The Research On The Internet Finance Development Strategy Of The State-owned Commercial Bank A

In recent years,the fast development of the internet technology has given rapid rise to the internet finance such as the Third Party Payment,Mobile Payment,Network Lending,Crowdfunding and Virtual Currency etc.In 2015,China's business market in the third party online payment reached 11 trillion and 870 billion yuan,an increase of 47% over the past year;network lending turnover surged to 1 trillion and 180 billion yuan,an increase of 2.59 times over the earlieryear……..The rapid development of the internet finance is changing the consumer purchasing habits and the demand for financial services,which has strong impact on the traditional business model of the state-owned commercial Bank A,while at the same time presents huge potential market in the future.Under such circumstances,how the state-owned commercial Bank A should adapt themselves and actively develop their internet banking services in order to achieve sustainable advantages is well worth studying.Since 1999,Bank A has successfully launched some internet financing services such as internet banking,mobile banking and E-commerce platforms and has some remarkable achievement over these years.However,Bank A is still facing various challenges in this new business environment which urges its innovation and transformation for better market competitiveness in the internet financial sector.Based on the analysis of the general internet finance development features and situation,and the macro-environment in which Bank A develops its internet financing services,this dissertation studies the potentialities and challenges faced by Bank A.It believes that under the new circumstances Bank A should actively promote its brand,enhance customer experiences according to customer demands,adjust to the new internet financing features,develop innovative marketing models,accelerate the internet financing services to the “Agricultural,farmer and ruralareas”-related sectors and strengthen its background safeguard in order to achieve the sustainable development in internet finance market.