互联网背景下我国商业银行个人理财业务发展对策研究

互联网背景下我国商业银行个人理财业务存在的问题及对策分析摘要随着互联网技术的不断发展，商业银行的各项业务在一定程度上受到了影响，特别是在“互联网+”的发展背景下，相继推出了各类互联网产品如余额宝等，这对于商业银行而言，无疑产生了巨大的冲击，尤其在个人理财方面，影响更加突出。长期以来，商业银行在促进我国社会经济的发展过程中发挥了非常重要的作用，且在互联网金融未普及之间，商业银行的个人理财产品在整个金融市场上一直占据着主导地位：但随着互联网技术的发展，互联网金融诞生并得到了快速发展，这对于商业银行而言无疑是一次重大的冲击与挑战。因互联网产品具有收益率高、投资门槛低等特点，不仅吸引了大量投资者，而且也在一定程度上对商业银行的个人理财业务形成了威胁，因此，对于商业银行而言，急需改善这一窘况显得尤为重要。鉴于此，商业银行应高度重视并时刻关注整个互联网金融的发展趋势，并以此为基础，积极探索并创新其产品结构、服务模式、营销理念、个人理财业务管理模式等，提高产品质量与服务品质，进而为商业银行的未来发展营造适良好的环境。笔者以此为研究方向，在详细阐述我国商业银行发展现状的基础上，对互联网金融对商业银行产生的影响进行了系统分析，并找出影响商业银行发展的主要问题，进而提出相应的改进措施，这对于进一步推动商业银行快速、健康、稳定发展具有一定的积极作用与实践意义。关键词：互联网理财：商业银行：理财产品：个人理财业务-I-Analysis on the problems and countermeasures of personal financebusiness of commercial banks in China under the background of InternetAbstractWith the continuous development of Internet technology,the commercial Banks in allkinds of business are affected to some extent,especially under the background of thedevelopment of the "Internet +"successively introduced all kinds of Internet products,such as balance of treasure for the commercial Banks,this undoubtedly has a huge impact,especially in terms of personal finance,influence more prominent.for a long time,commercial banks have played a very important role in promoting the development ofChinas social economy,the personal financial products of commercial banks have alwaysoccupied a dominant position in the whole financial market,but with the development ofInternet technology,Internet finance has been born and developed rapidly,this isundoubtedly a major impact and challenge for commercial banks.As Internet productshave the characteristics of high yield and low investment threshold,they not only attract alarge number of investors,but also,to a certain extent,pose a threat to the personalfinancing business of commercial banks.Therefore,for commercial banks,the urgent needto remedy this predicament is particularly important.In view of this,commercial banksshould attach great importance to and always pay attention to the development trend of theentire Internet finance,and on this basis,actively explore and innovate their productstructure,service model,marketing concept,personal finance business management model,etc.improve product quality and service quality,and then for the future development ofcommercial banks to create a good environment.Taking this as the research direction,onthe basis of expounding the current situation of the development of commercial banks inChina,the author makes a systematic analysis of the impact of Internet finance oncommercial banks,and finds out the main problems that affect the development ofcommercial banks,and then put forward the corresponding improvement measures,whichfurther promote the rapid,healthy and stable development of commercial banks have acertain positive role and practical significance.Key Words:Internet financing;Commercial banks;Financing products;Personalfinancing businessII-目录摘要IAbstract…一、绪论(一)研究背景(二)研究目的与意义…(三)研究思路与研究内容…1二、理论基础与文献综述.…3（一)）相关理论…3(二)研究综述….