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。本文以余额宝为例,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了分析,确定了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。

Yu"eBao is the typical representative ofSinternet-based finance, the leader of internet finance and the typical case of service innovation activities in China. It has greatly drive interest rate marketing process and promoted the innovation and development of financial industry. SWOT analysis approach in strategic management is carried out to study the related factors of internet-based finance strategies in case of Yu"eBao. Based on the strength(earnings advantage, liquidity advantage, customer advantage and operating advantage), weakness(monetary funds’ liquidity, profitability and safety weakness, network information security weakness, and customer legal dispute weakness), opportunity(innovation 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 forSnational policy’s support, diversifying investment, guarding against the risk with the aid of big data, guiding customers toSrationally choose,Sand fulfilling social responsibilities actively.

C93；F270

国家自然科学基金项目"危机性产业衰退的国际传导与我国区域产业调整的机理与实证研究"（70973045）；全国统计科学研究计划项目"知识密集型服务业的现状、问题及对策——以江苏为例"（2011LY106）