Research On The Community Reform Path Of Rural Commercial Bank A Under The Background Of Internet Finance

With the continuous development of Internet technology,the development of Internet finance,which is based on the third party payment,P2P and network lending,has been rapidly developing.It has penetrated into people's daily life and has great impact on the traditional financial industry.In this storm of innovation cross-border integration caused by Internet finance,traditional banking industry feels the disruptive impact and influence brought by Internet companies.In the new Internet financial industry forced,large domestic commercial banks to enter the Internet banking since 2014,in the active layout of the mobile payment at the same time,have leveraging the self business platform,direct bank,combined with the third party company,fully open the Internet financial battle".Formerly known as the rural commercial bank,rural credit cooperatives,compared to other large commercial banks,their poor foundation,lack of basis for the development of large commercial banks,in the context of Internet banking,the urgent need for transformation and upgrading,in order to seek a space for one person in the fierce competition in the financial markets.Community banks because of relying on small and medium-sized customers,service to local residents,local residents of small and medium-sized customers,provide targeted,differentiated financial services,has its own unique advantages,in the financial market competition is becoming increasingly intense today,the community reform has become an important way for the transformation and upgrading of the rural commercial bank.By studying the relevant literature found that commercial banks of developed countries earlier community reform,and the emergence of a group such as Wells Fargo and other outstanding community banks,to provide the reference for community oriented reform of China's commercial banks,domestic commercial banks to community reform started late,but of high heat,can to provide a reference for the community reform of commercial banks in china.In this paper,the relationship lending theory,inclusive finance theory,transaction cost theory,cross selling theory,based on the analysis of China's commercial banks reform community connotation and present situation,the background around the Internet financial,A Agricultural Bank as a case study.Through the analysis of the development status of A rural commercial bank,found in the financial impact of the Internet,A rural commercial bank is facing the main functions of network are weakening,banking network development is weakened,all sources of income of encroachment,network channel advantage is weakening,through in-depth analysis of these problems,the reform of the community found in some degree to solve these problems effectively.Learning from the experience of community-based reform in developed countries such as the US,Australia and Japan,we find that community-based reform should be combined with reality,stable external environment and accurate market positioning.Through the analysis of A rural commercial bank reform community SWOT,not only has clear advantages,disadvantages,opportunities and threats of the development of A rural commercial bank,and the understanding of the actual situation and the external environment of A rural commercial bank community reform.According to the community reform and the experience of foreign developed countries,the need for accurate market positioning,therefore this paper A rural commercial bank within the jurisdiction of the customer to carry on the questionnaire survey,according to survey results,the market positioning of the community reform,clear customer orientation and business orientation of A Rural Commercial Bank,and then put forward the reform path of specific products and services cross selling,marketing channels,three aspects,to provide reference for community A rural commercial bank reform smoothly,but also can provide a reference for the similar enterprise community bank reform.