The Development Strategy Research Of Individual Financing Business Of Commercial Bank Under The Background Of Internet Finance

For a long time, commercial banks dominate the market of personal wealth management products and services, but with the development of times, and the application and popularization of Internet technology, traditional ways of financial management of commercial banks also need to be updated. Especially in recent years, Internet finance develop rapidly, it has a great influence on financial institutions, especially the banking industry. With its open, equality, cooperation and sharing spirit, Internet finance wins the favor of investors. Because of the low investment, high yield, convenient, quick and better service experience, Internet financial products attract a large number of investors, affect the personal financial business of commercial banks.What is the mechanism between Internet finance and commercial banks? What kinds of problems commercial bank have? What influence did the Internet finance bring to personal financing business of commercial bank? What strengths, weaknesses, opportunities and threats commercial bank have? How to deal with the Internet finance? They are the core contents of this article.China Merchants Bank, for example, this paper used the SWOT analysis method to analyze the situation of commercial Banks under the background of the Internet finance. The development of Internet finance took away some customers and deposits from commercial Banks, the banks'profit space have been compressed, banks'pay intermediary function have been weaken, the concept of financial management of customers have been changed, and competitions between banks have increased. At the same time, Internet finance also brought opportunities to commercial bank. It has better developed small and medium-sized customers, opened new financial products market and reduced the operation costs for banks. Under the background of Internet finance, commercial banks should play their own advantages, avoid and change the disadvantages of personal financial business, seize the opportunities broght by Internet finance, enhance product innovation, attach great importance to emerging markets, pay attention to the technical support and network channel, change the service concept and strive to improve the quality of service, improve risk management level and strengthen risk control, making personal financial business healthy and stable development.