Research On The Transformation And Development Of Commercial Banks Under The Background Of Internet Finance

In recent years,with the high-speed development of artificial intelligence,mobile Internet,cloud computing,big data and other technologies,the rapid development of Internet finance has caused a strong impact on the traditional business model of commercial Banks,and the original business philosophy,marketing strategy and operation model of commercial Banks are facing unprecedented challenges.At the same time,the development of Internet finance makes financial services ubiquitous,and the financial needs and behavioral habits of customers also change accordingly.Customers begin to pursue online,intelligent and diversified quick and convenient real-time services.In line with the development trend of Internet finance and the change of diversified and differentiated customer demands,the transformation of intelligent and digital outlets of commercial Banks is imminent.In this context,this paper focuses on the potential problems and transformation strategy of China's commercial bank outlets,especially agricultural bank.This paper takes the research status of the transformation of commercial bank outlets at home and abroad as the starting point,and bases on the function of bank outlets and the theories of bank outlets transformation,so as to lay a theoretical foundation for the follow-up research.Based on the concept and characteristics of Internet finance,this paper analyzes the impact of Internet finance on the asset business,liability business and intermediate business of commercial Banks.Taking H branch of agricultural bank of China as the case study object of outlets transformation,using the SWOT method,systematically analyzes the outlets development of internal strengths and weaknesses,external opportunities and challenges,and SWOT analysis matrix is established.The study found that influences currently faced by H branch of agricultural bank of China are the narrowing of deposit and loan spreads,the fierce inter-bank competition and the impact of Internet finance and so on,existing problems such as unreasonable layout and partition of outlets,low degree of intelligent hardware facilities,complicated and tedious business process,and the ability of marketing team to be improved.And the conclusion is drawn that innovation and reform in infrastructure,marketing services,business processes,product research and operation management should be carried out.On this basis,this paper puts forward the transformation of commercial bank outlets in fiveaspects of strategy recommendations,including optimization of outlets infrastructure,strengthening financial products innovation,reengineering the business process of outlets,improving the capacity of marketing service,strengthening the management of operational risk control and so on.Through the outlets transformation,in order to improve customer satisfaction,improve operational efficiency,reduce operating costs,expand living space,get new profit source.