On The Development Strategy Of Personal Loan Business Of A Commercial Bank In The Context Of Internet Finance

At present,commercial bank in China has initially formed internet finance advantage,it greatly promotes reform and innovation activities in this field,continually develop research activities of internet finance activities such as mobile bank,E-bank etc.We can use internet,vast users can effectively and efficiently manage relevant personal loan activities.It needs to be noted that decrease in industry entrance has generated plenty of internet finance enterprises,at the same time of occupying market share;it takes up the profit space of traditional commercial bank.As times goes by,Chinese finance business will ruffle again.For this,if traditional commercial bank wants to survive in the fierce market competition,it must form correct idea and acknowledgement without being eliminated,it has to deepen its strength,actively emerges into internet fiancé trend,especially for personal loan business,it must quickly complete innovation in management model and enhance user satisfaction and acknowledgement.Under the high-speed improvement and popularization background,this paper combines with concrete case of A bank,it makes deep and complete research on development state and existing problems if personal loan business.On the basis of referring to research literature and scholar works,it makes investigation on market share and risk control of personal loan business.At the same time,SWOT and other analytical models are used to study and analyze the related data of traditional commercial banks' personal loans and Internet financial industry.It puts forward complete and objective investigation,as well as personal loan development strategy of A bank,countermeasure and suggestion in the new period,which mainly including optimizing human resources management,emphasizing internet finance business transformation,building internet marketing system,implementing good risk management,strengthening informatization development.It is hoped that this study can provide help for the development of individual loan business of commercial banks in China,provide theoretical support for the transformation of business model of traditional commercial banks,and provide useful reference for the innovative development of traditional financial industry.