Research On Strategic Management Of Internet Banking Development Of Nanjing Bank

Since the beginning of this century,the new generation of Internet technology,such as mobile Internet,big data,cloud computing and Internet of Things,has changed people’s daily production and life from different levels.With the invention and development of Internet products such as mobile payment,P2 P,Internet financing and Internet insurance,the traditional financial industry has been greatly changed.The strength of emerging Internet financial products has been constantly agglomerating their competitive advantages,especially in many fields such as payment,settlement,financing and financial management.Much innovation has played a crucial role in Inclusive Finance and in serving agriculture,rural areas and farmers.At present,the development of Internet finance represents that traditional commercial banks can no longer confine themselves to dealing with storage,loan and remittance business for the target group.The development of Internet finance strategy has become an inevitable trend.In 2015,Internet finance was included in the five-year plan.Faced with the constant impact of Internet technology companies such as Jingdong and Ali,Chinese traditional commercial banks have actively carried out the "commercial Bank + internet" high-tech model of positive attempt,but still have serious product homogeneity,lack of scientific and technological content,lack of innovation ability and other issues.This paper takes Nanjing Bank as the representative enterprise among the city commercial banks as the research object.Starting from the literature review,this paper uses PEST research method to analyze the external environment of Nanjing Bank,and then uses SWOT analysis method to sort out the internal environment of Nanjing Bank,and finds that Nanjing Bank develops Internet funds.Finally,according to the disadvantages and threats of the financial strategy,this paper puts forward feasible solutions to these problems,hoping to provide some reference for the development of Internet financial strategy of Nanjing Bank.