伴随以互联网、大数据、云计算等为代表的科技发展,原来银行居于优势地位的金融零售业务正在接受来自多个领域的挑战,如第三方支付、互联网融资平台以及电子商务平台。而这种扁平结构和大众化的互联网金融正在逐渐消融金融行业的壁垒,通过信息技术的优势,大幅减少交易成本,减少信息的不对称性,提升交易效率。商业银行面临来自这些成为金融领域的一股有力的力量。本文从产品层面、服务层面以及流程层面论述商业银行如何通过互联网金融进行零售业务营销服务转型创新。 With the development of science and technology represented by the Internet, big data and cloud computing, the financial retail business, which used to be the dominant bank, is facing challenges in many fields such as third-party payment, Internet financing platform and e-commerce platform. However, this flat structure and popular Internet finance are gradually melting the barriers of the financial industry. Through the advantages of information technology, the transaction cost is greatly reduced, the information asymmetry is reduced, and the transaction efficiency is enhanced. Commercial banks face a powerful force from these into the financial sector. This article from the product level, service level as well as the process level discusses how the commercial bank carries on the retail service marketing service transformation innovation through the Internet finance.