Research On Transformatioan Of Bank Network Under The Background Of Internet Finance

In the current era of "terminal victory,channel for the king",the number of financial services channels,the degree of perfection,operational efficiency and integration,in a long time will be the core elements affecting the competitiveness of banks.Especially with the rapid rise of Internet finance in recent years,Alibaba,Tencent and other Internet enterprises entering the field of mobile payment and Internet finance,the scene-based iterative upgrading of customer financial consumption demand leads to the transfer of trading habits,as well as the increasingly fierce competition in the same industry,the integration and reconstruction of financial services channels become.All commercial banks consolidate and enhance their advantageous position in the new competition pattern.From the experience of the financial industry at home and abroad,physical outlets are still the foundation of the channels of commercial banks.They still play an important role in meeting the individualized and differentiated needs of customers,especially middle and high-end customers.Their operation level and service marketing ability will still be the key factors to determine customer satisfaction and loyalty.At the same time,Internet finance has brought about the trend of service scenario,which makes the bank channel migrate to the Internet more and more obvious.Online channel has become an important carrier for commercial banks to get customers,live customers and sticky customers.Major commercial banks at home and abroad have introduced advanced theories such as service profit chain,new network doctrine,long tail economy,etc.to accelerate channel integration around customer needs and experiences,from single service channel to multi-service channel,from channel conflict to channel coordination,channel reengineering and integration have become the current general trend of banking.Based on the overall development strategy of GS Bank,this paper analyzes the current situation and existing problems of channel construction of Yunnan GS Bank,analyzes the motivation and principles of channel optimization of commercial banks in combination with the characteristics of Internet finance,and reveals the channel transformation under the background of Internet finance by analyzing the online and offline channels of Yunnan GS Bank.T-logic puts forward the objectives and paths of channel optimization for commercial banks in the Internet financial era,focusing on "repositioning and optimization of physical channels","defining the Internet financial strategy","tamping the technical framework to support channel transformation" and "online and offline integration","innovation channel extension" and "innovation scenario construction".This paper analyzes and expounds the channel optimization strategies of commercial banks from nine aspects,and puts forward specific measures and implementation suggestions for deepening the channel transformation and optimization of banks in the future in order to speed up the implementation process of on-line and off-line integrated service strategy and win the victory of seizing and maintaining financial innovation in the Internet era.Highlights provide strong support to build a new customer management relationship that integrates online and offline customer acquisition,customer acquisition and sticky customer,and enhance the core competitiveness of businesses in an all-round way.