互联网金融下传统中介的何去何从

顾玉

Abstract：As the Internet technology develops，business models have been a successful emerging era of transition from the traditional model to a virtual mode.Full-channel mobile Internet consumptions gradually forming exercises a great influence to traditional agencies.This paper provides a discussion and prediction of the fate of the traditional agency upon e-commerce business emerging.Collecting and studying classes of data is the chief way in this paper，assisted by statistically significant correlation coefficients among a number of factors.Actually，traditional agency and e-commerce can gradually strike a balance after data comparison and trend analysis.

Keywords：traditional agency;Internet finance;Online to offline

I、Introduction

Internet finance has become a hot topic in China for its convenience and high efficiency.The tendency of the traditional agency is attached to increasing attention.According to Zhang（2015），"Online estate agency" will finish transition at an unexpected speed.The more frequently agency managers rely on the Internet，the more opportunities they can get to cupture the market share.While some take a completely different side，Andrew（2009） and Brian（2009） said，“Such searches for traditional agencies illustrate the limitations of online advertising”.They came to this conclusion by analyzing the success of travel site Kayak.Currently，the study on the tendency of online and offline lacks systematization.This paper tends to predict the future of online and offline agency models by studying classes of data and choosing typical examples.

Ⅱ、Methods

Statistical analysis

Collecting and studying classes of data is the chief way in this paper，assisted by statistically significant correlation coefficients among a number of factors.LianJia is the main data source as they are leading agent enterprises in China.This paper attempts to come to the conclusion by comparing with the market share ratio between online and offline.This paper organizes and analyzes data about the individuals knowledge， incentives and attitudes towards their preference of online and offline agency.

Data Collection

Data from the 2016-06 Analysis database are employed in this study.Analysis is about Chinas leading big data analytics company.It builds general algorithm model and mass digital users assets as its core. All these samples in Analysys are made up of mobile client users nationwide，so the data is fair and reliable enough to collect evidence and analyze situation.

Ⅲ、Results

There is no consensus of opinions among questionnaires with respect to the view of this tendency. From the online agenciesdegree of market recognition，we can know that development of online agencies are tightly associated with offline stores.The appearance and popularity of the online agencies make many traditional agencies come bankruptcy. However，directly relying on the form of online platforms leads to the degree of the recognition being low on average in the development lifecycle.After relieving the combination with online and offline，the degree of market degree has kept steady predictable growth.

Compared with the operating frequency of five online agent applications， there is no deny that Lianjia is the most popular website.People are in favor of Lianjia which has online platforms and traditional stores contemporaneously.Its frequency of utilization for three quarters in 2016 is 26.95，27.43 and 29.85 respectively which is calculated by intra-company analysis of Lianjia. Ping An and Le Ju which only rely on the online platforms are barely growing and keep in a relative low level.

Ⅳ、Conclusion

The results from this study are useful for traditional agency managers and financial advisors under Internet finance.

First，the results suggest that the number of online agencies increase vigorously in recent years. Traditional agency managers should keep alert to the situation and take actions in time rather than sit around.

Second，this paper has shown that only relying on the online platforms may hold a lead in the management mode while losing market share gradually.Offline agency managers can branch out from offline business to new online business with available resource.

Last but not the least，traditional agency and E-commerce can gradually strike a balance after data comparison and trend analysis.The best method to deal with the situation is build online platforms with available offline resource.

These findings support some of the previous studies.Further research， however，should be done to probe the negative correlation between knowledge and attitude.

References：

[1]Andrew & Brian，M.2009.Agency and the Semantic Web.Oxford：Oxford University Press.8：98-102

[2]Zhang，Bo，M.2013.Commercial revolution under the Internet era.Mechanical industry press，Beijing.12：145-159

[3]Yinghao Mickey Li，Jinkook Lee and Brenda J.Cude，D.2002.Intention To Adopt Online Trading：Identifying The Future Online Traders.Journal of Financial Counseling and Planning.3-5

[4]Analysys.2016.The development of property service in China：summary of report.Available from：http：//www.imxdata.com/archives/18579

[5]陳艳莹（Chen Yanying）.社会网络与市场中介组织的规范发展[M].北京：科学出版社，2012.06

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