Research On The Marketing Strategy Of CreditEase Pratt & Whitney Information Consulting (Beijing) Co., Ltd

Since the P2 P platform can not only provide funds for the groups that do not meet the requirements of the traditional financial institutions,it can also provide investment channels for the vast majority of investors,which rose and developed rapidly in China in 2006.With the increasing number of platforms,fierce competition and serious homogenization of products,vicious price wars between platforms have been fought.In this paper,we take Yixin as the research object in China's leading P2 P platform.With the increasing competition pressure,operating costs are increasing year by year.Therefore,how to establish Yixin's own competitive strategy,give full play to its advantages and optimize its marketing strategy is very necessary.Based on the research results of domestic and foreign scholars and the theory of marketing management,this paper analyzes the marketing status and existing problems of Yixin P2 P business,and analyzes the marketing environment and its advantages,disadvantages,opportunities and threats through PEST,Potter's five forces and SWOT analysis methods.The P2 P business market of Yixin is exuberant,the industry concentration is increased,the competition is aggravated.We should grasp the market opportunity and make use of its own advantages to optimize the marketing strategy combination.Strategic choice:providing small loans for customers who have the ability to repay money with money.Products should be increased online and offline product interaction,enhance customer experience,learn from the industry's outstanding products.In pricing,risk pricing and flexible pricing are fully implemented.Rational layout of channels and cooperation with vertical platforms.In terms of sales promotion,we should increase customer viscosity,increase investment in online promotion,encourage sales promotion.Finally,from the training and motivation of marketing personnel to ensure the optimization plan are put forward.It is hoped that the research in this paper can provide suggestions on marketing optimization strategy for the P2 P business and provide reference for the development of enterprises.