Analysis Of Factors On Personal Uncollateralized Loans In Shanghai Pingan

With the policies introduced by China government to boost domestic demand, and the influence of western consumer culture, there is an increasing demand trend in the personal loan market. However, the supply market of personal loan cannot meet the growing needs. In addition, it is troublesome for an individual to get loan from banks, or unsecure in informal lending.Since2005, Pingan has launched the project of Personal Unsecured Loans, and by now Pingan has occupies the market share over80%. From2010the market of personal unsecured loans entered its growth stage from the import period, because other finance organizations like joint-stock banks, consumer financing companies and insurance companies, participate in this market. This brings a challenge to Pingan-how to sustain its advantages in the personal unsecured loan market?The author studied the related theories and researches, and analyzed the characteristics of the Chinese personal unsecured loan market, including its current status and trends, identified the habits, preferences and decision-making factors by sampling, interviews and focus groups, compared Pingan with its competitors in products, prices, channels and risk management, and finally proposed strategy recommendations to Pingan on its pricing and marketing planning.