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摘要
随着我国互联网金融的不断发展，数字化的浪潮正在极大的改变着经济的运行模
式，大数据、云计算、人工智能等数字化技术正如火如荼的发展。城市商业银行在这场
金融行业的变革中发挥着不可代替的作用，商业银行要从战略层面高度重视其数字化转
型的定位，运用金融科技和数字思维进行业务流程和业务产品的重塑，加快落实数字化
转型的层层推进。通过新的思维、模式以及平台，从而带动商业银行零售业务数字化转
型的结构优化和提质增效。数字化转型是科技和金融相结合的产物，是互联网金融时代
提升客户服务能效的重要手段，商业银行的零售业务数字化转型也必须符合互联网发展
的规律，努力迎合客户需求，总的来说，商业银行的零售业务数字化转型是商业银行发
展的大趋势。
本文通过介绍互联网金融的概念特征和发展趋势，借鉴国内外相关研究现状，互联
网金融发展对商业银行尤其是城市商业银行的影响，结合 Z银行零售业务发展现状，提
出了零售业务转型过程中存在的问题。在研究过程中依据金融创新理论和长尾理论，并
且采用访谈法总结出问题。基于 PEST，SWOT分析等对 Z城市商业银行零售业务数字
化转型的环境进行分析，介绍在互联网金融背景下 Z城市商业银行零售业务数字化转型
战略分析，进而提出数字化转型的具体措施和保障。通过此次研究，可以对其他商业银
行在互联网金融背景下如何开展城商行业务以及零售业务数字化转型升级中拓展的相
关互联网金融产品的应用，具有很重要的指导意义，同时也对我国互联网金融健康发展
带来一定的现实意义。
关键词：互联网金融；商业银行；零售业务；数字化转型
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ABSTRACT
With the continuous development of China's Internet finance, the wave of digitalization is greatly
changing the operation mode of the economy, and digital technologies such as big data, cloud computing
and artificial intelligence are in full swing. City commercial bank plays an irreplaceable role in the reform
of financial industry. Commercial Banks should attach great importance to the positioning of its digital
transformation from strategic level, the use of financial technology and digital thinking for the redesign of
business processes and business products, accelerate the implementation of the digital transformation of
layer upon layer, through the new mode of thinking, as well as platform, thus promote the retail business of
commercial bank the structure optimization of digital transformation and the mass transfer efficiency.
Digital transformation is the combination of science and technology and financial product, is the Internet
financial times important means of improving customer service efficiency, the retail business of
commercial Banks must also comply with the rules of the development of the Internet, digital
transformation efforts to cater to the needs of customers, in general, the retail business of commercial
Banks digital transformation is big trend in the development of commercial Banks.
By introducing the concept, characteristics and development trend of Internet finance, referring to
relevant research status at home and abroad, the impact of Internet finance development on commercial
banks, especially urban commercial banks, combined with the development status of Z Bank's retail
business, this paper proposes the problems existing in the process of retail business transformation. In the
research process, according to the financial innovation theory and the long tail theory, and use the interview
method to summarize the problem. Based on PEST and SWOT analysis, the paper analyzes the
environment of digital transformation of retail business of Z city commercial banks, introduces the strategic
analysis of digital transformation of retail business of Z city commercial banks in the context of Internet
finance, and then puts forward specific measures and guarantees for digital transformation. Through this
study, it has very important guiding significance for other commercial banks in the context of Internet
finance how to carry out urban business and the application of related Internet financial products expanded
in the digital transformation and upgrading of retail business, and also brings certain practical significance
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