大陸P2P借貸平台發展策略之研究 — 以陸金所為例

An Analysis on China Peer-to-Peer Lending Platform Strategies: Case Study of Lufax

鄭皓峰(Hao-Feng Cheng)

指導教授 ： 湯明哲

國立臺灣大學/管理學院/國際企業學研究所/碩士(2016年)

https://doi.org/10.6342/NTU201600977

摘要

本研究旨在探討與 P2P 借貸產業相關的平台型企業,並以陸金所為例,分析其 P2P 借貸業務平台的各階段發展狀況與成功因素,作為未來其他潛力企業的借鏡。
本研究將陸金所 P2P 借貸平台分成三個部分來分析,分別是發展策略分析、管 控制度分析和競爭策略分析。研究分析顯示,在發展策略分析方面,陸金所利用「投 資券」策略吸引用戶,並透過將商品的複雜程度降低、導入擔保機制等方式來加速 用戶媒合,此外,陸金所起步時主要是採取「搭便車策略」來啟動平台;在管控制 度方面,陸金所除了清楚制定借貸規則外,亦透過第三方社群論壇「陸長網」間接 影響個體行為,同時收集用戶交易與行為數據,並透過罰息等市場機制降低倒帳誘 因;在競爭策略方面,陸金所透過完善風控系統篩選優質借款人,增加跨邊網路效 應,再透過投資券、債權轉讓功能和陸長網的知識分享,增加同邊網路效應,最後 藉由陸長網的知識專屬性,與母公司平安集團的資金支援,增加平台的轉換成本, 形成強力的競爭優勢,此外,更透過陸金所三個階段的平台轉型,形成對傳統銀行 業的覆蓋威脅。

關鍵字

P2P借貸 ； 大陸P2P借貸產業 ； 平台策略 ； 陸金所

並列摘要

Illustrating with the case of Lufax, the purpose of this study is to examine the success factors and each development phase of P2P lending platforms. This will serve as a reference for future potential P2P platforms.
The study analyzes Lufax P2P lending through the following three parts: development strategy, control system and competition strategy. It was found that in the development strategy, Lufax used “investment coupons” to appeal to more users, simplified products and credit guarantee mechanisms to help match users more efficiently and leveraged the “Piggyback Strategy” when it launched. In the control system, not only did Lufax set clear lending rules but also indirectly affected users’ behavior through third-party social forum, Lufaxy. Meanwhile, Lufax collects and analyzes users’ transaction data and also design market mechanisms such as penalty interest to reduce default risk. In the competition strategy, Lufax increases cross-side network effects by screening qualified borrowers through comprehensive risk control systems, enhance same-side network effects by using investment coupons, obligation transference features and information shared on Lufaxy. Through leveraging the information exclusiveness of Lufaxy and leveraging the strong financial support from its parent company, Ping An Group, Lufax was also able to increase the switching cost of its platform, thus creating a strong competitive advantage. Through its three-stage platform transforming, Lufax was able to establish enveloping threats to traditional banking industry.

並列關鍵字

P2P lending ； China P2P lending industry ； Platform strategy ； Lufax

參考文獻

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