Research On The Development Countermeasure Of Personal Banking Business Of L Bank Under The Background Of Internet Finance

In the context of the rapid development of Internet technology,Internet finance came into being.China's Internet finance sprouted at the end of the last century,but it has been slow to develop because of the constraints of Internet technology.In 2013,Internet financial products represented by “Yu E Bao” rose rapidly,and China officially entered the era of Internet finance.Internet finance has been widely welcomed by its unique advantages.The commercial banking market has been severely crowded.The intermediary role of traditional commercial banks in China has gradually declined,and its market position has been threatened.However,as a pillar of the national economy,commercial banks are related to the stability of the financial environment.Therefore,how to maintain the commercial bank's own market position in the context of Internet finance is an important topic worth studying.Based on the rapid development of Internet finance,this paper chooses L Bank Ningbo Branch as the research object,and obtains relevant data of commercial bank financial management and internet financial management through questionnaire survey,and uses data for statistical analysis and econometric analysis.The impact of Internet finance on the personal wealth management business of L Bank Ningbo Branch,and on this basis,formed policy recommendations for the development of personal wealth management business of L Bank Ningbo Branch.This paper is divided into six parts: The first chapter is the introduction,introduces the background of the development of personal finance business of Internet finance and commercial banks,puts forward the research significance of this paper,and builds the research framework of this paper.The second chapter is The literature review mainly introduces the research on the meaning and development of internet finance and personal banking business of domestic and foreign scholars.The third chapter is the theoretical basis and influence mechanism.It introduces the related theories of internet finance and commercial banks and the influence between them.The fourth chapter is empirical analysis.It analyzes the impact of Internet finance on personal wealth management business of commercial banks through the form of data obtained through questionnaires.The fifth chapter is policy recommendations,based on the research conclusions,proposes strategies for developing personal wealth management services of commercial banks.The sixth chapter is the lack of research and prospects.