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论文编号：	14327
作者编号：	2320213550
上传时间：	2023/12/11 21:43:38
中文题目：	R互联网金融产品垂直搜索平台战略研究
英文题目：	Research on Platform Strategy of R Internet Financial Product Vertical Search
指导老师：	吴德胜
中文关键字：	互联网金融，垂直搜索，平台战略优化
英文关键字：	Internet finance, vertical search platform, platform strategy optimization
中文摘要：	在互联网飞速发展的今天，金融体系也随之发生了根本性的变革。尽管普惠金融已发展多年，但高度同质化的资金供给与个性化的资金需求之间的矛盾、供需双方信息不对称的特点以及匹配供需的交易成本大等劣势依旧存在，金融产品垂直搜索平台的出现能够解决此种问题。但面对当前平台企业竞争日趋激烈的环境，潜在覆盖者带来的巨大威胁，此类平台应该如何持续发展，应如何通过调整战略来抵御威胁是本文研究的主题。 本文采用了文献分析法及理论和实践相结合的方法，以R平台为研究对象。首先研究国内外相关文献，对当前的平台发展尤其是平台战略进行分析。根据R平台的现状及发展中存在的问题，研究其调整战略的必要性。运用PEST和波特五力模型来分析公司的外部环境，分析出R平台当前的机会因素以及威胁因素。然后，根据分析，选择出最适合R平台战略目标及进一步发展的平台战略，即在最高层面执行发展型战略，在业务层面，执行多元化战略。围绕平台架构的设计、生态圈的拓展、以及盈利模式优化来构建战略优势和优化措施。最后，围绕平台的优化措施，制定相应的保障措施以确保战略实施过程可控可行。 通过分析，当前互联网金融产品垂直搜索依旧有很大的潜在市场，R平台需需要在竞争激烈的环境中及时调整战略来获得进一步的发展。同时，通过研究，也给相关平台类企业的战略决策和执行提供一定的参考，对同类平台的发展有一定的理论和实践意义。
英文摘要：	When inclusive finance becomes the main melody of the development of Internet finance, the contradiction between highly homogeneous capital supply and personalized capital demand, the characteristics of information asymmetry between supply and demand, and the high transaction cost of matching supply and demand are gradually highlighted, which have also become important factors restricting its development. At this time, the vertical search platform for financial products, a financial service derivative designed to eliminate the information asymmetry between supply and demand and reduce transaction costs, also emerged. As an early entrant in this field, R Company has been deeply engaged in this industry for many years. This paper takes R company as the research object, introduces the development process, current situation and problems existing in the development of R company. Through the analysis of the company's internal resources and capabilities, the current advantages and opportunities of R company are obtained. For specific strategies, advantages are built, and strategy implementation steps and strategic safeguards are formulated to ensure that the strategy implementation process is controllable and feasible. In the process of research, this paper collects and sorts out a large number of platform strategy theories, and fully combines the specific situation of R company to analyze the optimization direction of the company's platform strategy, which can better guide the development of R company and provide certain reference for similar companies in strategic decision-making and implementation.
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