Research On The Transformation And Development Of Commercial Bank Service Stores In The Internet Financial Environment

In recent years,cloud computing,social networking,mobile Internet and big data analysis techniques have developed rapidly with the driven of the "Internet plus" concept and the national policy.From the beginning,monetary fund represented by Yu'e Bao opened the era of universal wealth management.Then,P2 P method network investment and financing raised a boom of informal financing.Moreover,the third party payment such as Alipay and Tenpay changed the traditional payment measures.Internet finance is developing and growing gradually,which has made strong impact on the traditional commercial banks.Internet finance has gradually penetrated into small business loans and focused on the long tail customer market,which have influenced loan interest income for the banks.Besides,financial disintermediation,market-oriented interest rate have also aggravated the competition between the banks.China's Internet finance caused a huge impact on the traditional commercial banks,such as th e payment and settlement,finance and investment,mobile finance and financing indebtedness four m ain products.Domestic and foreign experts and scholars proposed in terms of the l ong tail theory,financial disintermediation theory and new outlet theory in the aspect of transformation and development of commercial bank ser vice stores.T hrough the em pirical analysis of the transformation of domestic commercial banks in the Internet financial environment,found that the Internet financial platforms have an diversion effect in the transaction channel,financial products and bank customers three w ays for the traditional commercial bank outlets.The outlets' financial market position are slipping,however,they will still be one of the most important service method for the traditional commercial banks.According to the case analysis of X Bank,with the actual service channel data and local research of sampling 50 bank stores,the banking transformation and development study focus on the traditional banking stores.Analyzed the problem of in practical use,particularly the customers affected by the Internet finance propose new requirement for the commercial bank service stores.These force the service stores to optimize and transform ation in the field of overal l arrangement,function,service,area and customer structure,and put particular emphasis on the lightening,intelligence and miniaturization.This essay believe that,in order to ensure sustained and healthy development for years to come,the commercial banks should adjust the stores' market position,accelerate innovation of business and service,enhance their competitiveness in the Internet financial market.