Abstract
In recent years, Internet finance has become a trend in the future devel-opment of the financial industry due to its high efficiency and high coverage. The integration of green finance and the Internet makes resource allocation more reasonable and solves some difficulties in the development of green finance, but at the same time it puts forward higher requirements for the business models. As one of the main products of “Internet Green Finance” practice, Ant Forest fully demonstrates the innovation of the business model derived from “Internet Green Finance”. This study explores the feasibility of this business model by analyzing the business model of ant forest from four aspects: customer value proposition, profit model, key resources and key processes, and then provides a reference for the innovation of other business models under “Internet Green Finance”.
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