Platform Design For Personal Network Loan Of China Bank

Since the 21st century, technology expansion from the great leap forward of Internet technology to the banking network technology has greatly advanced the tremendous changes in banking information technology, profoundly changing the traditional business model of banks. In order to expand the market, the bank began to develop network lending service, making full use of its convenience and high efficiency to attract customers and promote itself. Network loans not only makes it possible for banks to enter and expand lending market but also becomes their weapon to dominate the market.With the improvement of network coverage, the increase of netizens, the emergency of E-commerce platform, the changing of consumers’attitudes toward consumption and other factors, network loans is becoming a popular form of loans, sought after by many customers. Through the analysis to the current lending market, it can be seen that the development of banking network loans has broke the bottleneck of traditional lending business service and seized opportunities of lending market, to some extent improving their competitiveness. Via the analysis of clients’ lending demand and psychological characteristics, it’s better to design appropriate network loan products for clients of different lending demands to meet customers’ needs and promote the bank to get more clients resource.According to the applications of loans, network loans can be divided into three categories, namely consumption, management and student loans. In accordance with the specific needs of different customers, each category is divided into various smaller categories, such as e-auto loans, e-mortgage loans, fashion consumption loans, working capital loans and medium and long term loans and so on. "One package service of network loans" is completely operated online, providing services such as online loan application, loan auditing, loan signing, loan origination, loan repayment and so on. The network loan platform is characterized by big data credit rating, network communities, membership system, recommendation of the best solution, financial calculators and repayment reminders, etc. Under the premise of controlling credit risk, the loan platform greatly meets customers’ needs."One package service of network loans" has unique advantages which other network lending platforms and third-party network lending platforms do not enjoy. Besides, it is feasible to some extent in technology, policy and market. Interest, advertising revenue and special services income form its main proceeds. Due to its operational characteristics, potential risks in credit, operation, law and security, the bank has implemented corresponding preventive measures to control various risks of network loans.In this paper, 3R+4P marketing model is adopted to promote "One package service of network loans", respectively from the aspects of retention, relation sales and referral retention. Depending on the characteristics of the product, reasonable pricing, a variety of channels, and strong marketing, network loan platform is promoted well to attract more customers.