摘要
当今世界，随着互联网技术的不断发展，人们对互联网的依赖也越来越大，
互联网也开始与各行各业不断的融合，互联网化的日常生活给人民提供了前所未
有的便捷和满足感，以P2P、三方平台支付和理财等为主的互联网金融模式应运
而生，互联网金融以其“随时、随地、高效、便捷”的运营模式，迅速的改变了
原有传统金融机构服务模式，快速吸引了一大批传统金融机构客户，以支付宝和
微信为代表的三方支付抢占了银行的支付业务，以小额信贷公司为主的信贷机构
更是抢占了银行的垄断格局，互联网金融与金融业的竞争格局日渐激烈，对商业
银行传统零售业产生了较大的冲击和影响，一是迅速挤占了传统商业银行的零售
业务市场份额，二是降低了传统金融客户的粘性和忠诚度，分流了原有客户，三
是降低了传统商业银行的利润水平，迫使银行进入到了微利时代。为了应对互联
网金融的冲击，各家商业银行也开始研究互联网金融模式，研究如何与其融合共
生，树立互联网金融运作模式和思维模式，谋求金融创新，推出线上支付、网上
商城、科技金融产品等，寻求新的利润增长点。在这个背景下，研究商业银行如
何实施零售业务转型也具有十分重要的意义。
目前，面对互联网金融的冲击，各大商业银行纷纷进行业务转型，探索高质
量快速发展之路。本文基于此背景，以G银行周口分行为例，通过介绍G银行周
口分行的零售业务的发展现状，分析存在的问题及其形成的原因，从而研究G
银行周口分行零售业务如何在互联网金融背景下进行业务转型和创新发展，培育
核心竞争力，抢占市场份额，满足消费者更高质量和更低成本的服务需求，就成
为了当前重中之重的一项工作，也是维持商业银行可持续稳健发展的重要条件。
本文通过对相关文献资料的收集和学习，对从业人员的访谈，对G银行周口
分行的零售业务经营数据的分析，利用银行平台理论、金融脱媒理论等相关知识，
分析G银行周口分行目前存在的问题，提出转型发展目标、原则和思路，并从客
户、产品、渠道、才人、风控等方面提出转型的意见和建议，制定具体实施计划,
为全面实现零售业务成功转型出谋划策。最后，为促进零售业务转型方案的顺利
实施，提出相应保障措施。
关键词：互联网金融；商业银行；零售业务；转型策略
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Abstract
In today's world, with the continuous development of Internet technology, people
are more and more dependent on the Internet, and the Internet has also begun to
integrate with all walks of life. The daily life of the Internet provides people with
unprecedented convenience and satisfaction. The Internet finance model based on P2P,
tripartite platform payment and financial management arises at the historic moment,
and Internet finance is characterized by its "anytime, anywhere, anywhere" The
operation mode of "anywhere, high efficiency and convenience" has changed the
traditional financial institutions' service mode rapidly, and attracted a large number of
traditional financial institutions customers. The three party payment represented by
Alipay and WeChat seized the bank's payment business. The credit institutions
dominated by microfinance companies also seized the monopoly pattern of banks.
The increasingly fierce competition between Internet Finance and the financial
industry has a great impact on the traditional retail business of commercial banks.
First, it has rapidly occupied the market share of the retail business of traditional
commercial banks; second, it has reduced the stickiness and loyalty of traditional
financial customers, diverted the original customers; third, it has reduced the profit
level of traditional commercial banks, Forced the bank into the era of low profit. In
order to cope with the impact of Internet finance, commercial banks have also begun
to study the Internet financial model, how to integrate with it, establish the Internet
financial operation mode and thinking mode, seek financial innovation, launch online
payment, online mall, science and technology financial products, and seek new profit
growth points. In this context, it is also of great significance to study how commercial
banks implement retail business transformation.
At present, in the face of the impact of Internet finance, major commercial banks
have carried out business transformation to explore the road of high-quality and rapid
development. Based on this background, taking Zhoukou branch of G bank as an
example, this paper introduces the development status of the retail business of
Zhoukou branch of G bank, analyzes the existing problems and their causes, so as to
study how the retail business of Zhoukou branch of G bank can carry out business
transformation and innovative development under the background of Internet finance,
cultivate core competitiveness and seize market share, To meet the needs of
consumers for higher quality and lower cost services has become a top priority, and
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