Study on the Development Strategy of Ant Financial

Ximeng Zhang, Myeong Cheol Choi


Convergence of Internet technology and traditional financial industry has created a new field of Internet finance. Nowadays, China has a very large Internet user base and application market. With the application and development of the Internet, China has become one of the most developed countries that use Internet banking services and has the highest number of Internet finance users. Ant Financial is the first to enter the Internet financial market, and has now become a representative of China’s Internet finance industry due to its extensive layout and rich business. Most of the previous research has only studied a part of Ant Financial without an analytical framework. Therefore, this study intends to investigate the history, development process, and success factors of Ant Financial. The contents of this paper are as follows. First, the development process and the current situation of Ant Financial Services are expounded. Second, the advantages and disadvantages of the current development process are analyzed by the SWOT analysis technique. Through the comparison of the research results, the guiding opinions for the development of Ant Financial Services are proposed. Finally, summary of the success reasons and future prospects for development are presented.

Full Text:



Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

This journal is licensed under a Creative Commons Attribution 4.0 License.

International Journal of Financial Research
ISSN 1923-4023(Print)ISSN 1923-4031(Online)


Copyright © Sciedu Press

To make sure that you can receive messages from us, please add the '' domain to your e-mail 'safe list'. If you do not receive e-mail in your 'inbox', check your 'bulk mail' or 'junk mail' folders.