Research On The Development Strategy Of Ping An Bank Under The Internet Financial Commercial Model

With the development of internet information technology,the rate of Internet penetration continues to rise,the number of internet users have exceeded more than 600 million,the financial service sector is also the earliest applications of internet technology,the most widely used application magnitude,and one of the deepest in the industry application.Internet finance belongs to an emerging financial industry,its development of space and market potential is great and enormous.However the internet finance is also a "double-edged sword",internet financial development not only can cause a huge impact on the original financial industry,but the traditional commercial models of financial institutions,the forms of service,management and operation modes,profitability,etc.It played a role in boosting the innovation.Therefore,commercial banks must constantly improve themselves to develop and improve response measures,in order to survive and develop in the wave of the internet well.First of all,this paper gave an introduction about the definition of internet finance,features,functions,the main mode of the internet finance,its development situation at home and abroad and characteristics;Secondly,a brief overview about the elements in the definition of strategy and strategic management and implementation levels;Once again,from the commercial model and strategic development of two-dimensional I analyzed the impact which the internet finance brings to commercial banks,and used SWOT model to study how the commercial banks compete with each other under the internet financial commercial model,then described its strengths,weaknesses,opportunities and threats.After I proposed that there is a complementary relation between commercial banks and internet finance,therefore commercial banks should deep its integration of internet technology involved the bank's core business,improve customer service quality,expand service channels,improve the professional level in order to adapt to the impact which the Internet brings to the traditional financial model and structure,then find better access to new development;Finally,through the analysis on the internet financial commercial model of Ping An Bank's strategy,Ping An Bank should make full use of the internet thinking,integrate Ping An Group finance,internet strategy differentiation and competitive advantage,constantly carry on business innovation,improve the core competitiveness of the future,to come true its strategic objectives through combining internet technology and traditional financial services.