Competitive Strategy Of Bank A's Personal Financial Business Under The Background Of Internet

In recent years,with the rapid development of Internet finance,the management mode and channels of traditional financial business have changed greatly.The traditional business channels of commercial banks have been effectively expanded.At the same time,they are also facing the competitive threat of financial disintermediation.Traditional business is facing enormous challenges in its development.Bank A is an independent legal person county financial institution in Yunnan Province.Since 2016,it has attached great importance to the development of personal financial business.It has set up a personal loan center,which has concentrated 55 people to specialize in personal loan marketing.Although it has made rapid development,the scale of personal loan has tripled in three years,and it has formed a situation of equal distribution with enterprise loan,but due to personal funds.In order to keep pace with the development of the market in the current environment,it is necessary to innovate and realize business transformation.Based on this,under the background of Internet finance,this paper takes Bank A as a case to analyze and study the competition strategy of its personal financial business.This paper sufficiently combines the current background of Internet finance development,under the guidance of relevant theories of enterprise strategic management,takes Bank A as an example,summarizes the development status of its personal business,uses PEST and SWOT analysis methods to analyze the internal and external environment of Bank A,finds out the development opportunities,threats,advantages and disadvantages of its personal financial business,and chooses to formulate corresponding competitive strategies and safeguards according to the analysis results.Barrier measures.The main conclusion of this paper is: Under the Internet finance,the current development of personal financial business of Bank A is still not ideal.The bank must resolutely implement a differentiated competitive strategy and fully reflect the differences in customers,products,technology and channels.Competitive strategy,resolutely implement integrated network transformation,improve the service quality and efficiency of outlets,According to the different needs of different customer groups,to work out for action of products and services so as to realize differentiation of product development and service,on this basis same time improve the service radius of outlets,strengthen technical support,enhance the comprehensive quality of personnel,and multi-channel Get customers,thus promoting the sustained and rapid development of personal financial business.