Research On The Commercial Bank's Transition Of Management Under The Background Of Internet Finance

With the rapid development of advanced internet technology including big data and cloud computing,Prime Minister Li Keqiang raised a plan of action “Internet +”for the first time in the Report on the Work of the Government delivered in the Third Session of the Twelfth National People's Congress,aiming at creating a new economy growth point.In the "Internet +" era background,the Internet financial enterprises to seize the opportunity in a timely manner,for the existence of low interest rates on banks,loans difficult problems,innovative financial products,change the service object,quickly open the market,become the main force can not be underestimated,Successfully carved up to the big cake in the financial market.In the context of the rapid development of the Internet and the widespread use of large data,the development of commercial banks has been unable to adapt to the needs of economic development.The rise of a large number of Internet financial enterprises has rapidly squeezed the market of commercial banks,further exacerbating the financial disassociation and making commercial banks Intermediary functions to further weaken,and its related business seriously shrinking,operating profit fell sharply.In the external market environment deteriorating circumstances,the major commercial banks between the high degree of homogeneity of business,the core competitiveness is not prominent,poor innovation,can not be timely and effective adjustment of business ideas to meet the needs of market development,Competition between the industry pressure,so that commercial banks into the internal and external situation of unfavorable situation.Based on this consideration,this paper collects the relevant literature on the Internet financial and commercial transformation,collates the academic circles to understand the relationship between the two issues and the relationship between the two,based on the collection of relevant theories as the theoretical basis of the paper,The core theory mainly involves the theory of financial information and the theory of enterprise strategy,which is also closely related to these two theories and put forward the corresponding countermeasures.First of all,with the help of PEST model from the political,economic,social and technical aspects of the development of Internet finance trends,to prove that the Internet will be long-term financial and development,on the basis of a clear study of the Internet financial background of commercial banking transformation is very necessary.Secondly,using Porter's five-way analysis method to study the status quo of the development of commercial banks,discussing the background of the financial out of the Internet,the commercial banks still have the necessity of transformation,as discussed later in commercial banks in this specific context of Internet finance Facing the challenges of the basic discussion.Thirdly,it analyzes the changes of the main business of commercial banks from the aspects of the financing pattern of commercial banks and the changes of payment intermediary status.The collection of large data is more rigid,the customer's viscosity is greatly reduced,the risk management and the competition in the Internet are constantly The five angles of the profound analysis of the prevalence of Internet banking in the context of commercial banks face the grim situation,on the other hand,we should also note that the Internet in addition to the commercial banks have brought a huge impact at the same time also produced a huge "Catfish effect",it is also because of the emergence of Internet finance,so that commercial banks can be more profound understanding of the urgency of the transition and can learn from the outstanding advantages of Internet companies to make up for their own shortcomings,so as to adjust the business structure,The establishment of large data management and application system,based on the customer perspective of the precise marketing,effective management of the Internet financial background of the risk of online banking for banks to find new profit growth point and optimize the physical network point of view put forward operational measures.Targeting at promoting the transformation of commercial banks and finding the breakthrough for innovation,this essay focuses on the approaches to cultivate the core competitiveness of commercial banks,develop the management of technology and improve the services to the customers,which is essential for banks' further growth and development.