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AnalysisontheproblemsandcountermeasuresofpersonalfinancebusinessofcommercialbanksinChinaunderthebackgroundofInternetAbstractWiththecontinuousdevelopmentofInternettechnology,thecommercialBanksinallkindsofbusinessareaffectedtosomeextent,especiallyunderthebackgroundofthedevelopmentofthe"Internet+",successivelyintroducedallkindsofInternetproducts,suchasbalanceoftreasureforthecommercialBanks,thisundoubtedlyhasahugeimpact,especiallyintermsofpersonalfinance,influencemoreprominent.foralongtime,commercialbankshaveplayedaveryimportantroleinpromotingthedevelopmentofChinassocialeconomy,thepersonalfinancialproductsofcommercialbankshavealwaysoccupiedadominantpositioninthewholefinancialmarket,butwiththedevelopmentofInternettechnology,Internetfinancehasbeenbornanddevelopedrapidly,thisisundoubtedlyamajorimpactandchallengeforcommercialbanks.AsInternetproductshavethecharacteristicsofhighyieldandlowinvestmentthreshold,theynotonlyattractalargenumberofinvestors,butalso,toacertainextent,poseathreattothepersonalfinancingbusinessofcommercialbanks.Therefore,forcommercialbanks,theurgentneedtoremedythispredicamentisparticularlyimportant.Inviewofthis,commercialbanksshouldattachgreatimportancetoandalwayspayattentiontothedevelopmenttrendoftheentireInternetfinance,andonthisbasis,activelyexploreandinnovatetheirproductstructure,servicemodel,marketingconcept,personalfinancebusinessmanagementmodel,etc.,improveproductqualityandservicequality,andthenforthefuturedevelopmentofcommercialbankstocreateagoodenvironment.Takingthisastheresearchdirection,onthebasisofexpoundingthecurrentsituationofthedevelopmentofcommercialbanksinChina,theauthormakesasystematicanalysisoftheimpactofInternetfinanceoncommercialbanks,andfindsoutthemainproblemsthataffectthedevelopmentofcommercialbanks,andthenputforwardthecorrespondingimprovementmeasures,whichfurtherpromotetherapid,healthyandstabledevelopmentofcommercialbankshaveacertainpositiveroleandpracticalsignificance.KeyWords：Internetfinancing；Commercialbanks；Financingproducts；Personalfinancingbusiness目录摘要.....................................................................................................................................IAbstract.....
