A Marketing Strategy Optimization Research On Yihuijin Business Under The Background Of Mobile Internet

In recent years,Internet technology,information and communication technology continue to make breakthroughs,domestic network infrastructure continues to improve,the mobile Internet market to maintain a high growth rate.At the same time,the fierce market competition,making the commission rate of traditional securities company continued to decline.Securities companies rely on channel business to obtain high profit era near the end.Stock Pledged Repo Transactions since it was introduced in 2013 approved;Securities Company has become the main force of the Stock Pledged Repo Transactions market rapidly relying on its unique customer resource advantages and operational advantages.And before the launch of the margin,agreed to repurchase and other innovative businesses have maintained a momentum of rapid development.The business model of the securities company are transforming to the capital intermediary.HuaFu securities also involved in the field of stock pledge repurchase,pushing out YiHuiJin business,to promote the transformation of HuaFu securities brokerage business,expanding the new profit growth point.However,after experiencing sharp fluctuations in the stock market in 2015,the expansion of the YiHuiJin business has encountered a bottleneck.In the course of the study,the paper adopts the method of questionnaire investigation,and multiple regression analysis.This paper discusses the research background and significance of this proposition.Secondly,the long tail theory and 4C marketing theory are described,And the relevant research results at home and abroad were reviewed;The development situation of YiHuiJin business in HuaFu securities is analyzed;Put forward in the Stock Pledged Repo Transactions market,compared to the demand of the main customer groups,the Post-80s customers at the tail end of the long tail market;And then on the Post-80s customers the YiHuiJin business demand,using the method of questionnaire investigation and quantitative analysis,Using SPSS 22 statistical software,statistical analysis of data;And on the analysis results,the characteristics of Post-80s customers were analyzed and classified,The 4C marketing strategy of YiHuiJin in the background of mobile Internet is built;From four aspects of convenience,customer,cost,communication was discussed;Finally,suggestions on the operation management of YiHuiJin business in HuaFu securities are put forward.Because our country securities market has obvious difference with other countries.In this paper,I take the YiHuiJin business of HuaFu securities as the research object;Based on the long tail theory and 4C marketing theory,According to the financing needs of the Post-80s customers.With the rapid development of mobile Internet technology,bring the change of business model,put forward some targeted countermeasures.Hope to make a useful contribution to the development of YiHuiJin business in HuaFu securities,to achieve a win-win situation for product promotion and customer needs.At the same time,it also provides useful experience for the practice of stock pledge repo transactions business in securities industry.