Research On The Operation Transformation Of Binhai Rural Commercial Bank Under The Background Of Internet Finance

In recent years,with the continuous development of Internet finance,many new financial service models and product have emerged.The new financial service model not only enables customers to enjoy convenient and fast financial services without traditional business branch,but also provides Internet financial products with simple and convenient business processes.In addition,its business restriction entrance is lower than other,product design can meet most of the customers with financial needs,no longer only for high-quality customers.Therefore,after the rise of Internet finance,the operation of traditional commercial banks has been greatly impacted and challenged.It is mainly reflected in the diversion of traditional banking and customer resources by Internet finance.Therefore,under the influence of the Internet financial background,how to seize the development opportunities brought by the Internet financial technology and realize business transformation is a difficult problem faced by all commercial banks.Among them,small and medium-sized commercial banks are facing more urgent business transformation situation,because the small and medium-sized commercial banks are impacted and affected more severely by the problems of low registered capital,small scale,less customer resources and single profit modelFirstly,this study introduced the basic theory and defines the definition and development of Internet finance.Secondly,this study summarized the research results of Internet finance theory at home and abroad.Thirdly,this study outlined the strategic management theory and transformation theory of enterprises.As a special enterprise,commercial banks are also applicable to the strategic management logic and land transformation management of enterprises.Under the background of Internet finance business and technology development,the business models and products of traditional commercial banks are increasingly unable to adapt to future development trends.Based on the above theory,this study take the behavior of Tianjin Binhai Rural Commercial Bank Corporation as research object.As the Tianjin Binhai Rural Commercial Bank Corporation is a joint-stock commercial bank developed on the basis of rural credit cooperatives.By analyzed the problems existing in Tianjin Binhai Rural Commercial Bank Corporation in the context of internet finance,the necessity of its business transformation is introduced.Secondly,according to the market positioning and external economic and technological environment of Tianjin Binhai Rural Commercial Bank Corporation,indicated the direction and development trend of its future business transformation,including the development of inclusive finance and digital finance,and the use of Internet financial technology for product innovation and business integration,channel expansion,financial scenes,etc.so that all customers with financial needs can enjoy equal and indifferent financial services.Finally,according to the business transformation strategy of Tianjin Binhai Rural Commercial Bank Corporation in the past two years,this study analyzed its merits and shortcomings in the transformation measures under the background of Internet finance.In this study,we finally made specific recommendations for the steady transformation of Tianjin Binhai Rural Commercial Bank Corporation based on the business conditions,market positioning and financial technology of Tianjin Binhai Rural Commercial Bank Corporation.First,clarified the path of business transformation.This study mainly focused on three aspects:strengthening business integration,platform construction and changing marketing mode.Secondly,this study clarified the relevant basic protection strategies for business transformation,including adjusting and optimizing the organizational structure,attaching importance to scientific and technological development,accelerating the construction of the talent system,and strengthening risk management.