Entire-process Marketing Plan Design Of Online Investment And Financing Navigation Platform For X Company

With the development of the internet, great changes have taken place in the financial industry, and with the mobile internet popularity, the application of the internet finance has obtained a wider support by users. Investment and financing is combined with the network, which has created a network investment and financing mode of the financial disintermediation. People have the increasingly strong demand for screening the investment and financing projects, but in the face of so many investment and financing websites on the internet, it is essential for people how to choose credible financing websites and investment and financing projects with high quality. X Company has established an online investment and financing navigation platform. Through the internal risk control review ranking mechanism and information analysis capabilities, this platform can connect network investment and financing websites with investors, and provide the objective, fair information intermediary service for the third party, promoting the healthy development of the network investment and financing. Customers’ acceptance and recognition on the investment and financing navigation platform need the entire-process marketing promotion to achieve drainage, storage, and diversion of navigation.In this paper, the network investment and financing platform background, status quo, and navigation platform marketing modes are respectively introduced. Through the analysis of questionnaire, literature research, case analysis and other methods, the marketing target customers and market size of the navigation platform are obtained, and the investors in "the long-tail group" are defined as the target group of the network investment financing navigation. On the basis of the above, the overall marketing idea for navigation platform becomes clear. At the construction stage, the market-oriented construction plan for the customer experience as the core is worked out, namely designing the website framework and page is guided by the market, supplemented by some preheating marketing means. As for the operation stage, this paper presents more detailed discussion about marketing, putting forward the idea.that the key work at the operation stage is to establish a creditable, objective and neutral image for X Company network investment and financing platform as the third party, and is to guide investors to choose the investment and financing products which can meet their demand. Specific marketing means include search optimization marketing, email marketing, and word-of-mouth marketing.