Study On Evaluation Of P2P Lending Business Model

For a long time, investment and financing needs of individuals and microenterprises have been unmet due to geographical constraints, high transaction costs, financial institutional constraints and other reasons. Thus, with the advent of the Internet age, a combination of loan and financial services platform-- Peer-to-Peer network lending platform(P2P lending) came into being. Since 2008, on the one hand, individuals and micro- enterprises financing become more difficult due to the monetary tightening, the domestic financial system and other reasons. On the other hand, investors are hard to find high-yielding investment channels because the stock market and property market downturn, resulting in P2 P lending has rapidly grown in recent years and garnered significant attention from public.P2P lending as a new Internet financial model, breaking the geographical restrictions, make an inventory of private capital, saving transaction costs, with the advantages of traditional financial incomparable, but on the other hand the risk is also greatly improved. P2 P lending was experienced a wave of collapse in2014, part of the reason is due to the illegal fund-raising criminals, the other part is due to the P2 P lending business model is not yet mature. Therefore, in addition to strengthening the regulatory P2 P lending platform, cultivate a more mature business model for the development of P2 P lending is also crucial.Firstly, based on the literature review summarizes basic elements of the business model commonly recognized by scholars. Second, analysis of the specific sub-elements of P2 P lending business model under basic elements using grounded theory. Third, using a questionnaire survey method and analytic hierarchy process(AHP) study of index weights of the elements of P2 P lending business model. Finally, the application of case study method to analyze and evaluation of typical P2 P lending, further verify the feasibility of the model, and P2 P lending business model design and improvement recommendations and opinions.The results showed that the main elements of the business model of value proposition, value creation, value delivery and value capture. Specific elements and the weight of P2 P lending business model consisting of brand(27.04%), services(8.04%), technology(14.82%), transparency(5.59%), liquidity(15.67%), the risk-return(16.84%), profitability Situation(5.07%) and earnings potential(6.93%). Evaluation four typical P2 P lending of ppdai, LU, Yixin, PPmoney, the highest score is LU, the lowest is Yixin, ranking results are consistent with P2 P lending website rating. Excellent P2 P lending often has a strong platform background, positive media coverage, faster transfer speed to cash and bonds as well as lower capital leverage characteristics.In this paper, the innovation includes: One is to establish P2 P lending business model specific elements of the brand, services, technology, transparency, liquidity, the risk-return, profitability situation and earnings potential. The second is to build a P2 P lending business model evaluation system model.