Analysis And Design Of Internet Microcredit Product's Marketing Strategy Based On User Behavior Analysis

Along with the explosion of Internet Finance,a variety of financial products are gradually turning to on-line approaches.The traditional sales pattern has been no longer competitive,by taking the advantage of "FinTech",the technology of internet and computer information technology are integrating with finance.The PA company,the author works for,is planning to regenerate and reopen microfinance market under the Internet approach,and this product has been lauched,"iLoan",is designed for on-line application only.During its prime stage,relying on advertisement injectinig discount attracting and APP Market,also with intracompany recommendation,the two main methods of customer grainage,there was quite a success.However,by doing further of the business,the increasingly users demand cannot be supported by the two existing methods,and marketing competition can no longer be effective.To this context,by analyzing the business behavior data,operation behavior data,and users features data of "iLoan" users,the author has conluded five factors of effecting the conversion rate:customer churn druing the process;less acquiring Android users;ignorance of important cities' emphasis marketing;users' operation behavior practice;the period of marketing campaign.By optimizing user experience and establish customer behavior model,under this accurate marketing modeling,so as to improve the customer quality,optimize application pattern,process of the products,circular operation,and other espects of marketing stratigies.Meanwhile,through optimize discount attracting customer grainage model,APP Market model,and advertising model in order to cope with the above problems,and good results have achieved by increasing the conversion rate.