| In recent years, with China's entry into economic transformation and upgrading period, its future economic growth will largely depends on the incentives and stimulation of consumption.The consumer market has been further developed because of the promotion of the residents' consumption ability and income growth. In 2014 China's final consumption rate increased to 51.2%, reached its highest level since 2007, but compared with developed countries, it is still low.Therefore,the consumer market enjoys great potential to develop.The benign development of China's consumer market and the rapid growth of the residential consumption will also produce positive stimulus to the development of consumer financial industry. The scale of consumer credit has been growing quickly and reached 1.54 billion yuan in 2014,18.4% more than last year. I research expects that, during 2014-2019, our country's consumer credit scale will remain the compound growth rate of 19.5%, reached 37.4 trillion yuan in 2019.However, according to the data of the People's Bank of China, only 25.1% of the individual completed a loan through traditional financial institutions and left personal credit record in personal credit information database of central bank. So far, the service ability of traditional financial institutions is relatively simple and the business process is complicated and time-consuming.Along with the rapid development of internet technology, the internet financial market has got further development in our country. It is expanding through a simple and rapid loan process.At present, China's internet consumption financial market is arising. In 2015, the trading of China's internet consumer finance market has increased 444% and reached more than 140 billion yuan. With the benign development of the internet financial industry, the upgrading of residents'consumption idea and the recognition of internet consumer finance mode, it is predicted that the scale of the internet financial transactions is likely to be more than RMB 900 billion in 2017.Consumer finance of college students'is part of the internet consumer financial markets, mainly refers to provide installment loan financial services for college students to shop online through internet. The main consumer groups are college students, the core products are mainly 3c, light luxury and famous brand products. They usually shop on the existing electric business platform or online shopping mall built by the platform.The marketing strategy mainly focus on the offline promotion of the campus by the ground teams and sign face to face to control risk. The typical installment financial platform such as Fenlile, Qufenqi, Aixuedai,have developed rapidly in recent years, widely favored by the market.There are about 26 million college students in China. College students are an integral part of the consumer market in China. Based on the past research on college students' credit consumption characteristics from literature,college students have strong ability to accept, advanced consumption idea, and are willing to accept new consumption patterns. Apparently, college students are very potential to be credit consumption customers who are worth digging, and have certain natural advantages. Especially since 2009, the China Banking Regulatory Commission called for college student credit card business, which left vast space for the development of college students' credit consumption market.From above, this article will researched on the hot installment financial products among college students and take students from Southwestern University of Finance and Economics as research object through questionnaires to explore the factors influencing college students in choosing campus installment financial products. We are hoping to have a complete characterization on college students' campus in installment financial products market through the research and provide a little help for the subsequent research in the field. In addition, we are hoping to get a rough profile of the users through the survey and provide a reliable resources for current campus financial platform through the first-hand data to help users to improve their products and financial services based on the understanding of user's needs and pain points. We will provide products for college students that really meet their demand and expectation.Through the study of this article, the current campus installment financial market is thriving and prosperous.Venture capital institutions are optimistic about the business model. By comparing the three biggest campus installment financial platform, it is easy to find that although three platforms have different characteristics and develop in different direction, they can not avoid the homogeneity of its essence. It also doesn't help in its long-term development and overall arrangement.They should expand the business.However,whether platformization mode of Fenqile or penetration mode of Qufenqi will recognized by the market,time will tell.In addition, through doing research among the students,we found by far the most effective way to promote campus installment financial platform of promotion is offline promotion, especially the direct means of sticking posters, is most effective to get close to the users.If the platforms want to effectively occupy the campus market,there are still much more work to do on offline promotion.When it comes to product demand, the product amount that college students need and their budget of living are strongly linked.When the cost of living is higher than the budget,installment occurs.From this survey, the demand of installment fees is roughly around 2000 yuan and the life time is roughly in six months. We can see that the consuming style of college students is simple and is cautious about long-term borrowing.Therefore,the campus installment financial platform should dig deeply in their demand of paying and buying to develop more scenario solution to win the users.Finally, we found that the most sensitive part of financial platform is that the service itself through the research on the factors influencing the campus installment financial products.So the platform construction and improving the quality of service platform is of great significance for the its subsequent development. Second, the usability and the product itself is also important. As an internet product, whether the product is convenient and easy to use for the users is decisive and users will focus more on that.the products that the platform can provide are the source of installment demand and the quality of the products deciding whether the students are willing to choose the platform.In addition, the reputation of the product is related. It is important to note that most student didn't pay enough to the safety of the financial product.It is easy to draw the conclusion that most students lack adequate safety awareness and knowledge of credit,which will bring serious social problems in the long term.Hence, the school and society should strengthen the education of the students'financial security awareness and guidance to help the students consume reasonably and borrow rationally.Due to the limited academic level and time,there are some shortages about the article. First,the sample is relatively concentrated, representative may not be enough.Second,we need to continue to analyze and research comprehensiveness and depth of campus financial installment financial products and deepen the study of relevant theories of campus installment financial products. |
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