垂直化消费金融入驻家装市场-无籽西瓜：商业创新计划书.pdfVIP

商业创新计划书 垂直化消费金融入驻家装市场 THU 无籽西瓜队 队员：王相睿 周冠廷 夏琪铃 干思扬 指导教师：清华大学经管学院金融系 陈云玲老师 目录 一、产品概述 ·············································1 二、目标群体 ·············································1 三、市场分析 ·············································2 3.1 传统家装市场现状 ······································2 3.2 互联网家装行业发展现状 ·································3 四、运营模式·············································4 4.1 合作方——互联网家装平台 ································4 4.2 合作方——家装装潢公司、家具商场、建材商 ·························5 4.3 其他市场营销方案 ············································6 五、竞争优势 ·············································7 5.1 对消费者的吸引力 ······································7 5.2 对家装企业的吸引力 ···········································7 5.3 对消费金融公司的吸引力 ·········································8 六、盈利模式 ············································8 6.1 显性收益 ··········································8 6.2 隐性收益 ···········································9 七、风险控制 ·············································9 7.1 个人信用评级系统 ······································9 7.2 贷款风险控制 ·········································11 7.3 贷款利率 ············································11 八、结语 ··············································12 垂直化消费金融入驻家装市场 一、 产品概述 这一模式的核心在于将消费者和消费金融公司通过家装信贷的模式联系起来，通过打 通这一消费链条来促进消费者、家装平台 （线下和线上）、消费金融公司的三方共赢。本文 首先介绍了我们的目标客户群体；接着针对现有家装市场进行了多方面的现状介绍和问题分 析；然后详细的阐述了本模式的具体运营方式；在这之后我们对盈利模式和风险控制具体的 说明和解读，进一步丰富了该商业模式的内涵；最终完整地呈现了垂直化消费金融入驻家装 行业这一商业模式。 二、 目标群体 主要目标群体——80 后90 后白领 全国工商联和搜狐家居联合京城主流媒体发起的“80 后家居消费大调查”结果显示， 有近半数80 后白领在房价不断上涨的压力下，装修款首选3 至5 万档，用于家装的费用与 动辄百万的房价形成了相当悬殊的比例。其中有93%的购房人都愿意为家装分期贷款，六成 以上消费者愿意采取信用卡分期贷款形式，八成以上消费者希望贷款能够实现免息。不难看 出，在新的消费模式驱动下，购房人通过金融工具来解决装修问题，已经成为颇为流行的方 式。 通过调查我们发现，由于缺乏一定的资本积累，80 后90 后白领阶层往往采取贷款的方 式进行装修，而处于这一年龄段的人群常常不满足银行消费贷款的门槛，或是不愿意办理通 过银行进行消费贷款的手续，因此通过消费金融进行贷款这一途径逐渐得到他们的青睐。 我们将目标群体主要分为两类贷款者： a. 没有抵押物的消费者