Research On Competitive Advantage Of N Bank Under The Background Of Internet

Under the background of rapid development of the Internet,the traditional economies of scale and scope economy that traditional Chinese commercial banks originally relied on have been greatly affected.China's financial market has gradually changed from the previous oligopoly market to the current monopolistic competition market.In such a competitive market,if China's commercial banks still want to be in an invincible position in the financial market,it is particularly important to have a sustainable competitive advantage.Value network thinking is an effective tool to study competitive advantages.It is born in the Internet age,and it is an extension of the value chain in the Internet era.So it is an important clue to study the competitive advantage of enterprises under the Internet background.Therefore,this paper takes the value network as the starting point and tries to find out how the commercial banks in China can obtain sustainable competitive advantages based on the value network.By reviewing the relevant literature,this paper analyzes the related impacts of commercial banks in the Internet context and finds that commercial banks are inevitably affected by Internet finance,but this is also an opportunity for commercial banks to achieve better development in the light of the times.Commercial banks should seize the opportunity to re-examine their own business status and reconstruct their competitive advantages,and achieve effective transformation to achieve sustainable and stable operations.At the same time,this paper research on the value chain and value network.After sorting out that the value network is a product of the Internet era and is an extension of the value chain in the Internet age.Therefore,it is determined that the value network is an important clue to study the competitive advantages of enterprises under the background of the Internet,and lays a foundation for the analysis of competitive advantages in the following.Then through the further analysis of the formation mechanism and connotation of value network and the formation of competitive advantages,this paper proposes the formation of competitive advantages of enterprises from the perspective of value network.Based on the specific industry environment of commercial banks,this paper proposes the acquisition path of competitive advantages of China's commercial banks under the background of the Internet.Finally,this paper select N Bank as a specific case and the strategic suggestions for the formation of N Bank competitive advantage from the perspective of value network are put forward.Studies have shown that Chinese commercial banks represented by N Bank can adopt the following competitive strategies in the context of the impact of the Internet era:The first is to create a broadening of the functional positioning and change the way of value transfer.By grasping the new needs and trading preferences of customers under the development of the Internet,we will relocating our business functions and further expand the traditional financial business functions of banks,reshape traffic support and rebuild customer relationships.The second is to build a financial trading ecosystem to improve the efficiency of customer transfer.The online mobile finance and the offline customers' life scenarios will be organically integrated to further improve the customer transfer value transfer process,effectively improving customer data acquisition capabilities and customer stickiness.In addition,partners in the financial trading ecosystem can divert customers to each other,achieve joint operations and serve customers,and continue to gain competitive advantage.The third is to integrate customer resources and enhance synergies to create more value combinations.Actively focus on the intermediary function and carry out collaborative marketing.In addition,relying on public and private customer resources,integrating customer resources,and establishing an open online platform and external cooperation units to divert each other.The fourth is to strengthen the shared learning effect and enhance the core value creation ability.By learning Internet product design ideas,risk control ideas,and data technologies,we will improve service efficiency and reduce service costs,realize the popularity of personalized financial services,and expand our business model.