Research On The Core Competitiveness Of Banks Driven By Network Platform Strategy

With the rapid development of internet technology,it makes possible to grow cross-border for business,and non-financial companies begin to set foot in the financial field.Commercial banks would lose the advantages of financial status if they go on relying on the traditional competitiveness pattern.The existing literature focuses mainly on the impacts of internet finance on commercial banks,while the research on transformation of commercial banks to obtain the new core competitiveness is quite limited.Network platform strategy as the basic thinking of the Internet,can rapidly reshape the commercial ecological system architecture of the market structure by distributing and integrating resources,and it would be a good choice for banks to transform.This paper constructs the core competitiveness reconstruction mechanism of user scale,network effect,and lock-in of the platform ecosystem based on three stages of exploration,growth and maturity,and studies banks how to gradually obtain scale advantages,positive feedback and the power of the leader driven by network platform strategy.Based on the data of ten commercial banks of China from 2013 to 2015,this paper assesses the current transformation performance by the index system of core competitiveness.Conclusions are as follows.First,the commercial banks are still in early exploration stage of transformation,the heart of the matter is to attract enough customers to join and use the network platform.Second,there are different in transformation paths and effects among the different size of commercials banks.The larger state-owned commercial banks have the better innovation perform based on the accumulated resources advantages from the traditional business pattern than other banks.The stock-holding banks,which focus on diverse services to improve customer loyalty,have the continuously developing ability.Third,commercial banks,which dig the new profit growth channel by the network platform,have the higher flexibility and expansibility.In the future,the commercial banks would to do as follows.First,clear the platform function orientation,promote the transformation following the reconstruction mechanism of core competitiveness.Second,accelerate the online transformation and integration of traditional financial business and precipitate customers to achieve the critical scale.Third,reverse customized products and service and form characteristic and differentiated brand competitive advantage.Fourth,open platform interface to actively carry out cross-border cooperation,lock-in leadership and implement stability and win-win.The last,promote the platform rules and government regulation of dual governance,realize the sustainable development.