earticle

영어

The mutual aid economy mainly comes from the sharing economy. The “mutual aid economy” model of taking out personal idle funds to share with others to obtain the most significant economic benefits is an area that the international community is currently striving to explore. After the establishment of the "Mutual Insurance Commune", parallel to the development of the digital economy and the significant improvement of the material living standards, the mutual aid economy with unique advantages has been experiencing rapid growth in China. Because China has a large population and a large base of the bottom poor groups, the traditional insurance business can no longer meet the needs of these groups. In this context, the network mutual assistance platform bred by the combination of the Internet and the traditional insurance industry has ushered in a development boom. In recent years, however, the Internet mutual aid platform is under a contentious and intensified debate，which has a great relationship with the standard use of funds. Some network mutual aid platforms put forward that they have the right to manage the mutual aid funds stored on the platform, but there is no clear limit on the scope of use. In addition, the information disclosure of some platforms is not transparent enough, which makes the use of mutual aid funds standardized to become a major problem, which severely limits the development of network mutual aid platforms. A lot of news of “xx mutual assistance platform shutting down” has shaken the rationality and longevity of the network mutual aid platform. In addition, due to China's unique domestic political environment and policies, for example, in September this year, The State Council issued the notice of "normalization of collective procurement of medicines”, which will reduce the potential population of mutual insurance and have a certain impact on its development. These show that its stable development has hidden risks that it cannot ignore. Since the closure of Fun in Funding and Water Droplets Mutual Aid in March of this year, two leading mutual-aid platforms, the credibility of the mutual aid economy, the sustainability of online mutual-aid platforms, and the future of mutual aid are all doubtful and faint. Factors such as establishing the trust relationship between the platform and the consumer, the financing of the risk of entering and exiting the risk, the breadth, depth and timeliness of mutual assistance behaviour challenge the survival and development of network mutual assistance platforms. It also means that the transformation and upgrading of the traditional insurance industry in the Internet age is not smooth. However, on the other hand, online mutual aid platforms have the following advantages: First, mutual aid platforms have outstanding social benefits, which can maximize the benefits of social resources. Second, the fund scale of the network platform is relatively small, and the funding object is scattered. Third, the mutual aid platform's motivational orientation to pursue benefits makes its risks more controllable than other platforms. Also，the introduction of the "Blockchain" technology enhances the transparency and reliability of the mutual assistance mechanism. In the process of mutual-treasure operation, the integration of blockchain technology realizes the establishment of mutual-treasure advantages. This study believes that if we can correctly guide network mutual aid, it can become a new model in financial and insurance innovation. The study aims to provide constructive suggestions to promote the transformation and development of the network mutual aid platform and achieve high-quality development of the mutual aid economy in China. According to the development status of low threshold, high security, low intermediate cost and high self-propagation of mutual aid economy and network mutual aid platform at home and abroad, taking “Xianghubao”, a domestic “late start, fast development, “strong strength” network mutual assistance platform, as the research object. This study focuses on building a trust relationship between the network mutual aid platform and consumers in the mutual aid economy from the normative perspective of using technology and controlling mutual aid funds. Employing semi-structured interviews, questionnaires and data modelling and analysis, the study has explored the prerequisites for the rise and prosperity of the mutual aid economy include increasingly abundant idle resources, the establishment of collaborative network platforms, mutual aid value consensus, industry environment，then offers a deep analysis towards the mutual trust mechanism between the enterprise and the user within “Xianghubao”, to further probe into the logical and critical elements which impact on building the relationship of trust between the network mutual aid platform and consumers in mutual aid economy. Also, the "Blockchain" technology is introduced to enhance the transparency and reliability of the mutual assistance mechanism. Based on the study, the company can make corresponding countermeasures from the four dimensions of internal management, trusted products, risk control, and mutual trust between customers to deal with the reformation and the closure of “Xianghubao”. The research described in this paper was supported by a grant from the Zhejiang Province Undergraduate Innovation and Entrepreneurship Training Program (File No. S202110337116).