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论文编号：	8912
作者编号：	2120142900
上传时间：	2016/12/9 22:49:21
中文题目：	人人贷互联网金融公司的产品竞争策略研究
英文题目：	The study on the competitive strategy of Renrendai’s internet financial prod
指导老师：	胡望斌
中文关键字：	互联网金融;人人贷;竞争策略
英文关键字：	Internet Finance; Renrendai; competition strategy
中文摘要：	2006年以来，互联网金融行业快速发展、第三方支付、P2P业务、其他创新业务如雨后春笋般的集中涌现，给整个金融行业带来了一股强大的冲击。 在野蛮生长近十年后，网络借贷行业终于迎来监管层的正式认可，2016年8月，《网络借贷信息中介机构业务活动管理暂行办法》正式出台。随着监管政策出台，行业定位也更加清晰，在普惠金融的定位上发挥自身价值。金融业的发展本身就与最终客户需求紧紧相关，而互联网金融公司，由于具备互联网的众多优点，例如快速迭代，长尾特性，操作方便，开发迅速，贴近市场等，使得这一行业在形成优秀金融产品这一过程中具有相当一部分竞争优势。人人贷成立于2010年，是一家绝对典型的互联网金融公司，可谓整个行业的元老级代表，成立时间超过目前市场上绝大多数知名平台，例如成交前列陆金所、蚂蚁金服的招财宝、京东金融、腾讯的微众银行、百度理财等大多数知名平台成立时间均不超过4年，之所以选择人人贷为案例分析，也是看重了这个平台在这六年时间的稳定成长，经历了行业与经济的波峰与波谷，能代表这个行业的一部分特点。本文将以人人贷为例，以战略管理、互联网和金融理论相关理论为基础，对人人贷的产品竞争战略进行详细分析。全文分为5个部分，首先对相关理论的回顾和梳理，包括互联网金融相关理论和管理学相关理论，再对人人贷的现状进行SWOT分析，对人人贷具体产品条线进行详细描述，最后根据理论对人人贷的整个产品战略进行详细分析和评估。互联网金融与传统金融最终的竞争点一定是集中于优秀的产品和客户体验上，研究人人贷的产品竞争展战略是我作为该公司一分子的工作指导，将公司的发展方向与个人的职业规划结合起来也是对自己的一种负责态度，同时也希望对其他互联网金融公司的产品发展具备一定的借鉴意义。 图9幅，表2个，参考文献22篇。 关键词：互联网金融、人人贷、竞争策略
英文摘要：	Since 2006, the Internet finance develop rapidly, including the third party payment, P2P business, which have given the entire financial industry a strong impact. in August 2016, the Interim Measures for the management of network lending information intermediary business activities formally introduced. With the introduction of regulatory policy, the industry plays its own value in the positioning of inclusive finance. The development of the financial industry is related with the final customer demand, and Internet financial company, because of the many advantages with the Internet, such as rapid iteration, long tail characteristics, convenient operation, rapid development, close to the market, the industry in the form of outstanding financial products in this process has a considerable part of the competitive advantage. As an typical internet financial company, Renrendai was founded earlier than most well-known famous companies, such as Jindong finance, Tencent micro bank, Baidu finance，etc. This article will take Renrendai as an example, based on Internet finance theory, the competitive strategy and give a detailed analysis. This paper is divided into 6 parts, first make some explanation on the Internet finance, make a review on the current state of Internet finance development, and then sort out the basic theory of competitive strategy, then the analyze Renrendai by SWOT model, finally give a detailed analysis based on evaluation theory of competition strategy Internet finance and traditional finance’s competition must be focused on excellent products and customer experience, so Renrendai’s product competition strategy is focused on competitive products.As a member of Renrendai,I hope this article have a certain value to other Internet finance company’s product development. Key words: Internet Finance; Renrendai; competition strategy
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