本文選題：網(wǎng)絡(luò)借貸平臺(tái) + 市場(chǎng)細(xì)分　； 參考：《河南財(cái)經(jīng)政法大學(xué)》2017年碩士論文

【摘要】：P2P網(wǎng)絡(luò)借貸平臺(tái)是連接投資人與融資主體的信息中介機(jī)構(gòu),其中融資主體是支撐網(wǎng)貸平臺(tái)發(fā)展的重要一端,對(duì)融資主體需求的分析是網(wǎng)貸平臺(tái)推出投資產(chǎn)品的重要基礎(chǔ)。本文以此為起點(diǎn),從網(wǎng)貸平臺(tái)投資產(chǎn)品細(xì)分的角度,著重研究探討監(jiān)管新規(guī)推出之后網(wǎng)貸平臺(tái)如何制定適合市場(chǎng)需求的專業(yè)化發(fā)展策略。從現(xiàn)實(shí)來看,目前我國(guó)網(wǎng)貸平臺(tái)對(duì)融資主體的細(xì)分程度不足,存在嚴(yán)重的同質(zhì)化問題,而行業(yè)內(nèi)也普遍存在競(jìng)爭(zhēng)方式單一、環(huán)境應(yīng)變能力不足的隱患。針對(duì)以上問題,本文選取河南聚金資本制定市場(chǎng)發(fā)展策略的案例,主要從五個(gè)部分展開論述。首先,本文在對(duì)市場(chǎng)細(xì)分理論及利基站略進(jìn)行介紹的基礎(chǔ)上將其作為理論基礎(chǔ)引入了網(wǎng)貸市場(chǎng)產(chǎn)品細(xì)分研究。其次,本文在分析了我國(guó)P2P網(wǎng)貸行業(yè)現(xiàn)狀的基礎(chǔ)上揭示了同質(zhì)化問題惡化這一行業(yè)困境,同時(shí)指出了問題的根源在于市場(chǎng)細(xì)分不夠、平臺(tái)專業(yè)化程度不高、沒有獨(dú)特的發(fā)展策略,而網(wǎng)貸平臺(tái)的發(fā)展方向在于細(xì)分市場(chǎng),制定專業(yè)且獨(dú)具特色的發(fā)展策略。第三,本文用案例分析,展示聚金資本用市場(chǎng)細(xì)分和利基戰(zhàn)略的思想細(xì)分融資主體并制定發(fā)展策略的過程,指出其以產(chǎn)品細(xì)分市場(chǎng)并推出特色投資產(chǎn)品是實(shí)現(xiàn)業(yè)務(wù)轉(zhuǎn)型與資源整合為平臺(tái)開拓成長(zhǎng)空間的主要原因。第四,就聚金資本的案例向經(jīng)營(yíng)者提出重視細(xì)分,及早轉(zhuǎn)型的一系列建議。結(jié)合案例和行業(yè)現(xiàn)狀向監(jiān)管者提出監(jiān)管趁早、持久監(jiān)管的建議。最后一部分總結(jié)文章觀點(diǎn),重申同質(zhì)化問題的嚴(yán)重與細(xì)分融資主體的重要作用,平臺(tái)應(yīng)重視特色化經(jīng)營(yíng),制定特色化經(jīng)營(yíng)的戰(zhàn)略布局等。此外,還對(duì)課題在作者研究中的位置做出說明,本文可以成為一系列研究的第一步,未來尚有許多相關(guān)的課題可以繼續(xù)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.
【學(xué)位授予單位】：河南財(cái)經(jīng)政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F724.6;F832.4

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本文編號(hào)：1959062