Study On Marketing Strategy Of Yu Ebaobased On Customers’ Adopting Intention Factor Analysis

From 1994 to 2004, China’s economic development extraordinarily rapid, and the growth of national income was in a high speed too. After ten years, China’s savings rate continued to grow, now stands at about 50 percent, accounting for about half of the national GDP.2013, Internet Banking opened inclusive finance, financial democracy prelude for these "long tail". It opened up a grass-roots financial model for public, which have long been abandoned by traditional financial institutions. As the representative of Internet financial products through third-party payment platform, Yu EBao enables consumers to increase revenue and also feel great convenience. Meanwhile, the use of data mining technology is effective in preventing the risk of information asymmetry. Therefore, the explosive expansion of the financial sector caused an extensive hot issue in the country.Nowadays, with the changes in economic conditions and monetary capital market supply and demand, as well as upgrading basic consumer experience on the Internet, more and more consumers take part in Internet financial products. But there are a lot of people on the sidelines. There are a large number of potential customers can be tapped. So, how consumers evaluate these products? What factors will affect their final willingness? Which of these wishes is the most important? These answers can help market operators understanding target customers and their behavioral characteristics, improved product design optimization, upgrade the customer experience, enhance the market competitiveness. This dissertation reviews the relevant literature to combine the theory of reasoned action and the technology acceptance model. From the consumer’s perception of the critical point perspective, studied the critical point of the consumer perception influence consumer Internet financial products in detail.On the basis of reading the relevant thesises, we designed the questionnaire survey to collect data and analyze them. After that we got some useful conclusions combined with PEST analysis, Porter’s five forces analysis and SWOT analysis to figure out strategy and tactics of Yu Ebao. We hope that it can provide some guidance on future marketing management.