Research On The Transformation Of Chinese Commercial Bank Branches Under The Background Of "Internet Plus"

In recent years,the world's economic and social development has entered the era of Internet.The technological transformation,business mode and business philosophy of traditional industries are deeply influenced and changed by the "Internet thinking".The concept of "Internet Plus" has penetrated into all walks of life of today's society.Based on this background,Internet finance was born.With the rise of Internet finance,together with the reform of interest rate marketization and white-hot competition in the same industry,the profit margin of banks is gradually compressed.Traditional bank is facing a new normal of slowing profit growth.The physical outlets of traditional bank as the main service and profit channels of traditional commercial banks is the first to bear the brunt.How to adapt to the environment of Internet Finance and how to survive and develop in the environment of Internet finance have become the key and difficult points that commercial banks need to solve urgently.To solve the problem,this paper summarized the research results of other scholars both at home and abroad,relied on the basic theory of Internet and Finance,and used the methods of literature research and comparative analysis.First,this paper analyzes the impact of "Internet Plus" on the traditional commercial bank outlets with the diversion of channels,products and customers.Which implies that the traditional commercial bank outlets needing business transformation.Then it makes a further comparative analysis of the advantages and disadvantages of Internet financial services and traditional commercial bank outlet services,and draws a conclusion that under the impact of Internet Finance,the simple integration of traditional financial services and information technology can hardly become the direction of the transformation and development of bank outlets.The commercial banks' outlets should be intelligentized,experiencing,and going through both online and offline channels.What's more,they should combined with the scene of customer life service deeply.It is concluded that the transformation of state-owned commercial banks should take the establishment of Financial Ecosystem as the orientation under the background of "Internet Plus".