| With the prevailing of Internet financial models such as crowd-funding,P2P lending,Internet payment and Internet insurance,Internet financial witnessed a sharp increase in our country,which would definitely have an impact on the development of China's traditional financial industry.As an important part of traditional financial industry,commercial banks are facing the impact and opportunities,the transformation of which draws a lot attention.Therefore,this paper researched issues on the transformation development of commercial banks under the impact of Internet finance.Based on relevant theories and development models of Internet finance,this paper analyzed the threats and opportunities faced with commercial banks.Having analyzed the reasons for transformation development,this paper studied the strategies and layout of commercial bank transformation development,combined with successful cases.The study stressed that the implement of Internet financial development strategy of commercial banks should follow the principles of user-centered,innovation development,resource integration and win-win cooperation,use Internet thinking to implement bottom-up transformation,change financial service model from "product-centered" to"user-centered";and carry out process re-engineering through digital strategy layout,innovative product layout and cross-border layout.Moreover,the impediments of strategy implementation were analyzed,such as the influence of corporate culture,restriction of traditional operating model,short-board of platform establishment and operation,contain of risk control measures,old marketing skills.Furthermore,this paper put forward corresponding suggestions,including strengthening strategic cooperation with the Internet enterprises,paying attention to the integration of online resources,innovating business to develop diversified income channels,strengthening individual financial service and relying on big data to realize accurate marketing. |
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