Research On Market Development Strategy Of Online Loan Platform Based On Market Segmentation Case

P2P lending platform is the information media institution,as a connection of investors and financing entity,which is a key part supporting the development of lending platform.The study of financing entity's demand is the base of P2 P lending market designing financing products.This dissertation starts from this point,from the view of products-segmentation,focuses on how the platforms make a professional market-development strategy to meet market demand.From a practical point of view,China's P2 P lending doesn't segment the financing entity market well enough.And the question of homogenization is popular in industry.Besides,there are latent problems: the competition is too simple,and platforms can't adapt changing of environment.Aim at the problems above,this dissertation talks about the case of the development strategy made by platform-“Jujinziben”.This dissertation contains five parts.The first part gives the introduction of Market Segmentation and the Market-nicher strategy,which is the method base of this research of P2 P lending market.The second part is the analysis of current standing of China's P2 P lending industry,which talks about the problem of homogenization in industry and the primary cause is that the segmentation and professionalization is not enough,and the development strategy is weak.Thus,segmentation and professional-special strategy is important.The third part is the case study,which use the case of Jujinziben uses Market Segmentation and Market-nicher strategy to make strategy,points out that its using products to segment market and putting out special investment products is the main reason of Jujinziben to make transition and find developing-space.In the forth part,owners are suggested to segment market and transit early.The supervisors are suggested to make the supervision early and continuing.In the last part,the conclusion is made up that the homogenization is serious,the segmentation of financing entity is important,and platforms should pay more attention to specialization and professionalization development strategy.The position of this research in the whole study of P2 P lending platform is explained.This paper is the first step of the study,and there are more possible directions to continue the research.