Research On The Comprehensive Competitiveness Of P2P Lending Platforms

In 2007,China established the first P2P online loan platform.After 11 years of ups and downs in the online loan industry,we have witnessed its continuous achievements from scratch.At the same time,China's P2P online lending industry is also in the leading position in the world.As an effective supplement to the traditional financial market,it satisfies the investment needs of investors,and also meets the needs of some small and micro enterprises and individuals for funds,which has effectively promoted the flow of domestic funds and the development of inclusive finance.However,in recent years,along with the brutal growth of the domestic online lending industry,problem platforms have frequently appeared,and many problems have gradually emerged.Inadequate supervision,imperfect credit information system,insufficient identification ability of investors,and insufficient maturity of investment concepts have not only caused huge property losses,but also clouded the development of the industry.In view of this,the scientific evaluation of the competitiveness of the online loan platform has important practical significance.The specific research work is as follows:First,from the perspective of the development status and existing problems of P2P online loan industry,this paper sorted out the research results of P2P online loan platform,and pointed out the main purpose and significance of this research from the perspectives of P2P online loan research,investors,P2P online loan platform,regulators and inclusive finance.This paper summarizes the theory of information asymmetry,third-party comment theory and enterprise competitiveness theory,and uses them as the theoretical support of this paper,and promotes them to the P2P online loan field.In addition,the research results on the competitiveness of P2P online lending platforms are introduced in detail to clarify the thoughts for this paper.Secondly,the paper introduces the characteristics of P2P network loan,such as high efficiency,convenience,high risk and high income,and then briefly analyzes the four stages of domestic P2P network loan development: the initial exploration stage,the rapid development stage,the barbaric growth stage and the regulatory regulation stage.The paper also analyzes the development status of P2P online loan industry,and concludes that the development of P2P online loan industry is not evenly distributed,mainly concentrated in economically developed regions,and the number of problem platforms is proportional to the total amount of local platforms.The level of return is steadily declining and tends to be stable,but the overall level is still higher than othertypes of wealth management products;Problems are constantly exposed and solved in the development process of P2P online loan industry,and the general trend is good.The regulatory department also has the determination and confidence to regulate the online loan industry.Thirdly,text analysis is made on the posts from the discussion area of wang dai tian yan and wang dai zhi jia with the help of the word cloud map,and the competitiveness evaluation index system of five dimensions including user experience,security guarantee,risk control,operation ability and capital deposits is established by combining the three supporting theories above.Based on neural network,factor analysis,entropy weight method,analytic hierarchy process 1-9 scaling method,the three parameters of the fuzzy method,TOPSIS method by combining the theory of evidence collection team theory methods such as simple comparison,and considering the subjective values the method of 1-9 scaling method and index scale method can be complementary advantages,objective method of entropy weight method and CRITIC method can be complementary advantages,decided to use a combination of subjective and objective method.Fourthly,an empirical analysis of 20 representative P2P online lending platforms was conducted by using the constructed evaluation model.The research shows that the overall security index has the highest weight,followed by the fund base,risk control and operational capability,and the user experience weight is the lowest.Through comparison and analysis of the P2P online lending platform rating made by the Chinese Academy of Social Sciences,it is concluded that the competitiveness evaluation model of this paper is reasonable.Fifth,the regulatory authorities should increase the intensity of platform compliance checks and urge the platform to conduct more extensive information disclosure,and facilitate the exchange of information between platforms,platforms and credit information systems to improve the construction of credit information systems.According to the status of the development of the industry,the regulatory authorities should set the threshold for the entry of the platform and the basic quality of the industry practitioners to ensure that the overall level of the industry is improved from the root cause.In addition,the construction and support of third-party platforms should be expanded to expand.The information channel for investment and financing users;the P2P platform mainly proposes corresponding suggestions according to the importance of each indicator.At the same time,the platform should strengthen self-discipline,operate under the premise of compliance,improve the profit under the premise of controlling risks,and point out the platform.The importance of distinctive features,while building brand characteristics,can not neglect all-round development;investors should pay attention to risks and benefits,improve their financial management capabilities,and appropriately diversify investments to reduce risks.