Research On The Development Strategy Of Personal Loan Business Of Chengdu Branch Of X Bank In The Era Of Internet Finance

With the development and application of advanced technologies such as Mobile Network and cloud computing,it brings huge development potential to all walks of life,including the financial field.Different types of financial products have been derived.With their technological advantages and high efficiency,Internet financial companies have brought more convenient and diversified financial products to their customers,making their financial consumption habits change gradually,in particular,Internet personal loans,payment companies,Internet enterprises and e-commerce platform companies have started and rapidly expanded their personal financing business,and solved many problems for many individuals and small and micro enterprises,more and more young users begin to flow from the traditional financial business to the Internet financial field,which brings a greater challenge and threat to the traditional business operation of commercial banks.As the key business of commercial banks,personal loan business has been strongly impacted.The rise of Internet finance makes the traditional finance face a huge challenge,which changes the strategic direction,competitive situation and winning factors of the traditional finance in a certain sense.In this context,this paper is based on the individual loan business of Commercial Banks(hereinafter referred to as "individual loan business"),taking the Chengdu Branch of bank x as an example,using the methods of literature analysis,comparative analysis,PEST analysis and SWOT analysis,etc.,comparing it with the online loan business of Internet enterprises,and analyzing the positive and negative effects of the Internet on the traditional individual loan business of commercial banks,as well as their respective advantages and disadvantages,put forward the optimized measures for the development strategy of the individual loan business of bank x Chengdu branch in the Internet Financial Times,mainly including the strategic objectives and ideas,the strategic choice,the strategic implementation,etc.,the implementation of the strategy includes the following measures:(1)innovation of Internet Finance Practices;(2)implementation of digital transformation measures;(3)implementation of business transformation measures;(4)implementation of marketing measures.The security measures for the optimization strategy are as follows:(1)organizational security;(2)Human Resources Security;(3)establishing an effective risk management mechanism;(4)improving the on-line wind control system.For Bank X,the research of this paper is to seek the innovation of individual loan business in the Internet field,in order to reduce the impact of the Internet financial tide on itself,not only to meet the times,but also to enhance its competitive advantage,to defend its traditional market position.It provides a theoretical reference for the development of individual loan business of Chinese commercial banks.