Research On The Expansion Strategies On Internet Financial Business In Bank Of Beijing Changsha Branch

With the development of information technology,people’s production and life have been changed by the Internet and have an unnegligible impact.Internet finance has emerged at the historic moment.After experiencing the impact of the early Internet-based financing platform on its business,traditional commercial banks began to seek change,actively develop their own Internet financial business.The research on the expansion strategy of Internet finance business of Bank of Beijing Changsha Branch is of positive significance for realizing the innovation and transformation of traditional commercial banks and protecting the healthy development of Internet financial services.Bank of Beijing Changsha Branch is a Sino-foreign joint-venture joint-stock commercial bank,which performs well in various urban commercial banks in Hunan.It positions digital transformation as the core strategy of enterprise development.The Internet finance of the Bank of Beijing Changsha Branch has made certain achievements in its retail business,personal loan business,company business and other aspects,but it mainly relies on the products and technologies of the head office,and still has certain shortcomings and room for improvement in terms of its own business innovation level,customer experience,system and facility guarantee.Through the analysis of the internal and external environment of the development of Internet financial business in Changsha Branch of the Bank of Beijing and its SWOT analysis,it can be seen that its Internet financial business has the development advantages of supporting the head office’s big data platform,improving organizational structure,and continuously optimizing the allocation of scientific and technological resources of the bank.It is facing the development opportunities of accurate and differentiation of financial supervision policies,more open and transparent regulatory processes,and the continuous progress of Internet of Things technology to bring new vitality to the market.At the same time,there are also development threats that the total asset scale is not superior than that of large and medium-sized state-owned banks,poor customer product experience,conflict between risk control concepts and customer service concepts,increased replacements for products and services,and intensified industry competition.According to this,the development of Internet financial business in Changsha Branch of the Bank of Beijing must first implement target management,clarify long-term and short-term strategic goals,play steadily,and promote transformation.Secondly,the service level can be improved by improving personalized service ability,strengthening service advantages for high net worth customers and realizing service upgrading of branches.Thirdly,innovation of payment services and asset products should be strengthened to meet market and customer needs.Pay attention to the coordinated development of online and offline,strengthen the cooperation between online and offline channels to improve customer experience,and enhance the brand effect through online and offline integration.In addition,it is necessary to improve the existing business process,optimize the overall business process,risk control process and internal management process,and improve their own management level.At the same time,strengthening organizational guarantee,talent guarantee,science and technology guarantee and risk control guarantee will escort the healthy development of Internet finance business of Bank of Beijing Changsha Branch.The research on the expansion strategy of Internet financial business of the Bank of Beijing Changsha Branch not only makes an in-depth analysis of the development status of the Bank of Beijing Changsha Branch,but also discusses the internal and external environment of the development of Internet financial business in detail,and puts forward a series of development strategies in a targeted way.This study is close to the actual situation of enterprises and uses scientific analytical means to giving useful advice for the Internet financial development business of Bank of Beijing Changsha Branch,and has certain reference value for the development and innovation of Internet financial business of traditional commercial banks.