The User's Loyality Research Of Peer To Peer Lending Platform

The rapid development of Internet has motivated the rapid development of the P2 P lending market.Based on the convenience and openness of the Internet,the users of P2 P network platforms are easy to lose.At the same time,the P2 P lending market has the characteristics of bilateral market.On one hand,it has the characteristics of multi-platform access,and the users have many alternatives among different platforms,this makes users easily switch between different platforms,resulting in a loss of users;Bilateral market,on the other hand,has the asymmetry in the pricing,the essence of which is that the platform prefers to construct which side.And from the current pricing system of PPDAI,we can know that it tends to the side of investors.In view of all the aspects,this paper aims at studying investors' loyalty.its main purpose is that we can help on solving the problem of user's loss of PPDAI through the study and helps the platform to achieve long-term development.The subject of this paper is the P2 P network lending company PPDAI.On the basis of the introduction to the development status of PPDAI,the research focuses on the study of investors 'loyalty.In a rapidly changing network era,cultivating customer loyalty becomes the key point to the success of a company.And based on the characteristics of P2 P network lending market,the user is easy to drain,and the situation of user loyalty is not optimistic.Based on the real transaction data of PPDAI,this paper puts forward the PPDAI-RFM loyalty evaluation model to study the customer loyalty of PPDAI,through which the user groups with different loyalty can be distinguished and finally the users are divided into six categories.Then,from the perspective of customer relationship management,the investor users will be re-classified into three categories.Finally,in accord with the behavior characteristics and loyalty of different types,in this paper,it will put forward some pertinent suggestions to improve the loyalty of users.The power users are in the life cycle of formation stage,they pay attention to products more than the platform itself,and this kind of users are lack of necessary investment experience.Therefore,the methods to improve its loyalty measures mainly include: the development of new products,for free online training,and set up the good reputation of the enterprise;Loyal users are in the life cycle of a mature and stable stage,this kind of users show the highest loyalty to enterprise,and they are the core power of enterprise development.The main measures for such users are: loyal users return plan,VIP service,and strengthen the emotional communication with users,etc.;Erosion type users are in the stage of the life cycle of a recession.Partly,the loss of the users is the natural result of metabolism,but there is still much of the loss ino the case.In order to keep this part of the users,must raise its user loyalty.Therefore measures mainly include: to establish database of lost users and to choose some users of retention value,handle user problems properly,and strengthen the interaction with users,etc.