基于互联网下消费金融的战略分析——以蚂蚁花呗为例

Strategic Analysis of Consumer Finance Based on the Internet

伴随着我国经济的迅猛发展势头和"互联网+"的运用范围进一步扩展,互联网与消费金融的结合就应运而生了互联网消费金融。互联网消费金融的发展势如破竹。互联网消费金融相比传统消费金融有其特殊的交易方式,特点及其存在的问题。本文利用蚂蚁花呗形象的说明互联网消费金融在我国的发展趋势。利用SWOT-PEST模式分析法对蚂蚁花呗进行战略分析,从宏观层面上的政策、经济、社会、技术,中观层面上的优势、劣势、机会、威胁以及微观层面,发现蚂蚁花呗在发展中逐渐显露的问题,从而试图找到基于互联网下消费金融发展中存在的问题并提出可持续性建议。

With the rapid development of China’s economy and the wide use of“Internet+”the combination of Internet and consumer finance has given rise to Internet consumer finance.The development of Internet consumer finance is irresistible.Compared with traditional consumer finance,Internet consumer finance has its unique transaction mode,characteristics and problems.This paper takes the Ant Check Later as an example to explain the trend of the Internet consumer finance in China,and SWOT-PEST model is used for strategic analysis of Ant Huabai on macro,medium,and micro levels.It also tries to find out the problems in the development of consumer finance based on the Internet,and then puts forward some sustainable suggestions.