基于市场细分案例的网贷平台市场发展策略研究

发布时间：2018-05-31 09:01

本文选题：网络借贷平台 + 市场细分　；参考：《河南财经政法大学》2017年硕士论文

【摘要】：P2P网络借贷平台是连接投资人与融资主体的信息中介机构,其中融资主体是支撑网贷平台发展的重要一端,对融资主体需求的分析是网贷平台推出投资产品的重要基础。本文以此为起点,从网贷平台投资产品细分的角度,着重研究探讨监管新规推出之后网贷平台如何制定适合市场需求的专业化发展策略。从现实来看,目前我国网贷平台对融资主体的细分程度不足,存在严重的同质化问题,而行业内也普遍存在竞争方式单一、环境应变能力不足的隐患。针对以上问题,本文选取河南聚金资本制定市场发展策略的案例,主要从五个部分展开论述。首先,本文在对市场细分理论及利基站略进行介绍的基础上将其作为理论基础引入了网贷市场产品细分研究。其次,本文在分析了我国P2P网贷行业现状的基础上揭示了同质化问题恶化这一行业困境,同时指出了问题的根源在于市场细分不够、平台专业化程度不高、没有独特的发展策略,而网贷平台的发展方向在于细分市场,制定专业且独具特色的发展策略。第三,本文用案例分析,展示聚金资本用市场细分和利基战略的思想细分融资主体并制定发展策略的过程,指出其以产品细分市场并推出特色投资产品是实现业务转型与资源整合为平台开拓成长空间的主要原因。第四,就聚金资本的案例向经营者提出重视细分,及早转型的一系列建议。结合案例和行业现状向监管者提出监管趁早、持久监管的建议。最后一部分总结文章观点,重申同质化问题的严重与细分融资主体的重要作用,平台应重视特色化经营,制定特色化经营的战略布局等。此外,还对课题在作者研究中的位置做出说明,本文可以成为一系列研究的第一步,未来尚有许多相关的课题可以继续深入。
[Abstract]:The P2P network lending platform is an information intermediary connecting investors and financing bodies. The financing subject is an important end to support the development of the net loan platform. The analysis of the demand for the financing main body is an important basis for the net loan platform to launch the investment product. This paper takes this as the starting point and focuses on the research and discussion from the angle of the subdivision of the investment products of the net loan platform. After the introduction of the new regulation, the network loan platform can make a professional development strategy suitable for the market demand. In reality, at present, our network loan platform has a lack of subdivision of the main body of financing, and there is a serious problem of homogeneity. This paper selects the case of the development strategy of Henan capital capital to make market development strategy, mainly from five parts. Firstly, this paper introduces the market segmentation research on the basis of the introduction of the market segmentation theory and the base station briefly. Secondly, this paper analyzes the basis of the current situation of the P2P net loan industry in China. At the same time, the root of the problem is that the market segmentation is not enough, the degree of platform specialization is not high, the development strategy of the platform is not unique, and the development direction of the net loan platform lies in subdividing the market and formulating professional and unique development strategy. Third, this paper uses case analysis to show the funds and funds. This paper subdivides the main body of financing and formulating the development strategy with the idea of market subdivision and niche strategy, and points out that the main reason that the product subdivides the market and introducing the characteristic investment products is the main reason to realize the development space of the business transformation and the integration of resources. Fourth. The last part summarizes the views of the article, reaffirms the importance of the serious problem and the main body of the subdivision financing, the platform should pay attention to the characteristic management and the strategic layout of the characteristic management. The position of the researcher's research can be explained. This paper can be the first step in a series of studies. There are many related topics that can be further explored in the future.
【学位授予单位】：河南财经政法大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F832.4

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