The Research In Marketing Strategy Of B, A P2P Net Loan Platform Of A Company

With the vigorous development of China’s Internet Banking, P2 P net loan industry which is an important force in the Internet Banking has got more and more attention from the public and the community. B of A company, a P2 P net loan platform, now occupies an important place in this field. It is the times when P2 P net loan industry is about to put forward industry regulation. This thesis aims to analyze the marketing strategy of P2 P net loan industry with the theory of 4P Marketing as well as the methods of literature analysis and case study so that solutions to the marketing strategy can be found.This thesis composed of six chapters. The first chapter is the introduction which mainly elaborates the background of the research, the purpose and the significance of the research, the content and its research method, the ideas of the research as well as the framework. The second chapter is a review of the marketing strategy theory and the related literature review. It mainly states the related researches on the marketing strategy theory and the marketing strategy of Chinese P2 P net loan industry. This chapter aims to lay a foundation for the following state of the present situation of marketing strategy for the B of A company, a P2 P net loan platform. The third chapter is the introduction of B of A company, a P2 P net loan platform and its marketing strategy. The first part of this chapter is the introduction of B, a P2 P net loan platform and its characteristics as well as its development trends. And the second part of this chapter is the state of the present situation of B, a P2 P net loan platform with the theory of 4P Marketing. The fourth chapter tries to analyze the marketing environment of B, a P2 P net loan platform. By analyzing the internal and external environment of the net platform with the research method of Porter’s Five Forces and SWOT, this chapter reveals the internal and external marketing environment of P2 P net loan industry. By finding out the internal strengths and weaknesses of B, a P2 P net loan platform as well as its external opportunities and challenges, this chapter tries to lay a foundation for deeply analyzing the marketing strategy of B, a P2 P net loan platform. The fifth chapter analyzes the problems in marketing strategy of B, a P2 P net loan platform as well as its reasons. The sixth chapter analyzes the solutions to the problems in marketing strategy of B, a P2 P net loan platform to make sure its rapid and healthy development. The seventh chapter is the conclusion and prospect.