Research On Financial Vertical Search Platform In P2P Online Loan

In 2007,China's first P2 P platform PPDAI was established,then the Chinese P2 P companies sprung up,P2 P in China's had a rapidly development,and P2 P business innovating tend to be diversity.With Innovation and development,more and more P2 P companies did not limit their business to financial services,but for supporting financial business.For example,Bank-rate Company and Rong360 Company are the financial vertical search platform in United States and China respectively.As the emergence and development of financial vertical search platform,this innovation can effectively reduce the information asymmetry in the financial industry,reduce transaction costs,thereby improving financial efficiency.This paper mainly deals one of P2 P innovation mode: financial vertical search platform.Taking China's rong360 platform as an example,this paper mainly studies and analyzes the operation mode of the financial vertical search platform derived from P2 P innovation.Through studying the core technology,innovation,sustainability and Advantages of financial vertical search platform,and take it comparing with the P2 P standard platform,this paper have analyzed the competitiveness of financial vertical search model and the future direction of P2 P network loan development.Through the analysis of financial case,we can get a conclusion that the financial vertical search platform is the future development direction of P2 P transformation and it's a sustainable innovation platform.This paper analyzes the innovation and development of P2 P network loan industry in China,and puts forward some countermeasures and suggestions on the development of financial vertical search platform in our country.Finally,through analyzing the case of rong360 from the fifth chapter of this article,we can get some revelation.