Research On QD Bank Internet Finance Strategy

With the rapid development of information technology,the pattern of traditional financial industry is quietly changing.Internet finance,as a new field,has sprung up and promoted the traditional financial industry to meet a new challenge.Internet finance is a new field which combines traditional financial industry with Internet spirit.The spirit of "openness,equality,cooperation and sharing" of the Internet penetrates into the traditional financial industry and has a fundamental impact on the human financial model.In recent years,Internet financial products emerge in endlessly,and Internet finance has gradually broken the monopoly of traditional commercial banks in many aspects of financial business.As the most important part of traditional financial industry,banking industry is under unprecedented pressure in the face of the impact of Internet finance.From the profit model of traditional commercial banks in China,interest margin income is the main component of the income of commercial banks.Internet finance,with its flexible,fast and convenient features,is narrowing the interest margin income of commercial banks by diverting savings deposits of commercial banks,squeezing the intermediary business of commercial banks and occupying the small and micro enterprise loan areas that commercial banks are not good at,and forcing commercial banks to accelerate the transformation of business models and actively realize financial innovation.This paper takes QD Bank’s Internet financial business as an example.Firstly,it summarizes the research conclusions of domestic and foreign scholars on the development of Internet finance.The third-party payment,P2P network loan,crowdsourcing financing and Internet credit micro-loan of Bank Internet finance are elaborated.Secondly,it summarizes the enterprise strategy theory,differentiation strategy,cost leadership strategy,strategic management analysis method SWOT analysis and PEST analysis.Thirdly,combined with the development orientation of QD bank,this paper analyses the development of online banking,mobile banking,direct selling banking,Wechat banking and other traditional banking businesses.It concludes that there are some problems in the development of QD bank’s Internet finance,such as weak information technology integration ability,relatively single Internet financial products and services,and the urgent need to improve the level of Internet financial technology.At the same time,combined with the relevant theories of strategic choice and implementation,supported by PEST analysis and SWOT analysis tools,this paper expounds the political,economic,social and technological environment faced by QD Bank in the process of Internet financial business development.Combined with the internal and external environment faced by QD bank,this paper makes SWOT analysis from four aspects:strengths,weaknesses,opportunities and threats.It sums up the strategic choice of the QD bank’s Internet banking business.It should take the growth strategy of differentiation and cost leadership as the main direction.Finally,combined with the SWOT analysis results,through defining the strategic objectives and market positioning of QD Bank’s Internet financial business,this paper puts forward the differentiation strategy and cost-leading strategic direction planning of QD Bank’s Internet financial development.From the aspects of product diversification,rebuilding Internet financial business,expanding business cooperation mode,data informatization and strengthening risk management control,this paper puts forward the implementation strategy of QD Bank’s Internet financial strategy.And from the four aspects of organizational system,incentive mechanism,information technology and talent,this paper puts forward the safeguard measures for the implementation of the strategy.By discussing the strategic choice of QD bank’s Internet finance,this paper hopes to provide reference for the development of QD bank’s Internet Finance business,as well as for the development of other commercial banks’Internet Finance in China.