Strategic Choice And Competitive Advantage Construction Of Internet Finance Platform

Internet finance platform is a new way of finance which not only greatly reduces the transaction cost of both the fund supply side and demand side,but also expands the investment and financing channels for individuals and enterprises.For example,the general public investment channels have been widened because of Alibaba's Yuebao,the small and micro enterprises financing problem can be alleviated by the emergence of P2P platform,the initial funds of the creative project sponsor can be raised because of crowdfunding platforms.Not only the combination of internet and finance promotes the emergence of internet finance platform,but also brings the increasingly fierce competition.The number of internet finance platform which survive and maintain profitability is not too much.For example,Baifubao launched by Baidu is only a simple copy of Alibaba's Yuebao,which does not consider the fierce monetary fund industry competition,so that the result does meet its own expectations.Strategic choice and competitive advantage construction of internet finance platform increasingly become an issue to be considered.The article uses the method of theoretical analysis and case analysis to study the strategic choice and competitive advantage construction of the internet financial platform.The article draws the following conclusions."Winner-take-all" strategy,dynamic innovation strategy,differentiation strategy,cooperation-competition strategy are suitable to the internet financial platform.The internet financial platform choosing"winner-take-all" strategy needs to enter the industry early with the creative internet financial products and the enough resources to break the critical scale.The internet financial platform choosing dynamic innovation strategy needs to have resources,team building ability,financial product design ability,a full understanding of financial market and pay more attention to the user demand.The reason of the internet financial platform choosing differentiation strategy is that the mainstream market is occupied by competitors,so the platform meets the specific needs of users through differentiated positioning.The reason of the internet finance platform choosing cooperation-competition strategy is that the platform itself is not sufficient to cope with the competition in the industry,so the platform achieves a win-win situation by cooperation.Seven influencing factors of constructing competitive advantage are creativity,user base,platform resources,reputation,user experience,product viscosity and profit model.The internet finance platform choosing "winner-take-all" strategy needs to meet the seven factors continually.The internet financial platform choosing dynamic innovation strategy needs to pay special attention to creativity factors and achieve sustainable innovation.As a result of the potential poor user base,the internet finance platform choosing differentiation strategy needs to strengthen the efforts on the other six factors.The differentiation strategy brings high premium and high barriers to entry.The internet finance platform choosing cooperation-competition strategy needs to make joint efforts with the cooperative platform on the seven factors to achieve a win-win situation.