蚂蚁财富：“强链接”的数字理财开放平台
案例编号：
CN_2023KJJR_5142
被浏览次数：
1925
案例名称：
蚂蚁财富：“强链接”的数字理财开放平台
译名：
Ant Wealth: a "Strong Link" Digital Financial Management Open Platform
案例作者：
石明明，伊志宏，邵笑
作者单位：
中国人民大学商学院
译者：
-
案例企业：
蚂蚁财富
行业：
信息技术产业
学科领域：
金融科技、数字化转型、其他
规模：
中小型
案例语种：
中文
案例类型：
描述型
中文关键词：
财富管理平台；全面行业开放生态；数据赋能；模式迭代
英文关键词：
wealth management platform; comprehensive industry opening ecology; data empowerment; pattern iteration
中文摘要：
蚂蚁财富是蚂蚁集团旗下的第三方一站式在线财富管理平台，其核心是智能链接和行业开放，致力于“让理财更简单”。自2017年正式上线财富号以来，蚂蚁财富依托金融科技和数据赋能手段，通过内容化和场景化智能链接平台生态中的行业机构与用户，不断探索，着力于搭建一个全面开放的行业平台生态系统。本案例以蚂蚁财富在发展历程中的关键决策点、节点性成绩与开放模式的演变路径、底层逻辑为主线，描述了蚂蚁财富团队在面临理财市场下沉用户增多、传统金融机构数字化转型困难等难题下，重构代销关系，向行业机构实现阵地、服务和数据层面的全面开放自运营，从而构建了一个开放、“强链接”、共赢的生态系统，成为我国数字理财领域的拓荒者。同时，在平台经济反垄断和防范资本无序扩张的政策背景下，积极调整商业模式，做好平台长期健康发展。
英文摘要：
Ant Wealth is a third-party one-stop online wealth management platform under Ant Group. Its core is intelligent link and industry openness, and it is committed to "making financial management easier". Since the official launch of the shop in 2017, Ant Wealth has relied on financial technology and data empowerment means to continuously explore and build a comprehensive and open industry platform ecosystem through the industry institutions and users in the content and scenario based intelligent link platform ecosystem. This case focuses on the key decision-making points, nodal achievements, the evolution path of the open mode and the underlying logic of Ant Wealth in the development process. It describes how the Ant Wealth team opening the way to the mountains and building a bridge in the face of water, faced with such difficulties as the sinking of the financial market and the difficulty of digital transformation of traditional financial institutions. By virtue of years of experience in the financial management industry, the flow advantage of the super platform and the pioneering spirit of enterprise, Ant Wealth reconstructs the agency-sales relationship and realizes the comprehensive opening and self-operation of positions, services and data to the industry institutions, thus building an open, "strong link" and win-win ecosystem and becoming a pioneer in the field of digital financial management in China.
适用对象：
MBA
编写方式：
采编
开发时间：
2021
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