| With the rapid development of science and technology,Internet technology,typically represented by big data,social networks and e-commerce,has penetrated into the financial industry in the form of Internet finance,revolutionizing traditional financial industry.It is hard to underestimate the impact of Internet financial on the traditional financial model.And it is an effective reorganization of Internet technology and financial business.Internet finance,playing actively and promotively,optimizes the channels,trading methods,costs and customer experience of traditional financial business,and speeds up inclusive finance.Under the pressure of Internet finance,the traditional banking industry has to adjust its strategies,improve service efficiency and quality,and put customers in the first place.Rural commercial banks are gradually restructured from the earlier rural credit cooperatives which have continuously developed for decades.They have relatively narrow business scope,monotonous product mix and substandard technology,but the situation that these banks mainly survive on local enterprises is changing.Their Internet financial business started relatively late,and is developing slowly.Rural commercial banks are facing a more severe situation,because they are incomparable with the state-owned banks or joint-stock commercial banks in the aspects of scale,system and risk prevention and control.Rural commercial banks must take measures at once to meet the challenges and make a difference in the fierce competition.The process of dealing with the Internet finance is a good time to transform into characteristic and specialized banks.Therefore,it is significant to study the impact of Internet finance on the traditional financial industry.Based on it,the study on market-expanding strategies for rural commercial banks is even more thought-provoking,and can probably be generalized to the whole small-medium bank category.This paper starts from the concept of Internet finance and analyzes its various models and theoretical basis.Taking Wuxi Rural Commercial Bank as an example,the SWOT analysis is employed to study its advantages and disadvantages that are different from those of general commercial banks under the influence of Internet finance.Wuxi Rural Commercial Bank is facing great opportunities as well as challenges.Strategic measures taken by Wuxi Rural Commercial Banks are also studied,from the aspect of market positioning,products,channels and services.Internet banking has exerted a far-reaching effect on the profit model and service model of rural commercial banks.While speeding up interest rate liberalization,it narrows the income of banks from cost of carry.Traditional business and ideas are out of date.Only when service model and concept are changed,and marketing model and channel innovated could customer base be expanded.Some feasible suggestions on the response and development of rural commercial banks are made at the end of this paper.Rural commercial banks are in urgent need of transformation,and measures can be taken as follows: change the traditional business model,speed up the information construction,strengthen asset and liability management,focus on the development of intermediary business,develop direct marketing banks and conditionally establish their own business platform.Banks should upgrade their traditional network,expand their marketing channels as they can.Electronic banking and mobile commerce are very important,and new product combined with Internet technology is the key to the market.The impact of the Internet on traditional rural commercial banks is not terrifying,and rural commercial banks should take advantages of this opportunity to achieve new performance growth through complementary advantages and resource sharing. |
