Research On Development And Strategy Of The Ant Financial Services Group

In recent years, as the Internet is world-wide accepted by more and more people,and our daily life is being changed, the Internet finance is derived from the traditional finance industry and the Internet. In the field of Internet finance in China, Ant Financial Services Group serves with small and micro business and individual consumers. It has become the bellwether because of it's the mature Big data and cloud computing product as well as the gradual improving credit system.Firstly, this paper describes the research achievements of scholars in the field of the Internet finance, then introduce its situation in China from definition of the Internet finance, development status, characteristics and using PEST model and Michael Porter's Five Force Model to analyze the development environment of Ant Financial. This paper mainly selects Ant Financial Service Group as an example,introduce its general situation, business model and characteristics, then using SWOT analysis to gain its strategy. In the last part of article, we analyze the problem such as lack of financial product innovation, policy limit, risk control capacity and horizontal competition, this may be due to higher user requirement,the short time,technical risk and lack of professionals. After that, we put forward development strategy like promote product innovation, adapting to the national policy, preventing risk with big data system , cooperating with traditional bank' and so on.