Studies on the Marketing Strategies of Commercial Banks in the Context of Internet Finance

In recent years, Internet technology is continuously developed, and its impacts on financial industry have become more and more profound. Developing internet finance has gradually become an emerging industry, and it is greatly impacting the traditional commercial banking industry. Commercial banks must adapt to the new environment and constantly change to ensure market competitiveness. In this paper, we discussed the development status of Internet finance in China and its impact on commercial banks, and further analyzed the ability of commercial banks to cope with Internet finance. Furthermore, we investigated marketing problems of commercial banks in the Internet context, and a series of coping strategies were proposed.