该文章以商业计划书作为撰写的形式，以华南区某高等学府 S 教授设想将创立的鹅 毛贷 P2P 公司为起点，针对如何在竞争激烈的 P2P 行业中脱颖而出的问题，运用多种管 理学理论对此进行研究，提出鹅毛贷公司可以通过提高附加价值和降低违约率来获得核 心竞争力。 该商业计划书撰写的背景如下，在国外的互联网金融商业模式的影响下，国内也不 断涌出 P2P 借贷公司，整个行业经历了一段平淡期后，在 2011 年至 2012 年迎来了突破 性的成长，但是，在经过一段快速发展期后，2013 年下半年出现了一波倒闭潮，行业风 险加剧。针对 P2P 行业一方面出现井喷式增长态势，另一方面出现大量倒闭的情形，该 文章通过运用了波特五力模型、SWOT 模型等分析工具，确定了公司一系列扬长避短的 战略组合，并根据公司产品和服务的生命周期，制定了与每个周期相匹配的营销组合方 案，具体来看，鹅毛贷通过建立市场细分专区，建设管理咨询团队，与线下渠道合作、 持续改良服务等措施，增加客户粘性，从而形成较强的竞争壁垒。同时，鹅毛贷公司制 定了全面严谨的风险控制措施，比如多层次审核流程、风险准备金机制等。 依托于公司的两项关键业务，即注重客户需求的营销策略和全面的风控措施，鹅毛 贷在 P2P 借贷行业中能够发展成为一家具有世界影响力的 P2P 公司。 关键词，P2P 借贷；营销；风险控制；商业计划书II Abstract The paper which takes a business plan as the written form starts from an assumption that professor S. wants to found a P2P company called E Mao Dai, aiming at this question: how to become one of the best-known P2P company in the challenging circumstances of the P2P industry case, it is proposed in this paper by using various theories of management that the company can improve the additional value and cut default rates to gain the core competence. The background of the business plan is as follows, under the influence of the internet financial mode in foreign countries, the P2P lending companies started to emerge in our country. In a period of time, the P2P industry developed slowly, but then it grew a lot in 2011/12. After a period of rapid development, there was a wave of closures later in 2013, the risks were growing. On the one hand the P2P industry was growing fast, on the other hand a large number of companies went bankrupt. For this the paper determine the strategy of company E Mao Dai which is focusing on its core skills by using the model of Michael Porter five forces and SWOT, and it determine the marketing combination matched with each cycle, according to the life-cycle theory of the product and service. Specifically, the company named E Mao Dai increase customer stickiness, resulting in the big barriers to competition by establishing sub area, organizing teams of management consulting, cooperating with offline companies, improving the service continuously and so on. At the same time, the company set up the strict measures to control risk such as the vetting process of multi level, the mechanism of risk reserve. Relying on two key activities of company, which are the client-driven marketing and the comprehensive risk control, E Mao Dai can develop into one with world influence in the P2P industry. Key Words: P2P Lending/ Marketing/ Risk Control/ Business PlanIII 目 录 摘要...........................................................................................................................................I Abstract ......................................................................................................................................II 图表清单..................................................................................................................................VI 第一章 绪论..............................................................................................................................1 1.1 选题的背景和意义.......................................................................................................... 1 1.2 文献综述.......................................................................................................................... 1 1.3 研究的内容、方法和技术路线图.................................................................................. 3 第二章 鹅毛贷公司总体情况..................................................................................................5 2.1 关于鹅毛贷公司.............................................................................................................. 5 2.1.1 公司名称................................................................................................................... 5 2.1.2 公司愿景和使命....................................................................................................... 5 2.1.3 公司结构................................................................................................................... 5 2.1.4 人力资源配置方案................................................................................................... 7 2.1.5 人才计划和激励机制............................................................................................... 8 2.2 战略.................................................................................................................................. 9 2.2.1 总体规划................................................................................................................... 9 2.2.2 导入期阶段（1-3 年） .......................................................................................... 10 2.2.3 成长期阶段（3-5 年） .......................................................................................... 10 2.2.4 成熟期阶段（5-10 年） ........................................................................................ 11 2.3 商业模式........................................................................................................................ 12 2.4 本章小结........................................................................................................................ 17 第三章 市场环境分析............................................................................................................18 3.1 市场现状与成长空间.................................................................................................... 18 3.2 环境因素分析................................................................................................................ 20 3.2.1 宏观环境因素分析................................................................................................. 20 3.2.2 行业环境因素分析................................................................................................. 22 3.2.3 竞争对手因素分析................................................................................................. 23 3.3 用户分析........................................................................................................................ 24IV 3.4 SWOT 分析 .................................................................................................................... 25 3.5 本章小结........................................................................................................................ 27 第四章 营销方案....................................................................................................................28 4.1 总体营销规划................................................................................................................ 28 4.2 营销策略具体规划........................................................................................................ 29 4.2.1 快速渗透策略......................................................................................................... 29 4.2.2 产品策略................................................................................................................. 30 4.2.3 渠道策略................................................................................................................. 31 4.2.4 促销策略................................................................................................................. 32 4.2.5 产品和服务改良策略............................................................................................. 33 4.2.6 集中策略和收缩