摘要 经济的快速发展和居民收入的日渐提高使得个人理财业务在我国得到了空 前的发展，而商业银行作为个人理财服务的主要提供者，在这一进程中的重要性 也变得不言而喻。作为银行零售业务不可或缺的一部分，个人理财业务也是在商 业银行的发展过程中分量越来越重。随着互联网金融的出现、发展与成熟，撼动 着商业银行在个人理财及金融服务方面的主导地位的同时给商业银行的个人理 财业务带来了翻天覆地的变化。比起传统商业银行个人理财业务，互联网金融在 理财方面的优势主要有认购起点低、收益率较高、方便灵活等。正因为如此，获 得了广大投资者的喜爱，较快的占领了市场，给商业银行业务带来不同程度的冲 击。 本文的主要内容也是分析在这个互联网金融蓬勃发展的大环境下，互联网 金融与传统金融的相互作用与影响。面对互联网金融给商业银行个人理财业务 所带来的影响，商业银行想要实现可持续性的发展所需做出的调整与变革。招商 银行在商业银行中整体实力较为突出，其个人理财业务发展也较为成熟，所以选 择以招商银行作为案例进行分析。本文运用SWOT 分析法重点对互联网金融背 景下的招商银行个人理财业务所处的现状进行分析，对其所拥有的优势、劣势以 及面临的挑战和机遇进行了探究，从而发现招商银行在互联网金融大背景下亟 需解决的问题，并且针对所面临的问题，提出了针对个人理财业务发展的具体策 略。由于招商银行个人理财业务在同行业中整体实力比较突出，其发展过程中存 在的问题其他商业银行同样可能会碰到，因此本文主要总结一家银行发展中的 经验教训，找到其共性存在的问题，总结出招行已经得到的经验教训，希望能够 给到我国其他商业银行在业务发展方面以启示，得出的结论及对策主要如下：一 是互联网理财拓展了传统商业银行个人理财业务的边界，从客户和资金两个维 度给商业银行带来了机遇，未来普惠金融是财富管理的发展方向，因此商业银行 应当重新构建客户的服务体系，发展普惠金融。二是互联网理财改变了人们传统 的理财观念和模式，同时也带走了许多银行存款和银行理财客户，同时使得银行 间的竞争加剧。三是商业银行在发展过程中虽然面临着很多挑战，但是互联网的 发展带来的机遇也是巨大的，商业银行应当认真分析自身的优势和劣势，利用互 联网发展所带来的大数据、云计算等先进技术，明确自身的战略定位，从获取新 摘要 客户、维护老客户、产品创新、系统升级、加强人员队伍建设等方面深入推进业 务模式转型，发挥自身优势，利用品牌效应，增加客户信任感和忠诚度，为客户 提供个性化综合性服务。 本文的创新之处主要在于以一名曾经的金融从业者的身份，对当前互联网 金融背景下商业银行个人理财业务进行研究，对解决当前比较急迫的商业银行 个人理财业务变革提出一些指引和借鉴意见，具有较高的商业价值。 展望未来，我们一直处于大变革的时代，经济运行整体平稳，但是稳中有变。 金融市场各类风险接连暴露，资管新规大背景下对资管行业的监管更加严格。随 着互联网对我们生活的影响越来越大，客户对用户体验和服务质量提出更为苛 刻的要求，互联网金融与传统金融之间以及商业银行间的竞争都在加剧，商业银 行应当积极接受变化，抓住金融科技带来的机遇，推动商业银行业务模式变革。 互联网金融不是作为传统银行理财的对立面而存在的，它是传统商业银行个人 理财业务的线上延伸，商业银行与互联网金融应当互相取长补短，互相促进，共 同发展，一起致力于更好的为客户提供金融服务，提高社会的资源配置效率。 关键词：互联网金融 商业银行 个人理财 SWOT分析 Abstract Abstract The rapid economic development and the increasing income of residents have resulted in unprecedented development of personal wealth management services in my country, and commercial banks as the main providers of personal wealth management services have become self-evident in this process. As an indispensable part of the bank's retail business, personal wealth management business is also becoming more and more important in the development of commercial banks. With the emergence, development and maturity of Internet finance, it has shaken the leading position of commercial banks in personal wealth management and financial services, and it has brought tremendous changes to the personal wealth management business of commercial banks. Compared with the traditional wealth management business of traditional commercial banks, the advantages of Internet finance in terms of wealth management mainly include a low subscription starting point, a high yield rate, and convenience and flexibility. Because of this, it has won the favor of the majority of investors and quickly occupied the market, bringing varying degrees of impact to the commercial banking business. The main content of this article is also to analyze the interaction and impact of Internet finance and traditional finance in this booming environment of Internet finance. Faced with the impact of Internet finance on the personal wealth management business of commercial banks, commercial banks need to make adjustments and changes to achieve sustainable development. The overall strength of China Merchants Bank in commercial banks is relatively prominent, and its personal wealth management business is also relatively mature, so we chose China Merchants Bank as an example for analysis. This article uses SWOT analysis to focus on the current situation of China Merchants Bank’s personal wealth management business in the context of Internet finance, and explores its advantages, disadvantages, and challenges and opportunities it faces. Under the background, the problems that need to be solved urgently, and for the problems faced, put forward specific strategies for the development of personal Abstract financial services. As the overall strength of China Merchants Bank’s personal wealth management business in the same industry is relatively prominent, the problems in its development process may also be encountered by other commercial banks, so this article mainly summarizes the experience and lessons of a bank’s development and finds the common problems. Summing up the experience and lessons learned by China Merchants Bank, I hope it can give other commercial banks in China business inspiration. The conclusions and countermeasures are mainly as follows: First, Internet wealth management has expanded the boundaries of traditional commercial bank personal wealth management business, from customers The two dimensions of capital and capital have brought opportunities to commercial banks. In the future, inclusive finance is the development direction of wealth management. Therefore, commercial banks should rebuild the customer service system and develop inclusive finance. The second is that Internet wealth management has changed people's traditional wealth management concepts and models. At the same time, it has also taken away many bank deposits and bank wealth management customers, while intensifying competition among banks. Third, although commercial banks are facing many challenges in the development process, the opportunities brought by the development of the Internet are also huge. Commercial banks should carefully analyze their own advantages and disadvantages and use the big data and cloud computing brought by the development of the Internet. Advanced technology, clear own strategic positioning, in-depth promotion of business model transformation in terms of acquiring new customers, maintaining old customers, product innovation, system upgrades, and strengthening the construction of personnel teams, taking advantage of its own advantages, using brand effects to increase customer trust and loyalty Degree, to provide customers with personalized comprehensive services. The innovation of this article is mainly to research the personal financial services of commercial banks under the background of Internet finance as a former financial practitioner, and to provide some guidelines and suggestions for solving the urgent changes in personal financial services of commercial banks. , With high business value. Looking into the future, we have been in an era of great changes. The overall economic operation is stable, but the stability has changed. Various risks in the financial Abstract market have been exposed one after another, and the supervision of the asset management industry has become more stringent under the background of the new asset management regulations. With the increasing influence of the Internet on our lives, customers have put forward more stringent requirements on user experience and service quality, the competition between Internet finance and tradition