Research Of MicroCredit Marketing Strategies Based On CreditEase Company

Chinese economic reform and opening, especially the great reformation of financial industry has offered unprecedented opportunity for the development of Chinese small and micro businesses. Broader market prospect promotes more small and micro businesses better financial services. Stringent market survey as well as the development and the implementation of detailed marketing strategy will provide the space of survival and development for small and micro businesses, and also unlimited opportunities for small micro loan marketing.In this paper, CreditEase Company is chosen as the research object. On the basis of a large number of references, marketing theories and other methods are applied to analyze and study the marketing strategies.First of all, the PEST method is applied to analyze the macro environment of the domestic microfinance market. Moreover, the industry environment analysis on the domestic loan market is conveyed. For the sake of analysis, the industry influential environment is summed up as the external potential opportunities and threats as well as internal potential advantages and disadvantages. With the conclusion of environment analysis. SWOT analysis is corresponded in content.On the basis of STP strategy, the marketing strategy of CreditEase Company is appropriately formulated. The domestic loan market is subdivided accordingly. On the basis of the analysis of various segments of the market characteristics, combined with market demand, industry status, their own abilities, the company’s target markets are eventually determined. According to the demand characteristics and consumer psychology of the target market, under the line of 7Ps theory, a combination of marketing strategies is developed. At the end of the paper, the implementation and control of marketing combination strategies of CreditEase Company is concerned. Through the strict implementation and control of marketing combination strategies, CreditEase Company will provide better credit service for the low and middle income groups and small and micro businesses. In the same time, it can quickly occupy more market share and earn a reasonable profit.