Research On The Development Of Network Crowd Funding Platform Of Yu Ebao Based On Users’ Perspective

In recent years, network crowd funding, as a new model in the finance field, has some problems in its early stage of development just like any emerging things. For example, the problems of lack of supervision, policy lagging, great risk of information security, low maturity of users and single variety of program, all of which restrict the development of network crowd funding platform in different degrees.This paper conducts a study on the network crowd funding platform of Yu Ebao based on users’ perspective. First, it can be seen from the contrast of crowd funding platforms at home and abroad that the number of crowd funding platform programs, the number of people participating in and the amount of raised funds, etc. at home cannot reach the international standard. Besides, the type of crowd funding platform is quite unitary and its pattern is not internationalized enough and so on. Second, through the descriptive analysis of data obtained through questionnaire survey about Yu Ebao, conclusions are drawn about the sample feature of users, the situation of users’ crowd funding investment experience, their investment orientation and preference, etc. Finally, to solve problems analyzed, corresponding countermeasures are put forward involving aspects such as users’ base, platform operation, policy and law and humanistic environment, etc.Through the study, problems are found in Yu Ebao and most network crowd funding platforms: low maturity of users, relatively little investment experience, cautious attitude toward emerging things, immature mentality and tendency to short-term benefits; and defects in publicity, security and quality of program: low maturity of users, lagging of publicity, security risks, low quality of program, no supportive policy, lagging of law and so on. Therefore, we suggest strengthening the cultivation of mature users and the investment of security technology to platform operation, cultivating project team of high quality, realizing legislation of crowd funding, strengthening supervision and creating the cultural environment supporting innovation and charity. The target case for this study is Yu Ebao which is a product of financial innovation listed just two years ago. Yu Ebao both has the characteristics of network and the essence of crowd funding and the current studies by experts from both at home and abroad on the network financial products like Yu Ebao are still small both in quantity and content, so there is still large space for study in this field. In the end, countermeasures and suggestions are advanced in the end of the paper from the aspects such as investor protection and development, law and regulations construction, market supervision and humanistic environment. Since great defects exist in domestic intellectual property rights protection, network crowd funding platform innovation and the construction of credit environment, it still needs a long time to build the operation environment of network crowd funding platform and realize value identity of network crowd funding. The development of localization of network crowd funding will be regarded as a rigid demand, and once it is generally recognized within the industry, its enormous energy guiding function will be brought into play and thus to promote the great development of domestic economy and social undertakings.