新的社会环境下互联网与智能技术的不断提升，大数据征信应用场景呈现多元化发展趋势，传 统征信行业发展格局发生了极大的变化，并使得大数据征信逐渐向生活领域的各个方面延伸。在互 联网金融不断发展的大环境下，大数据为征信数据提供了更多样及更稳定的来源渠道，传统的个人 征信系统开始与互联网金融融合，借助云计算、大数据等技术，我国的个人征信建设实现了个人征 信数据广泛覆盖和实时更新，迎来了一个全新的局面。然而我们必须清醒地认识到，虽然互联网金 融个人征信模式与传统个人征信模式相比具有极大地变化，但从根本上来说，其并没有脱离金融和 征信的范畴。换言之，互联网和大数据技术带来的革新尚且还在运行模式层面，对风险问题的防范 仍是互联网金融背景下的个人征信模式所不能轻视的关键问题。随着对互联网金融个人征信模式关 注度的逐渐攀升，其信息和技术应用的便捷性改变了人民生产和生活习惯，同时，受多方面因素的 影响，互联网金融个人征信模式运行弊端也在不断显现。因此，本文的行文目的恰是为了探究在互 联网金融背景下个人征信模式运行所存在的问题，如个人征信体系建设不足、信息不对称等，以提 出针对性的解决问题和措施，加强国内个人征信建设，为互联网金融和个人征信行业奠定坚实的发 展基矗 本研究综合运用了文献研究法、案例分析法、对比分析法及归纳分析法等多种研究方法，梳理 了互联网金融背景下个人征信模式的研究背景与研究意义，并总结分析了相关的理论基础和文献综 述。本文认可京东白条作为互联网金融个人征信模式创新的实践经验，故将其作为个人征信模式的 研究案例。本文的行文逻辑如下：首先，从当前我国的个人征信模式运行现状可知，我国个人征信 建设起步晚，且以公共征信为主，与传统个人征信模式相比，互联网金融个人征信模式具有明显的 信用共享平台、征信应用场景多元化、便捷性和实时性优势，然而信息安全领域存在隐患和风险、 信用风险复杂化及市场发展尚不完善，使得互联网金融个人征信模式运行弊端逐渐显现。理论框架 的搭建之后，本文选取京东白条作为互联网金融下的个人征信模式作为研究案例，探究京东白条个 人征信模式运行现状，在此基础上挖掘其个人征信模式运行问题，包括个人征信信息收集不完整、 信息质量不高、风险控制体系不完善、应用情境狭窄等。最后，本文尝试在在上述分析基础上提出 基于互联网金融的个人征信模式改革方案，具体来说，本文以优化思路提出拓展数据采集渠道、优 化单一数据获取方式、征信信息与结果接入征信中心、丰富个人征信应用场景等建议，并强调构建 多元化的个人征信市尝利用大数据技术提升征信信息质量、加强个人征信权益保护制度建设、改 善互联网金融个人征信环境、构建完善的征信共享机制、优化个人征信监管体系等方面的重要性。 结合京东白条的案例，本文认为这些建议有利于保障京东白条个人征信模式的稳定及可持续运行。 关键词：互联网金融；京东白条；个人征信模式 II Abstract In the new social environment, the Internet and intelligent technology are constantly improving, which promotes the diversified development trend of the application scenarios of big data credit investigation. Correspondingly, the development pattern of the traditional credit investigation industry has undergone great changes. The big data credit investigation has gradually extended to all aspects of the life field. Under the background of Internet finance, the booming development of big data has greatly expanded the sources of credit data, effectively promoted the integration and development of traditional personal credit and Internet financial credit. With the help of cloud computing and big data, personal credit information system has been achieved extensive data coverage and real-time updates opening up a whole new situation in China's personal credit system building. However, we must soberly realize that although the personal credit investigation model based on Internet finance shows a great difference from the traditional ones, it could not fundamentally deviate from the financial domain and credit information problems. The innovation brought by the development of the internet and big data technology can be seen as big progress about the operation mode but has little to do with risk avoidant issue, therefore, the prevention of the risk problem still is the most important concern. The interest level of personal credit investigation mode based on Internet financial has gradually increased, and the convenience of its information and technology applications has changed the people's productivity and living habits. However, with the continuous expansion of its development and impacts of many factors, the shortcomings of the operations of current mode are constantly emerging. Therefore, in order to explore the problems in the context of Internet finance, such as insufficient construction of personal credit information system, information asymmetry, etc., this article attempts to propose targeted solutions and measures to strengthen domestic personal credit construction, building up a solid foundation for the development of Internet finance and personal credit investigation industry. This research uses a variety of research methods, such as literature research, case analysis method, comparative analysis and inductive analysis method, to sort out the research background and research meanings of the personal credit investigation model in the context of internet finance, and summarize the relevant theoretical basis and literature review. Jingdong white strip is selected as a research case to further analyze the innovation experience of the new personal credit information model. First of all, based on the current status of China’s personal credit investigation model, it can be seen that the construction starts late and more rely on the public credit system. Compared with the traditional personal credit information model, the one improved by the development of internet finance has more advantages, such as an information-sharing platform, diversified application scenarios, convenience, and real-time advantage. But what needs to be admitted is that the hidden dangers and risks in the information security field, the complexity of credit risks, and the imperfect market development have made the shortcomings of the operation of the Internet-financial personal credit investigation model gradually appear. Secondly, Jingdong white strip is selected as the research case to explore the current situation of the new personal credit III information mode. On this basis, the problems, which include the incomplete collection of personal credit information, the insufficiency of high-quality information, the imperfect risk control system and the narrow application context are explored. Finally, based on the above analysis, this article points out the reform plan of the personal credit information system based on Internet finance. On the one hand, it proposes to expand data collection channels, optimize single data acquisition methods, access credit information and results to credit centers, and enrich application scenarios with individuals. On the other hand, establishing a diversified personal credit information market, using big data technology to improve the quality of credit information, strengthening the construction of the protection system of personal credit rights, improving the environment of the credit investigation system with internet finance, building a perfect credit sharing mechanism, and optimizing the supervision system could also be good suggestions, which ensure the stable and sustainable operation of the Jingdong white strip, which is the most representative practice of the new personal credit investigation model. Keywords: internet finance, Jingdong white strip, personal credit investigation model IV 目 录 摘要 ... I Abstract .............................. II 第一章 导论 ....................... 1 1.1 研究背景与研究意义 ......................... 1 1.2 国内外研究现状 2 1.2.1 个人征信方面 .......................... 2 1.2.2个人征信评估方面 ................... 3 1.2.3 个人征信模式方面 .................. 4 1.2.4 互联网金融模式个人征信 ...... 5 1.2.5文献综评 .... 6 1.3 研究方法与内容 .. 6 1.3.1研究方法 .... 6 1.3.2研究内容 .... 6 1.4 创新点与难点 ...... 9 第二章 理论基础 ........... 10 2.1 信息不对称理论 10 2.2 长尾理论 ............ 10 2.3 公共物品理论 .... 11 2.4 交易费用理论 .... 11 第三章 互联网金融下我国个人征信模式 .... 13 3.1 我国个人征信模式现状 ................... 13 3.1.1 个人征信建设