PPDai：

A Sticker of Pure Online P2P Mode

本案例由華東師范大學衣春波撰寫初稿，徐一方修改。由于企業(yè)保密的要求，在本案例中對有關(guān)名稱、數(shù)據(jù)等做了必要的掩飾性處理。本案例只供課堂討論之用，并無意暗示或說明某種管理行為是否有效。

摘　要：隨著互聯(lián)網(wǎng)的逐漸普及和小微借貸需求的日益迫切，國內(nèi)互聯(lián)網(wǎng)金融市場如火如荼地發(fā)展起來。本文介紹了互聯(lián)網(wǎng)金融的典型網(wǎng)站——拍拍貸的發(fā)展歷程、運營現(xiàn)狀，并探討其面臨的運營模式——選擇問題：是堅守純線上平臺還是逐漸向線下模式延伸?P2P行業(yè)面臨大洗牌之際，拍拍貸本源性的戰(zhàn)略定位能否幫助其走得更遠?案例旨在幫助學生了解P2P類網(wǎng)貸的運營情況，通過對拍拍貸面臨的困難問題和發(fā)展選擇進行分析，引導學生利用金融服務(wù)、風險控制、數(shù)據(jù)分析等理論、方法，加強對互聯(lián)網(wǎng)金融的了解。

關(guān)鍵詞：P2P;風險控制;戰(zhàn)略選擇

Abstract：W ith the increasing popularity of the Internet and the im pending loan dem and o f sm allenterprises，the domestic Internet financialmarket develops in its full sw ing.This article introduces the deve lopment process and current situation of the typicalwebsite of the Internet finance，PPdai，and also raises the selection of operating m odel prob lem s.Whether should they stick to the pure online mode or gradually extend to the offline m ode?Whether the strategic orientation o f PPdai can help them go further or not when the P2P industry is facing m ajor reshuffle?By analyzing the dilemma and the choices that PPdaihave faced，this case aim s to he lp students get to know the operating details，which can lead them use the theories and methods of financia l services，risk control and data analysis，etc.to strengthen the understanding o f the Internet finance.

Keywords：P2P;Risk control;Strategic option