A Research On The Transformation Of Commercial Bank Branches In The Internet Finance Era

With the continuous development of Internet technology,the mobile payment mode led by We Chat and Ali Pay is universal.Various serving products constantly spring up such as P2 P online lending,crowd funding and mobile e-commerce etc.Internet finance starts to gradually weaken main functions of commercial bank branches.The economic environment changes rapidly.Since 2015,Internet finance user coverage appears to be in a spurt of growth.Its convenient operation and low time cost change users' transaction habit.The customer flow and counter business volume in traditional bank branches drop sharply.As the fundamental mechanism of banks,branches are important places to contact customers and conduct product marketing.Its management advantage is under unprecedented shocks recently,which directly affects the overall management performance of banks.The conservative business philosophy,homogeneous service and relatively backward technical equipment in commercial bank branches cannot meet customer requirement in the new era.To adapt to heated market competition and gain continuous development in Internet finance era,it's extremely urgent for commercial bank branches to conduct transformation.This article firstly studies Internet finance development and commercial bank branches' transformation abroad and at home.Secondly,it compares the strengths and weaknesses of Internet finance and commercial bank branches,analyzes challenges and opportunities of commercial bank branches under the new situation,and points out the necessity for current branches to conduct transformation.Meanwhile,it takes the Agricultural Bank H branch as a practical case to conduct omni-bearing analysis on its current situation.It discovers problems in the branch,and combines with the thinking of Internet finance to design transformation plan.There are 4 goals in general: digitized operation mode,intellectualized work flow,convenient product positioning,and coordinated marketing thinking.Then it conducts transformation on the Agricultural Bank H branch according to main points in the plan,real time follows up the progress,and analyzes feedback data.Lastly,the theory and implementation effect of the actual case are combined to conclude.It hopes to provide some valid evidences for commercial bank branches in China to conduct transformation and development in the era of Internet finance.