Research On The Transformation Strategy Of Jingdezhen Postal Savings Bank Under The Background Of Internet Finance

With the development of the economy and the advancement of science and technology,China's Internet and mobile Internet have been rapidly popularized and widely used in recent years,which has created a good environmental condition for the birth of Internet finance.The rapid development of Internet finance is conducive to solving the problem of long-term SME loans,and at the same time providing consumers with fast financial services.In 2015,Premier Li Keqiang proposed the "Internet +" strategy,and the state promulgated a series of policies to support the development of the Internet industry.China's Internet finance has entered a period of rapid development.The development of Internet finance has affected the performance of commercial banks,and commercial banks are under pressure from Internet financial transformation.This paper uses case analysis and SWOT analysis to conduct research.The rapid development of Internet finance has had a huge impact on the operation of commercial banks.How commercial banks can enhance the competitiveness of banks through strategic transformation is a problem that commercial banks need to consider.This article takes the Jingdezhen Postal Savings Bank as an example and adopts the SWOT method.Analyze its opportunities and challenges,advantages and disadvantages,and explain the necessity of commercial banks in the Internet financial era.Then combined with the results of SWOT analysis,the direction and specific measures of the Internet finance transformation of Jingdezhen Postal Savings Bank were proposed.This paper consists of six parts: the first part is the introduction,which describes the research background,significance and method of this paper,and sorts out related research;the second part is literature review,combing the research status at home and abroad;the third part is an overview of Internet finance,expounding The definition,form and characteristics of internet finance,and the impact of internet finance on commercial banks,then the necessity of commercial bank transformation under thebackground of internet finance;the fourth part is the analysis of the business environment of Jingdezhen Postal Savings Bank,using SWOT analysis The opportunities and challenges,advantages and disadvantages faced by it;the fifth part is the suggestion part,combined with the previous analysis to propose the direction and suggestion of the transformation of Jingdezhen Postal Savings Bank;the sixth part is the conclusion,summarizing the full text.