余额宝的可持续性研究——基于4Cs分析法

Study of Whether Yu Ebao Is Sustainable——With 4Cs Approach

2013年6月13日新一代网络金融理财产品——余额宝,一经推出便对传统理财产品产生巨大冲击,余额宝门槛低、收益稳定、流动性强等特点受到投资者的认可。文章运用4Cs分析法,从投资者的角度分析得出,余额宝具有广泛的投资群体,相对传统银行理财产品受众更广,具有可持续发展的动力。但风险防御体系不健全以及政策擦边球,使得余额宝发展被迫放缓,并据此提出政策建议。

A new online finance product, Yu Ebao, was introduced on 13th June 2013, which soon makes a huge challenge to traditional ones. It becomes popular due to its low threshold for entrance,steady revenue, and flexibility. Yu Ebao is analyzed with 4 Cs approach from the viewpoint of investors. It is believed that it attracts more investors and more sustainable. Suggestions are also proposed here to deal with its weak risk prevention system and low developmental speed.