Research On Pricing Strategy Of P2P Network Loan Based On Bilateral Market

With the rapid development of Internet technology in China and its continuous infiltration to the traditional financial industry,Internet finance has become more and more attention from all sides.P2 P network borrowing as one of its specific forms of expression,which combined with Internet technology applications and network lending "convenient and fast" features,through the Internet platform can be achieved between individuals and individuals between the direct lending.In recent years,especially since 2012,P2 P network loan industry in China is very rapid development,regardless of the number of platforms or volume are showing geometric growth,but the industry few platform to achieve profitability.P2P network loan platform as a contact agent and borrower information intermediary platform,has a very obvious bilateral market characteristics.Unlike traditional markets,the pricing strategy developed by the P2 P network not only affects whether the lender and the borrower will choose the platform to register the transaction,but will also affect the total amount of transactions realized by the platform.Therefore,the P2 P network loan platform,how to meet the needs of borrowers and borrowers,a reasonable pricing method has become a serious consideration to the problem.Based on the basic theory of bilateral market and the characteristics of P2 P network loan industry,this paper studies the pricing strategy of P2 P network loan platform.First of all,it reviews the relevant research on the basic theory and platform pricing strategy of bilateral market.Then,it summarizes the main influencing factors of bilateral market structure,characteristics and pricing strategy of P2 P network loan platform,which constitutes an important prerequisite for establishing theoretical model The Secondly,this paper establishes a monopoly P2 P network loan pricing model under different charging conditions,including charging price,transaction feeand two-step charging model for both sides,and deriving the pricing structure when deriving the profit maximization And further explore the impact of borrower’s credit,platform search matching,intra-group network externality and inter-group network externality and other major factors on platform pricing strategy.On this basis,the pricing model is further extended to the platform competition situation,the establishment of the static conditions and dynamic conditions under the competitive platform pricing model,and to explore the main factors on the impact of platform pricing.The conclusion of the research shows that:(1)the platform has a high charge for the borrower,and the difference of the network externalities is the main reason for the non-neutral structure of the network loan platform.(2)In order to improve the platform’s own pricing power,the platform often through a variety of publicity and concessions to attract more users to join the platform,thus expanding the market share of the platform.(3)the platform can be through a various publicity and concessions to attract more users to join the platform,thus expanding the market share of the platform.When the platform to reach a certain size and stability in the development stage,the platform can be borrowers and borrowers to charge a higher fee to get more revenue and profits.Finally,this paper chooses the representative P2 P network loan platform-pleasant loan as a case to qualitatively analyze the asymmetric pricing strategy,the difference development strategy and the cross subsidy strategy of the pleasant loan.The case study makes us The theoretical study of this article have a more profound understanding.