Research On The Transformation Strategy Of G Bank SX Branch Service Marketing In Internet Banking

With the rapid development of Internet Finance in recent years,the status of traditional commercial banks has been shocked by the unprecedented impact.By virtue of the advanced internet technology,Internet Financial Enterprises continues to permeate the traditional financial sector,on the basis of the original e-business platform.Third-party payments,P2P,B2B,Internet lending and other Internet financial products have been launched,which has seriously impacted the traditional banking businesses.Facing the impact of the Internet Banking,G Bank Shanxi branch,as the largest commercial bank in Shanxi Province,should actively explore a transformation on the core of "big data strategy".Combined with its condition,G Bank can carry out a series of reformations from to adapt to the market changes,insight into market demands,find new market opportunities and constantly improve its own competitiveness.Based on the current impact Internet Finance on the traditional commercial banks,the writer has consulted to a large amount of data and examples then analyzed on the development trend and achievements of Internet Financial Enterprises from different aspects.This paper introduced third-party payment,Internet banking,Internet lending,crowdfunding and other internet finance models in detail.And on this basis,the paper also analyzed the impact Internet Finance for traditional banks in the field of savings deposit,payment transactions and other traditional business.Finally,by using SWOT analysis method,the paper analyzed the strengths,weaknesses,opportunities and threats of G Bank SX branch.The paper also enumerated some solutions G Bank has carried out to cope with the current situations in order to gradually introduce the future overall strategy of G Bank SX branch' reconstructions.Hope this paper can provide an idea to G bank SX branch in its coping with the challenges from Internet Financial Enterprises and its future development of the Internet financial services.