro enterprises and individual entrepreneurs. Meanwhile it has established a platform to link up both sides of the fund, i.e. the supplier and the demander, and collected personal slack funds, thus developed the function of the slack funds. The Year 2013 was termed as the first year of Internet finance era by the academic community. Beginning with third-party payment, then with the small loan business based on electric business platform, internet finance has gradually penetrated into P2 P credit and loan and all sorts of financial companies. The internet finance grew rapidly and caused widespread concern. In the mean time it has also impacted the traditional commercial banks.In the thesis, we analyze the advantages and disadvantages of Internet finance and traditional commercial banks from perspective of the definition, the essence, the characteristics and the business model of Internet finance. We analyze the impact of the Internet finance on traditional commercial banks from the three aspects of assets and liabilities, intermediary business, profitability of traditional commercial banks. Using the enterprise strategic management theory, we analyze the merits, demerits, opportunities and threats of Internet finance and traditional commercial banks. We conclude that the relation between the Internet financial and traditional commercial banks is a zero-sum game relation and should be a win-win cooperation. On this basis, the thesis puts forward that traditional commercial banks should develop the thought of the platform strategy and cooperation-competition, and discussed and summed up the ways to cope with the Internet finance impacts. At the end of the paper, we discuss the impact of Internet finance using G bank as an example, and the strategy and measures taken by the G Bank itself, and then the added economic value of G Bank is analyzed in detail.The thesis mainly adopts the method of theory with cases, literature review method, and comparative analysis to proceed the research. In the aspect of theory, we mainly use the SWOT analysis of the enterprise strategy theory, game theory and the EVA value analysis method of enterprise performance evaluation. In terms of case study, we discuss the case using G bank as an example. In the thesis we have collected and classified large amounts of literature. In addition, we have contrasted the strengths, weaknesses, opportunities, and threats of Internet finance and traditional commercial banks. While analyzing the financial data of G bank, we compare them with the data of others in the same industry.Finally, we summarize the analysis and put forward several reference proposal for the sound development of the Internet finance and traditional commercial banks in China.