Research On The Competitive Advantage Source Of Internet Financial Platform

As the product from overlap,penetration and integration of Internet industry and the financial industry,a variety of innovative models of Internet finance have been emerging in endlessly since 2013,showing rapid development trend.From financial computerization to financial Internet and cloud computing and big data-based one-stop Internet platform,which are different from the similar model of the new financial industry,such as traditional financial P2 P and the co-financing,it can be found that enterprises in the Internet financial platform have begun to show ecological characteristics through combing the development of Internet finance in recent years,with emphasis on the explosive growth of users and cooperative enterprises based on these platforms.As the micro individual in the Internet financial market and the carrier for the Internet financial model,Internet financial enterprises' strategy behaviors in the survival competition directly affect the development and future direction for the Internet financial industry.How should we understand the development trend of Internet financial platform ecology? How do we understand the competitive shift from individual competition to ecological competition from the industrial age to the information age? Where do the competitive advantages of Internet financial platform come from and how to build their own advantages in this transition? All of these are of great practical significance for the enterprises engaged in Internet finance to achieve organizational innovation,innovation of business model and competition.They also have theoretical values for the deepening of relevant theories such as Internet financial development.This paper summarizes the research results of domestic and foreign scholars on Internet finance,the relevant content of corporate competitive advantage theory,ecosystem theory,and sorts out the development of Internet finance from the industry level,and analyzes the structure of the Internet financial market and its competition status;then build an Internet financial ecosystem and study the competitive advantages of the Internet financial platform with niche theory.Taking Ant Financial as an example to study how the Internet financial platform companies build their own competitive advantages.Finally,based on the results of the case analysis,the main conclusions of the study and the outlook for the next step are summarized.This paper plays a guiding role in the development of innovative strategies in competitive mode,business model and other aspects for enterprises in the Internet financial platform.