Research On The Internet Finance Development Strategy Of JN Branch Of Industrial And Commercial Bank Of China

Internet finance in China has been booming along with the information technology and mobile communication technology rapid development and popularization,government encourage financial combination and development of the Internet and guide policy during a few recent years.The Internet is open,free and sharing in gene with more benefits from the historical development of good opportunities and great time background in China.The essence of Internet finance still lies in finance,and the main part of its development is not limited to Internet enterprises,but includes traditional commercial Banks,financial institutions,traditional Internet giants and emerging financial institutions as well.Many new financial instruments such as third-party payment,P2 P credit,online consumer credit have emerged in the market.Commercial Banks are facing many challenges.How to stay in the right position and achieve sustainable development in the competition of Internet finance has become a common concern.From the perspective of traditional commercial Banks,this paper takes the JN branch of ICBC as the research object,with different kinds of methods and combines various mature theories and empirical studies to conduct detailed analysis and research on the development of Internet finance of the bank,and proposes corresponding development strategies.Combined with JN branch of ICBC its on the Internet in the field of financial management present situation,analyzes its existing problems,based on the analysis of PEST,SWOT analysis,in combination with other typical city listed state-owned Banks,joint-stock Banks and businesses in the development of the Internet financial experience,put forward suitable for JN branch of industrial and commercial bank of Internet financial development strategy planning and implementation and safeguard measures.The paper enriches some research on Internet finance development strategy of Banks in different sizes,and has certain reference significance for the development strategy of Internet finance business.