Research On Development Strategy Of ICBC A Sub-branch In Internet Finance

In recent years, with the sharp falling in mobile communication charges, the further popularization of intelligent terminals, China has fully entered the era of 4G. According to CNNIC statistics, China’s mobile phone users account for the proportion of Internet users has more than 90%. Internet companies, led by Alibaba and Tencent, rely on long-term accumulation of information technology, their user scale is very large. On this basis, Internet companies have gradually expanded their service to third party payment, investment management, P2P credit and other financial areas, and rely on innovation is eroding the traditional commercial banking business. Face to the challenges of Internet finance, banks began to provide Internet financial services, ICBC was the first one to release a complete set of Internet financial strategies, shows his determination. Overall, the reform that ICBC deal with Internet financial is still at a relatively early stage, the Internet financial products which has been released are just the simple integration and repackaging of the original online banking, mobile banking, online shopping mall and other business. Although we have many research on how to develop Internet financial services, but most are based on the head office, the proposed strategies and products are drawing from the Internet financial companies. Therefore, this paper chooses A sub-branch as the research object has important theoretical and practical significance.Firstly, this paper described the background and significance that why banks need to development Internet finance; Secondly, introduced the research status of Internet finance, as well as research contents and methods; Thirdly, elaborated some basic concept, main mode and derivative products of Internet finance, gives the understanding and definition of the Internet finance. On this based, gives a briefly description of abroad Internet financial trends. Fourthly, it’s an introduction about A sub-branch, and used SWOT analysis method to make a detailed analysis. Research out that WO strategy is the best selection. Finally, pointed out that A sub-branch should followed e-ICBC Internet upgrading development strategy, focus on developing mobile financial business, and proposed specific strategies from products, customers, services and managements.