On The Development Strategy Of Personal Loan Business Of A Commercial Bank In The Context Of Internet Finance

With the development and progress of science and technology, the arrival of the information age, great changes have taken place in the traditional channels of financial services. Internet banking, telephone banking, mobile payment and other new forms of financial services not only brought convenience to customers, but also constantly changed the way of people's lives. All along, China's traditional financial industry has been in a monopoly position, with the rise of Internet financial companies, this monopoly was broken. The Internet is convenient, provides large amount of information, Internet financial services can give full play to the advantages of the Internet, so that customers enjoy more efficient financial services, and be able to get more information on this,which is far beyond the capacity of the traditional financial services. Commercial banks must constantly improve the financial product system, pay more attention to the market changes, and optimizes the management model, operation mechanism, etc.. It can be expected, a new pattern of China's financial industry will be formed in the next period of time, traditional commercial banks must make full preparations to cope with the impact of changes in the industry, especially the impact on traditional personal loan business.Traditional commercial banks need to change the original management model in order to maintain their market share.The rise of Internet technology and wide application of Internet financial enterprises,the Commercial Bank of our country in the traditional financial sector monopoly continued to receive impact, especially the commercial bank personal loan business first.This paper takes A bank as a case study, analysis of the Internet Banking for the specific impact of traditional commercial banks, and the use of SWOT analysis of the bank owned in the context of Internet banking advantages, disadvantages, opportunities exist and challenges were done a detailed analysis, put forward the strategy of development of A bank the loan business in the new period, and the countermeasures and suggestions,mainly including the optimization of human resources management, focusing on the Internet financial business transformation, to build a network marketing system, the implementation of risk management, strengthen the development of good information.The research of this paper can also provide a theoretical framework for the transformation of traditional commercial banks in China, and provide a useful reference for the innovation and development of China's traditional financial industry.