The Research Of Competition Strategy Of Internet Financial Business On Dezhou Branch,the Industrial And Commercial Bank Of China Co.,LTD.

With the rapid development of the internet finance business,the banking of our country faced with an unprecedented competition situation.In the industry,banks are eyeing the market,and they are launching homogenized internet financial products;And outside the industry,internet companies use the advantage itself on big data platform and advanced service concept,the big push into the financial sector,and quickly eroding traditional interests of commercial Banks,make its operating environment further deterioration.The foreseeable finance competition between traditional commercial Banks and emerging Internet companies will continue as the country's supply-side reform deepens and support for the development of Internet finance.For commercial Banks,it is a common concern of commercial Banks that how to establish themselves in an unassailable position and achieve sustainable development in such competition situation.This paper takes the Internet financial competition strategy of Dezhou branch of ICBC as the research object,Using the method of literature research,case study and investigation research.By combining various mature theories with empirical methods,The Internet finance strategy is analyzed in detail.Firstly,this paper briefly describes the development course of the competition strategy management theory,introduces the relevant strategy theory,and analyzes the current research status of the Internet financial competition strategy.Secondly,by PEST analysis,five forces model theory and value chain theory,Analyze and summarize the internal and external macro environment and industry competition force of the Internet financial business of Dezhou branch of ICBC to find out the opportunities and threats that exist outside the Internet finance development process and the advantages and disadvantages of Internet finance are obtained by analyzing the value chain of the Internet financial business of Dezhou branch of ICBC.Thirdly,through SWOT analysis of the advantages,disadvantages,opportunities and threats of Dezhou branch of ICBC,a matrix analysis table was developed to match the factors that existed.Finally,based on the three basic strategies of professor porter,this paper analyzes the competition strategy that is suitable for development of Internet finance of Dezhou branch of ICBC,namely differentiation strategy.It is believed that the bank should achieve differentiation in product,service,management and marketing to enhance its core competitiveness.In order to ensure the smooth implementation of this strategy,the corresponding safeguard measures are formulated.Using the method of literature research,case study and investigation research fully,the operation mode and future development direction of internal financial business and analyzed.this paper is based on the actual development of Dezhou branch of ICBC in the development of Internet finance business,at the same time,combined with the theoretical knowledge of various competitive strategies.An in-depth analysis of the internal and external environment of its development of the internet financial business,finding out the competitive strategy suitable for the development of internet financial business of Dezhou branch of ICBC,which guarantees the pertinence and feasibility of the research question strategy.The innovation of this paper has two aspects.First of all,by using the "blue sea strategy" theory,finding out the "NFC payment" which the Dezhou branch of ICBC can enter on the Internet financial development.Secondly,Dezhou branch of ICBC can develop the concept of customer and internet financial business through links or mutually beneficial ways with the help of successful internet enterprise platforms.In this paper,through the research on the Internet financial competition strategy of Dezhou branch of ICBC,It is advantageous to own business development,can also provide reference for other commercial Banks to develop Internet finance business.