Analysis Of The Innovation Strategies Of Internet Finance Business In Commercial Bank Based On Positioning Theory

With the steady rise of internet penetration and the rapid development of internet economy, the competition in the field of internet finance is getting intense. In order to confront the special period "Three periods superimposed", the government launched a series of measures to reform the financial system, which further intensified the internet finance reform. Faced with increasingly fierce cross-border impact of internet companies, which road commercial banks should chose and what measures commercial banks should take in this financial war, it has become an urgent problem.As an emerging industry, there are diverse researches about internet finance. A lot of information and views scattered in different network reports, the researches about internet finance has not yet formed a mature research system. This paper researched the position and characteristic of internet finance model based on positioning theory, meanwhile, according to the advantages and disadvantages of commercial banks in the age of internet finance, this paper analyzed the commercial banks’ role orientation and coping strategies. Finally, by analyzing the development of internet finance business in China Construction Bank which is the representative commercial bank in our country, the paper put forward the way of developing internet finance, and elaborate the innovation strategies in mobile finance、supply chain finance、electronic commerce and big data marketing by the dimensions of channel and product.Through research, the paper comes to a conclusion: if the commercial bank can identify the location, develop the strong points and avoid the weak points, enhance the innovative research in mobile finance、supply chain finance、electronic commerce、big data marketing, commercial bank will be able to share internet finance’s lucrative long tail effect and get an invincible position in fierce competition.The core of the paper is studying on commercial bank internet financial based on the positioning theory, developing innovation strategies of internet finance business around the commercial bank location advantage, that’s one of the commercial banks to deal with the internet financial competition effective way.