Research On The Development Of Personal Finance Business Of D Commercial Bank Under The Background Of Internet Finance

In recent years,with the rapid development of Internet finance,financial intermediaries which can be separated from the traditional ones have gradually formed.The operating cost of Internet finance is much lower than that of traditional financial industry.Internet financial products have attracted a large number of investors due to their advantages of "low investment threshold,high yield,convenient and better service experience",which has impacted the personal financial business of commercial banks.Therefore,domestic and foreign commercial banks are increasing the use of the Internet to develop personal financial services,in order to help customers achieve the goal of buying financial products at home,and promote the development of local economy,but in the process of development,commercial banks still have many problems.Based on the research on the impact of the rapid development of Internet Finance on the development of personal financial services of commercial banks,this thesis takes D commercial bank as the research object to improve its personal financial services development countermeasures.First of all,this thesis briefly introduces the relevant situation and organizational structure of D commercial bank,and analyzes the development status of personal financing business of D commercial bank.Secondly,by using the methods of interview and questionnaire survey,this thesis makes a questionnaire survey on the personal financing business of commercial bank D,and summarizes the problems and reasons existing in the development of personal financing business of commercial bank D,such as the lack of differentiation in product design,the lack of competitiveness in product income,the lack of difference in product price,the single form of customer acquisition channel,the lack of competitiveness in product income,the lack of diversity in product price,and the lack of diversity in the development of personal financing business of commercial bank D Lack of effective marketing methods.Thirdly,using PEST analysis method and five forces model analysis method,this thesis analyzes the competitive environment of D commercial bank’s personal financing business development,and makes clear the opportunities and challenges of D commercial bank’s personal financing business development.Then,it defines the development goal and path of personal finance business of D commercial bank,and puts forward the development countermeasures from the following aspects: subdividing the personal finance business market,strengthening the brand construction of financial products,innovating the pricing mode of products,innovating the marketing means of financial products,broadening the marketing channels of products,etc Strengthen the construction of talent team to provide support.