Research On The Transformation Of Bank J Branch Y Under The Background Of Mobile Internet Finance

As a grass-roots organization of commercial banks directly facing and serving customers,business outlets have always been the main integrated platform for people to obtain important financial services such as fund settlement,consumer credit,financial advisory services and so on.But in recent years,with China's social and economic development and the opening of access conditions,the rise of more innovative local banks and the entry of foreign banks into the Chinese market,the competition among banks has become more intense.With the development of information technology and the popularization of mobile communication equipment,mobile finance has risen.Retail outlets of state-owned commercial banks,which used to occupy a huge market,are facing more and more challenges and pressures.Mobile Internet finance first challenges traditional settlement channels.WeChat payment,Alipay payment and Jingdong payment are gradually replacing traditional payment methods such as cash payment and POS card payment.Then,with a series of high flexibility led by balance treasure,at the same time,the revenue is much larger than the bank's demand or even regular financial products.Business management channels have also begun to shift from the past to online banking.Since 2013,the rapid development of mobile Internet finance has led to the reduction of profit margin and indirect increase of operating costs of bank outlets.Major banks have reduced their outlets one after another.From October to December 2017,326 business outlets in China were closed.How can we bring into play the greater value of business outlets and create higher profits in the current background?To survive in the fierce market competition,we must change the current operating mode of business outlets and accelerate the transformation and development.Firstly,this paper elaborates the relevant theoretical background of mobile Internet finance,the research status at home and abroad,and the basic overviexw of Bank J branch Y.It comprehensively uses theoretical analysis,data collection and empirical test to discuss the development status and challenges of the branch under the background of mobile Internet finance from the aspects of debt business,intermediary business and asset business,and to analyze the mobile Internet in recent years.The impact of financial development on the operation of the branch is to fully draw lessons from the successful transformation cases of commercial banks at home and abroad,and to point out the direction of transformation for Bank J branch Y.Finally,from the perspectives of optimization of human resources,re-positioning of outlet market and adjustment of functional layout,and positive transformation of marketing mode,it is proposed to enhance employees'comprehensive ability,change performance appraisal methods,release outlet manpower through"high-tech+intellectualization",remove and merge inefficient outlets,create pan-financial intelligent sensory outlet experience,innovate characteristic outlets,build integrated marketing team and A series of detailed transformation measures,such as direct selling bank,precise marketing using big data system,developing mobile bank and creating differentiated services,provide reference for J Bank Y Branch to cope with the financial impact of mobile Internet and realize the transformation and development.