P2P网络借贷是通过互联网技术将小额资金聚集起来借贷给有资金需求人群的 一种民间小额借贷模式。中国的P2P网络借贷行业起步较晚，2015年之前并无相关 监管要求或明确立法，行业的野蛮增长导致金融风险频出，2018年下半年开始，行 业暴雷不断，但P2P网络借贷行业仍然具有深厚的市场根基和广阔的发展前景，当 前的雷潮也是行业自身净化、去伪存真的必然过程。 本文以河北省首家国有背景的互联网金融信息中介平台“信投在线”作为研究 对象，对P2P网络借贷行业目前研究现状和行业运营情况进行论述，同时对信投在 线平台整体情况进行介绍，对信投在线平台在运营模式、资产端模式、风险控制、 备案整改等方面的情况进行详述，并与P2P网络借贷行业存在的问题进行对标，对 信投在线P2P网络借贷平台的优势、劣势、机会、威胁进行一一深入剖析，找出目 前信投在线P2P网络借贷平台运营中存在的问题。针对分析中发现的问题，借鉴行 业先进的运营理念、产品设计、风控模型等经验最终提出了五点运营优化对策，对 信投在线P2P网络借贷平台今后的运营提出可行性参考意见。 目前行业备案已然延期，退出和转型成为未来很长一段时间的主旋律。随着监 管持续加码，网络借贷行业将长期处于深度洗牌期，只有那些及时发现并解决运营 中存在问题的平台才能经受得住长时间的考验，才有可能获得存续和发展的机会。 同时也希望本文能为信投在线发展提供有价值的参考，促进人们对P2P网络借贷平 台的认可感和参与感，推动P2P网络借贷行业健康发展。 关键词 P2P网络借贷；信投在线；SWOT分析；运营优化 II Abstract P2P online lending is a private microfinance lending model that gathers small amounts of money to lend to people in need of funds through Internet technology. P2P lending industry of China starts relatively late. There is no relevant regulatory requirements or clear legislation before 2015. The barbaric growth of the industry has led to frequent financial risks. In the second half of 2018, the industry has been violent, but the P2P online lending industry is still with a deep market foundation and broad development prospects, the current thunder tide is also an inevitable process for the industry to purify itself and sort the gold form the lead. This paper takes the first state-owned Internet financial information intermediary platform “Xintou Online” in Hebei Province as the research object, discusses the current research status and industry operating of the P2P online lending industry, and introduces the overall situation of the trust online platform. This paper elaborates on the operation mode, asset-side mode, risk control, filing and rectification of the online platform of credit investment, and compares it with the problems existing in the P2P online lending. The advantages, disadvantages, opportunities and threats of credit investment online P2P lending platform are analyzed in detail, to find out the problems existing in the operation of Xintou Online. Based on the problems found in the analysis, and drawing on the industry's advanced operating concepts, product design, and wind control design, the paper finally puts forward five operational optimization countermeasures, and puts forward the feasibility reference for the future operating of Xintou Online. At present, the industry record has been postponed, and the withdrawal and transformation will become the main theme for a long time in the future. As the supervision continues to increase, the online lending industry will be in a deep reshuffle period for a long time. Only those platforms that find and solve problems in operation can survive the long-term test and it is possible to obtain opportunities for survival and development. At the same time, I hope this paper can provide valuable reference for the benign development for Xintou Online, promote people's sense of recognition and participation in the P2P online lending platform, and promote the healthy development of the P2P online lending industry. Key words P2P online lending; Xintou Online; SWOT analysis; Operation optimization III 目 录 摘要 ................................................................................................................................... I Abstract ................................................................................................................................ II 第1章 绪 论 .................................................................................................................. 1 1.1 论文的研究背景 ..................................................................................................... 1 1.1.1 研究背景 .......................................................................................................... 1 1.1.2 研究意义 .......................................................................................................... 3 1.2 国内外研究述评 ..................................................................................................... 4 1.2.1 国外研究现状 .................................................................................................. 5 1.2.2 国内研究现状 .................................................................................................. 6 1.2.3 国内外研究述评 .............................................................................................. 7 1.3 研究内容和方法 ..................................................................................................... 7 1.3.1 研究内容 .......................................................................................................... 7 1.3.2 研究方法 .......................................................................................................... 8 1.4 研究创新点 ............................................................................................................. 9 第2章 相关概念及理论 ................................................................................................. 11 2.1 基础概念 ................................................................................................................ 11 2.1.1 P2P网络借贷 .................................................................................................. 11 2.1.2 运营模式 ........................................................................................................ 12 2.1.3 风险控制 ........................................................................................................ 13 2.2 相关理论 ............................................................................................................... 14 2.2.1 信息不对称理论 ............................................................................................ 14 2.2.2 监管辩证理论 ................................................................................................ 14 2.2.3 SWOT分析理论 ............................................................................................ 15 2.3 本章小结 ............................................................................................................... 15 第3章 信投在线P2P网络借贷平台运营现状 ............................................................ 17 3.1 平台简介 ............................................................................................................... 17 3.2 产品类型 ............................................................................................................... 18 3.3 运营维护 ............................................................................................................... 19 3.4 风控措施 ............................................................................................................... 19 3.5 整改进程 ............................................................................................................... 20 3.6 本章小结 ............................................................................................................... 21 IV 第4章 信投在线P2P网络借贷平台运营SWOT分析 .............................................. 23 4.1 优势分析 ............................................................................................................... 23 4.2 劣势分析 ...............................................................................................................