Research On The Competitive Strategy Of Internet Finance Of Icbc’s B Branch(Case Type)

With the continuous development of the Internet and mobile communication,especially the emerging Internet enterprises represented by Alibaba and Tencent,have gradually penetrated into the business areas of traditional industries and which is making all walks of life face new opportunities and challenges.Traditional banking is not exceptional also and it is constantly breaking the traditional trade barriers as some Internet financial products appear constantly,such as Yu Ebao,crowdfunding,Renren loan and some other related financial products.It is not only to have great impact on traditional bank’s target market,but also to have deeply influenced to the vast number of consumer’s consumption concept and financial management concept and also constantly create and derive more Internet financial product and service types.In this context,faced with the realistic dilemma that their various businesses are constantly impacted by the Internet,traditional commercial Banks must develop new Internet financial competition strategies by analyzing the new competition pattern and their own advantages and disadvantages and continuously improve their ability to cope with various competitive challenges inside and outside the industry.This paper takes ICBC’s B branch as the case study object and obtained the SWOT matrix of Internet financial strategy of ICBC’s B branch by the analysis of B branch macro environment to develop Internet finance,industry competition environment and internal conditions based on the Internet financial related theory and literature review.It is concluded that Internet financial competition strategic choices for ICBC’s B branch were advanced based on this,including differentiation competitive strategy,business ecosystem strategy and channel strategy and strategic implementation safeguards of Internet finance are put forward on this basis,including the measures of structural restructuring and resource allocation,improving the level of risk control,and improving the financial marketing service system,etc.Finally,the paper summarizes the whole paper and prospects the future research.