Research On The Influence Of Internet Banking On Commercial Banks And The Countermeasures

The internet finance has gradually expanded its share in the financial market depending on its unique technology and advantage of user base, and the internet finance's development has had a great impact and shock on commercial banks due to the gradual maturity of technology and the increasing user base. The internet corporate makes full use of the resource integration in the age of big data, understanding and grasping the user groups' need and favor for the financial services, offering precise and direct financial services. The range of services has also gradually been extended, which has changed from simple online payment initially to commercial banks' range of business services, such as financial management, loans, insurance, funds, transfer of account, and so on. It provides services to customers through the internet platform, which has the characteristics of convenient operation and low transaction costs. A large overlap has arisen in the range of commercial banks' business. Commercial banks' position is under threat as the leader of the traditional financial industry, and the development situation is full of gloom and doom.Based on the internet finance and the characteristics of its range of services, this paper sets up SWOT model, analyzing the threats and challenges in front of commercial banks under the current situation. Combined with the present development condition and the advantages of commercial banks, this paper puts forward some constructive suggestions and innovative development models, so as to convert the impact and shock into a driving force for forward development, exploring a symbiotic relationship and competitive cooperation with the internet finance, seeking mutual benefits with the internet finance.