Analysis On Marketing Strategy Of Mobile Finance Products

With the continuous development of Internet technology and rapid popularization of smart phones and tablets,especially the improvement in the mobile payment technology,China's mobile finance mode emerged and has rapidly developed into a huge market with great potential.In October 2015,a formal suggestion on "CPC Central Committee on National Economic and Social Development of the 13 th five-year plan” was issued,where Internet Finance is first officially written in a national five-year plan.This means Internet Finance,undoubtedly,is given greater future development opportunities.Amid such dynamics and super competitiveness,it's the main focus of every internet finance practitioner that how to attract investors and expand its market share.This paper takes XN Group's mobile finance business platform Neo Box as an example,analyzes its pros and cons,and summarizes its success as well as failure experiences.This paper also conducts a comprehensive analysis of Neo Box's personal finance products,addressing problems the company is facing and then suggesting its future marketing strategies,so as to further improve the firm's competitiveness,market share and profit margins.This paper can be also considered as the theoretical and practical reference for other financial services.In detail,this paper includes:Chapter 1 explains the background and significance of this paper and determines its main contents and writing methods.Chapter 2 illustrates the internet finance innovation theories,marketing strategy of internet finance products,as well as relevant research perspectives of financial experts from home and abroad.Then it introduces 4C theories,defines the concept of internet marketing,elaborates on the internet marketing functions,and introduced the concept of integrated internet marketing.Then it sets forth the user experience theory,thus laying the foundation of the in-depth study of the following chapters.Chapter 3 takes the XN Group as a study case,analyzing the current marketing situation of its mobile finance business platform Neo Box.First,XN Group's organizational framework is introduced.Then Neo Box's marketing and promotion strategies,as well as its main financing products are thoroughly studied.Marketing performance and achievements are evaluated through its sales statistics.Finally,Neo Box's potential risks and problems are presented.Chapter 4 makes the thorough PEST and SWOT analysis of XN Group's Neo Box business,and paints a clear picture of its strategical environment.The PEST analysis method states its political,economic,social and technological environment;SWOT analysis explains its strengths,weaknesses,opportunities and challenges.Thorough analysis sets a scientific basis for the counter measures and strategies in its future development.Chapter 5 Based on the analysis of Chapter 3 and Chapter 4,an appropriate marketing strategy to perfect Neo Box is summarized,including customer strategy,price & cost strategy,convenience strategy to improve user experience,integrated marketing strategy,and cooperation strategy.