As an emerging industry, the Internet finance industry is of great significance to the prosperity of China's economic development. This paper firstly defines the connotation of Internet finance and believes that the essence of Internet finance is to undertake the intermediary role of financing in the financial market by relying on Internet technology. Secondly, from the four aspects of the convenient external demand for financing, the support role of network technology, the lead of e-commerce

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... atform and loose new biological regulation, the practical reasons for the rapid development of Internet finance in China are discussed. At the same time, from the perspective of economics theory, three aspects of information asymmetry theory, search theory and reputation mechanism provide theoretical support for the rapid development of Internet finance. In addition, this paper discusses the secret worry behind the prosperity and development of Internet finance from three aspects of market monopoly, customer information disclosure and Ponzi scheme. Finally, in response to the experience and secret worry of the Internet's prosperity and development, this paper proposes corresponding policy recommendations.