Research on the Factors Affecting the Competitiveness of P2P Online Loan Platform

Strict supervision has accelerated the reshuffle of China's P2P online lending industry. The compliant platform is also facing increasingly fierce market competition. It is important to promote platform compliance development by analyzing the influencing factors of platform competitiveness and seeking the core advantages of platform competition. According to the data of 204 representative online loan platforms in China which are randomly selected, based on the factor analysis method, this paper studies the factors affecting platform competitiveness to analyze and judge the core advantages of P2P lending platform. The study found that the P2P online lending platform with competitive advantage is outstanding in terms of volume, operation time, number of investors, and payment balance, while brand influence and security are crucial for platform competition, and regional distribution also has impact on platform competition. The impact is that the eastern economically developed regions have relatively stronger competitiveness.