竞争条件下的P2P网贷平台定价策略研究

被引：26

作者：

张春霞 ^{[1
,2
]}

蔡炎宏 ^{[3
]}

刘淳 ^{[3
]}

机构：

[1] 北京大学经济学院

[2] 中国农业银行

[3] 清华大学经济管理学院

来源：

清华大学学报(自然科学版) | 2015年 / 55卷 / 04期

关键词：

互联网金融; P2P网贷平台; 双边市场; 定价策略;

D O I：

10.16511/j.cnki.qhdxxb.2015.04.014

中图分类号：

F724.6 [电子贸易、网上贸易]; F832.4 [信贷];

学科分类号：

1201 ; 020204 ;

摘要：

互联网金融正在中国经济体制下迅猛发展,对整个金融生态产生积极影响,P2P网贷平台是其中最有活力和代表性的业务模式,而定价策略是其成功的核心要素。该文借鉴传统双边市场定价理论,建立竞争条件下P2P平台的定价模型,并就模型均衡状态的经济意义进行探讨。建模分析结果表明:均衡状态下,平台对投资人的定价低于平台对借款人的定价;平台的利润与平台的差异化程度正相关;平台低于竞争对手定价时,将赢得更多的市场份额。相关理论结果可很好地解释现存P2P平台的不对称定价、产品差异化和价格战等实践。

引用

页码：470 / 474

页数：5

共 11 条

[1]

Herding behavior in online P2P lending: An empirical investigation[J] . Eunkyoung Lee,Byungtae Lee.Electronic Commerce Research and Applications . 2012 (5)

[2]

Peer to Peer Lending: The Relationship Between Language Features, Trustworthiness, and Persuasion Success[J] . Laura Larrimore,Li Jiang,Jeff Larrimore,David Markowitz,Scott Gorski.Journal of Applied Communication Research . 2011 (1)

[3]

PLATFORM COMPETITION IN TWO‐SIDED MARKETS[J] . Jean‐CharlesRochet,JeanTirole.Journal of the European Economic Association . 2010 (4)

[4] A Price Theory of Multi-Sided Platforms [J].

Weyl, E. Glen .

AMERICAN ECONOMIC REVIEW, 2010, 100 (04) :1642-1672

[5]

Strategic Herding Behavior in Peer-to-Peer Loan Auctions[J] . Michal Herzenstein,Utpal M. Dholakia,Rick L. Andrews.Journal of Interactive Marketing . 2010 (1)

[6]

How accounts shape lending decisions through fostering perceived trustworthiness[J] . Scott Sonenshein,Michal Herzenstein,Utpal M. Dholakia.Organizational Behavior and Human Decision Processes . 2010 (1)

[7]

Bidding strategies for real-life small loan auctions[J] . Lauri Puro,Jeffrey E. Teich,Hannele Wallenius,Jyrki Wallenius.Decision Support Systems . 2010 (1)

[8]

Competition in two‐sided markets[J] . MarkArmstrong.The RAND Journal of Economics . 2010 (3)

[9]

Estimating market power in a two‐sided market: The case of newspapers[J] . ElenaArgentesi,LapoFilistrucchi.J. Appl. Econ. . 2007 (7)

[10] An empirical analysis of payment card usage [J].

Rysman, Marc .

JOURNAL OF INDUSTRIAL ECONOMICS, 2007, 55 (01) :1-36

← 1 2 →