Research On The Innovation And Development Of Personal Finance Business Of Commercial Banks In The Internet Finance Era

China introduced the comprehensive Internet in 1994. From 1994 to 2016, this great invention has been integrated into every corner of human society, whether from residents or business operations. Internet financial products analyze by investors' preferences, search investment intentions of customers, design and sale financial products. All that requires a lot of manpower and resources to start work, can solve by Internet technology. Internet finance can use the Internet platform to complete all the things easily. Alibaba's Yuebao appeared in 2013, what promotes the prosperity and development of Chinese Internet finance, and then it appeard third-party payment,P2 P lending, Alibaba's loan and so on. Investors can took care of personal property only through banks, insurance companies and brokers in the past, and now investors ues the Internet to check the detailed information of all kinds of financial products, and self-purchase them. The emergence of Internet finance, makes the original financial model changed, while influences commercial bank personal financing business.The paper explains what is the Internet finance and what is the personal financial business of commercial banks, their characteristics and development situation. The paper researches on the related theories of personal finance business of commercial banks and researches on an overview of the development of financial services in various countries firstly. Secondly, the paper compares Yuebao and Chinese Merchants Banks' financial products in detail. And then, the paper summarizes the advantages, disadvantages, opportunities and challenges of personal financing business of commercial banks in the Internet Era. Finally through the summary of domestic and foreign banks experience, the paper puts forward a few suggestions on innovation and development.