Research On The Intelligent Investment Advisory Model Of Tonghuashun And Its Impact On Enterprise Performance

The development of China’s internet financial information service industry is accompanied by the development of the internet and capital markets,the abundance of financial products,and the increasing demand for financial information brought about by the growth of residents’ wealth.The industry is in a stage of rapid development,which has also led to fierce competition among companies within the industry.Enterprises in the industry are exploring the development of intelligent investment advisory models to enhance customer service and thus enhance their competitiveness in the industry.As a representative enterprise in the industry,Tonghuashun has been developing an intelligent investment advisory model since 2013,forming a prominent competitive advantage in the industry,and its performance is at the forefront of the industry.So what is the intelligent investment advisory model of Tonghuashun?How does this intelligent investment advisory model affect the performance of the enterprise and produce what effects?Based on this,this article combines the long tail theory,artificial intelligence theory,dynamic capability theory,technological innovation theory,and customer demand theory to explore the impact path and effect of the Tonghuashun intelligent investment advisory model and enterprise performance,thereby generating high inspiration for industry enterprises.Faced with industry opportunities and challenges,Tonghuashun needs to explore competitive advantages through intelligent investment advisory models and other methods,and form competitive barriers within the industry.Faced with the transformation of customer demand in the Internet era and the strategic positioning of the "Internet pan financial information intelligent service platform",Tonghuashun needs to transform its intelligent investment advisory model into a customer service approach.At the same time,Tonghuashun has the support of digital intelligence technology to achieve intelligent investment advisory mode.Based on this,the intelligent investment advisory model of Tonghuashun is an inevitable choice for Tonghuashun in the face of industry opportunities and challenges,the development of enterprise digital technology,the transformation of customer needs,and the strategic positioning of enterprise development.By comparing the development process of Tonghuashun’s intelligent investment advisory model with industry,representative enterprises,and top securities firms,it is found that Tonghuashun has a diversified intelligent investment advisory model,developing an intelligent robot investment advisory model,and using internet platforms to build online investment advisory services,forming an intelligent investment advisory model that focuses on both machine based intelligent investment advisory models and online investment advisory models.This article uses the literature research method to sort out relevant literature on intelligent investment advisory and intelligent investment advisory models.Most of the literature focuses on the definition characteristics,operating mechanisms,and legal risks of intelligent investment advisory.It is found that there is insufficient research on the relationship between intelligent investment advisory models and enterprise performance.Therefore,based on scholars’ research on technological innovation theory,this article summarizes that the intelligent investment advisory model is a product based on the progress of digital and intelligent technological innovation changes in service methods and business models.At the same time,using case study method,event study method and comparative analysis method,combined with the performance changes before and after the Tonghuashun smart investment advisory model,the impact of smart investment advisory model on performance is analyzed from the financial perspective and non-financial perspective.Research has found that the intelligent investment advisory model of Tonghuashun affects enterprise performance through three paths:enriching platform products,innovating to enhance customer service capabilities,and changing business models.By enriching platform products,increase user traffic and product revenue.Enhance customer service capabilities,enhance targeted marketing capabilities,form customer service with thousands of people and faces,enhance customer stickiness,and improve customer service efficiency.Provide intelligent solutions,increase the proportion of institutional business,and increase platform revenue generation channels.By analyzing the performance changes after the Tonghuashun intelligent investment advisory model,it was found that the intelligent investment advisory model has a positive impact on enterprise performance.