P2P网络借贷平台的本质是“互联网+民间借贷”，其作为民间借贷的一种新型业态具有很强的生命力，然而，在其欣欣向荣的发展态势背后也存在着严重的信用危机和行业危机，平台企业高成长性与品牌价值提升严重不同步。截止到今年7月底，全国共有P2P网络借贷平台2136家，行业内部的激烈竞争由此可略见一斑。网络借贷平台作为一类信用企业，行业内部的竞争一定程度上是品牌之间的竞争，履行社会责任是平台企业提升品牌质量的关键。P2P平台企业履行社会责任的核心准则可概括为“十二”字方针，即“定位、依法、公开、风控、尽职、回馈”，以明确市场定位为基础，坚守底线合规经营为原则，信息公开透明为前提，风险防控为保障，尽职壮大自身发展为己任，感恩回馈社会为目的。%With the essence of “binding the Internet with private lending”, P2P network lending platform serves as a new industry of private lending and has a strong vitality. However, there are severe credit crisis and industry crisis behind its flourishing development and its fast growth fail to be in line with the improvement of brand value. By the end of this July, there have been 2,136 P2P network lending platforms, which mean a fierce competition within the industry. As a type of credit enterprise, industry competition is the competition of brands. Therefore, to fulfill social responsibility is a key to building the brand quality. The core principles can be summarized as “6 words”: positioning, law-observing, openness, management, diligence and payback. In other words, for brand building, a platform enterprise should set an appropriate market position, operate the business in compliance with the law, publicize the information open and transparent, prevent the risks, develop itself with responsibility and pay back to the society for gratitude.
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