Self-Service Channels Of Commercial Banks Under TheBackground Of Internet Finance

The emergence of Internet finance is initially aimed at meeting the payment needs of its own e-commerce platform,and constructing payment gateway with banks.In China,with the rapid development of e-commerce in recent years,especially the enormous accumulation of users'data,Internet enterprises can analyze the needs and preferences of users in financial services through large data technology,then extend the service scope of Internet finance to more fields,and have a great impact on the traditional financial institutions such as commercial banks.However,Internet Finance and traditional commercial banks are not the "life and death" relationship,both have their own advantages in service and business development.They compete but intergate with each other.The emergence of Internet finance has prompted the banking industry to accelerate the pace of change,innovation and transformation in many aspects.How to embrace Internet Finance in traditional self-service channels is an important subject that commercial banks are facing.Internet finance is making us enjoy more efficient and convenient channels,meanwhile crowding out the traditional ones.It changes not only the self-service channels themselves,but also the traits of their consumers and the environment.All of the changes will affect the development of self-service channels by multipliers.Based on the internal and external factors affecting the use of self-service channels,this paper introduces the Internet as an exogenous variable into the classic multi-factor model about the use of self-service channels,and then studies its influence on consumers.It is found that under the influence of Internet finance,environment becomes no longer important,and the fun that self-service channels bring to consumers is the key to consumers' attitude.In addition,new self-service channels begin to replace the traditional ATM,and more high risk business is gradually transferred to the self-service channels.Then,with the help of the relevant datas of Agricultural Bank of China in Shandong province,we test the conclusions obtained earlier,and analyse the development status and existing problems of the banking self-service channels from two aspects.At last,drawing on the advanced experiences of self-service channel construction at home and abroad,we put forward the preliminary ideas of the construction of the self-service channels in the future from four aspects:customer relationship management,product innovation and process reengineering,logistics support and performance assessment,operation management and risk control.