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论文编号：	14582
作者编号：	2320213580
上传时间：	2024/6/2 22:22:19
中文题目：	Z消费金融公司商业模式优化研究
英文题目：	Research on the Optimization of the Business Model of Z Consumer Finance Company
指导老师：	李亚
中文关键字：	消费金融；商业模式；Z消费金融公司
英文关键字：	Consumer finance; Business model; Z Consumer Finance Company
中文摘要：	以数据为中心的互联网、AI人工智能、云计算、5G等数字技术催生了新的消费结构和消费方式。在响应国家关于扩大内需，促进经济的号召下，消费金融成为了一种行之有效的金融服务方式，在现阶段成为了具有重要意义的金融要素。不断优化和提升消费金融体系，让消费金融成为带动经济市场增长的主要动力成为主要目标。近年来，面对央行、银保监对消费金融的监管趋严、政策收紧，并明确提出了“规范发展消费信贷”，将行业发展的模式、结构、规模等全面纳入监管，这也在很大程度上影响了行业发展的整体环境。 2015年在两大股东招商银行和中国联通共同助力下，Z消费金融公司成立了。自成立之日起就坚持探索纯线上、轻运营的互联网消费金融的创新发展道路，通过科技赋能，金融创新实现了规模、效益、质量、结构的均衡稳健发展，成为全国消费金融行业的头部公司。 本文主要研究Z消费金融公司的商业模式，将Z消费金融公司的商业模式按照奥斯特瓦尔德的商业模式画布拆分成九个模块进行分析。在外部环境分析上，采用PEST模型对Z消费金融所处整体外部环境进行分析，在产业竞争环境方面，采用五力模型分析了消费金融行业当下的基本竞争态势，同时对Z消费金融公司进行了SWOT分析。 Z消费金融公司的业绩表现方面，利用财务数据量化分析了Z消费金融公司的经营数据，随后根据商业模式画布的思路提出了Z消费金融公司的现状，进而提出了在商业模式中存在的问题——产品同质化严重、获客渠道太过依赖第三方、客户质量下降等，同时给出产生这些问题的原因分别是：产品缺少创新及差异化设计、长期依赖第三方获客导致自营渠道获客能力太弱、客群下探及优质老客户不断流失，在将问题及原因深入剖析后，给出建议和对策，做好客群细分，深挖新老客户需求，加强客户服务深度，线上营销运用多元化营销策略，持续拓展新客，激活老客户，同时，建议发展线下业务，线上线下协同展业，形成联动生态，打造销售闭环。希望Z消费金融公司经过调整后突破发展瓶颈，坐稳消金行业的头把交椅，也期待本文的相关分析结果能够为其他消费金融公司商业模式的优化及创新提供借鉴和参考。
英文摘要：	Digital technologies such as the data-centric Internet, AI, cloud computing, and 5G have given birth to new consumption structures and consumption patterns. In response to the country's call to expand domestic demand and promote the economy, consumer finance has become an effective way of financial services and has become a financial element of great significance at this stage. Continuously optimize and upgrade the consumer financial system, so that consumer finance can become the main driving force for economic market growth. In recent years, in the face of the tightening of the supervision and policy of the central bank and the China Banking and Insurance Regulatory Commission on consumer finance, and clearly put forward the "standardized development of consumer credit", the model, structure and scale of industry development have been fully included in the supervision, which has also greatly affected the overall environment for the development of the industry. In 2015, with the joint help of the two major shareholders, China Merchants Bank and China Unicom, Z Consumer Finance Company was established. Since its establishment, it has adhered to the innovative development path of pure online and light operation of Internet consumer finance, and has achieved balanced and steady development of scale, efficiency, quality and structure through the empowerment of science and technology, and has become a leading company in the national consumer finance industry. This paper mainly studies the business model of Z consumer finance company, and divides the business model of Z consumer finance company into nine modules according to Ostwald's business model canvas. In terms of external environment analysis, the PEST model is used to analyze the overall external environment of Z consumer finance, and in terms of industrial competition environment, the five forces model is used to analyze the current basic competition situation of the consumer finance industry, and the SWOT analysis is carried out on Z consumer finance company. In terms of the performance of Z consumer finance company, the operating data of Z consumer finance company was quantitatively analyzed by using financial data, and then the current situation of Z consumer finance company was put forward according to the idea of business model canvas, and then the problems in the business model were put forward - serious product homogeneity, customer acquisition channels were too dependent on third parties, customer quality declined, etc., and the reasons for these problems were given as follows: lack of product innovation and differentiated design, long-term reliance on third-party customer acquisition, resulting in too weak customer acquisition ability of self-operated channels, After in-depth analysis of the problems and causes, give suggestions and countermeasures, do a good job in customer segmentation, dig deep into the needs of new and old customers, strengthen the depth of customer service, use diversified marketing strategies in online marketing, continue to expand new customers, activate old customers, and at the same time, it is recommended to develop offline business, online and offline collaborative business, form a linkage ecology, and create a closed loop of sales. It is hoped that the relevant analysis results of this paper can provide reference for the optimization and innovation of the business model of other consumer finance companies.
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