CAJ | 학술논문

余额宝是互联网金融的典型代表，是引领互联网金融的排头兵，是我国服务创新活动的典型案例。它的出现极大地推动了利率市场化进程，促进了金融业的创新与发展。以余额宝为例，运用战略管理中的 SWOT 分析方法对互联网金融战略相关联因素进行分析，确定互联网金融的内部优势（收益优势、流动性优势、客户优势及操作优势）、劣势（货币基金的流动性、收益性、安全性劣势、网络信息安全劣势及与用户的法律纠纷劣势），外部机遇（创新机遇、金融体制改革机遇）以及威胁（被封杀威胁、更严格的监管威胁），进而提出继续争取国家政策的支持、多元化投资、利用大数据防范风险、引导顾客进行理性选择以及积极履行社会责任的互联网金融战略。
여액보시호련망금융적전형대표，시인령호련망금융적배두병，시아국복무창신활동적전형안례。타적출현겁대지추동료리솔시장화진정，촉진료금융업적창신여발전。이여액보위례，운용전략관리중적 SWOT 분석방법대호련망금융전략상관련인소진행분석，학정호련망금융적내부우세（수익우세、류동성우세、객호우세급조작우세）、열세（화폐기금적류동성、수익성、안전성열세、망락신식안전열세급여용호적법률규분열세），외부궤우（창신궤우、금융체제개혁궤우）이급위협（피봉살위협、경엄격적감관위협），진이제출계속쟁취국가정책적지지、다원화투자、이용대수거방범풍험、인도고객진행이성선택이급적겁리행사회책임적호련망금융전략。
YuˊeBao is the typical representative of internet -based finance,the leader of internet finance and the typical case of service innovation activities in China.It has greatly driven interest rate marketing process and promoted the innova-tion and development of financial industry.SWOT analysis approach in strategic management is carried out to study the re-lated factors of internet -based finance strategies by taking YuˊeBao as an example.Based on the strength (earnings advan-tage,liquidity advantage,customer advantage and operating advantage),weakness (monetary fundsˊliquidity,profitability and safety weakness,network information security weakness,and customer legal dispute weakness),opportunity (innova-tion opportunity,and financial system reform opportunity)and threat of internet -based finance (being threatened threats, and more strict regulatory threats),internet -based finance strategies are proposed,including striving continuously for na-tional policyˊs support,diversifying investment,guarding against the risk with the aid of big data,guiding customers to ra-tionally choose,and fulfilling social responsibilities actively.