PPDai：
A Sticker of Pure Online P2P Mode
本案例由华东师范大学衣春波撰写初稿，徐一方修改。由于企业保密的要求，在本案例中对有关名称、数据等做了必要的掩饰性处理。本案例只供课堂讨论之用，并无意暗示或说明某种管理行为是否有效。
摘 要：随着互联网的逐渐普及和小微借贷需求的日益迫切，国内互联网金融市场如火如荼地发展起来。本文介绍了互联网金融的典型网站——拍拍贷的发展历程、运营现状，并探讨其面临的运营模式——选择问题：是坚守纯线上平台还是逐渐向线下模式延伸?P2P行业面临大洗牌之际，拍拍贷本源性的战略定位能否帮助其走得更远?案例旨在帮助学生了解P2P类网贷的运营情况，通过对拍拍贷面临的困难问题和发展选择进行分析，引导学生利用金融服务、风险控制、数据分析等理论、方法，加强对互联网金融的了解。
关键词：P2P;风险控制;战略选择
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
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