The Evaluation Research On Brand Value Of Small And Micro Enterprise Credit Platform

With the rapid development of information technology,the close combination of Internet and finance has become possible.It reduces the time and cost of fund raising greatly.The new era of enterprise credit platform is coming,which provides a solution for small and micro businesses to "financing difficulties and financing expensive".It fills the traditional commercial bank credit business,which can't be fully covered in the field.However,the development of enterprise credit platform is very mixed.There are two industry differentiation phenomena,because of the platform's own business philosophy and weak brand awareness.In order to guide the brand construction of small and micro enterprise credit platform,a set of scientific brand value evaluation system is needed to be measured and analyzed.In this paper,I conclude the system of brand value evaluation methods of domestic,foreign scholars summarize and evaluation methods of the third party rating agencies.At the same time,I analysis brand development of small and micro businesses credit platform.After making quantitative and qualitative analysis on the credit platform brand value,Construct the evaluation index system of credit platform brand for Chinese market value.when According to the research object,how to select the appropriate rating index and how to determine the weight assignment of the rating index should be considered.Choose 20 eligible credit platform as the research object,starting from the enterprise strength?operation ability?risk control?information security?customer experience and 18 indicators in level three.The brand value of credit score calculation platform span 12 months in 2017.The result shows that there are different brand value indices among different platforms,and there exists obvious low-level structure in high school.The score of each level is greatly influenced by the two dimensions of risk control and customer experience.Based on the above research conclusions,I give some Suggestions on brand building of credit platform for small and micro enterprises.The first is to focus on the customer experience,improve the speed of cash withdrawal and customer satisfaction,and enhance customer stickiness.The second is to strengthen risk control,improve security models and compliance operations,and improve platform reliability.The third is to establish safety awareness,strengthen the management and maintenance of the platform information system,and increase transparency.The fourth is to respond to the policy call,abide by industry supervision and market self-discipline in order to increase platform credibility.