Research On Promotion Strategy Of Financial Information Platform Of D Company

Financial information service industry is a booming industry in recent years.Among them,financial information platform products have attracted much attention due to the wide rigid demand of institutional customers and high net interest rate of products.D company is a large Internet financial enterprise in China,which has entered this field because of the broad development prospect of financial information platform products.After analyzing the market,D company decided to adopt the model of low price homogenized product Internet marketing to seize the market.However,after several years of promotion,although the product price is only a fraction of the well-known products in the industry,the product has been slow to open the institutional market,and the market share of individual users has also started to decline.Based on this,it is very important to analyze the cause of the problem and develop new product promotion plan for D company.Based on the internal and external environment of D company,this paper analyzes the basic characteristics of the customer of D company,and obtains a completely different basic view of the factors that determine the purchase intention of institutional customers and individual customers.Respectively and the two big customers to do the survey questionnaire,which is obtained by descriptive analysis,correlation analysis,the institutional clients focus more on the product when buying this product personalization,offline marketing,the accuracy of product data,the enterprise brand the characteristics of the four factors,and verify the D company's market position and product personalization,offline marketing is negatively related to enterprises in the institutional market should strengthen the conclusion of the above elements ability;On the individual client research,through to the renewal fee of questionnaire survey,find the learning characteristics of the company's long-term customers,and dig the product new application market.Then according to the results of the research for the D company financial information platform designed to reconstruct offline team,product selling points order,to seek extensive financial circles product outline and the breakthrough point,and the promotion accurate implementation,product and promotion way change and a series of new product promotion strategy of three-dimensional.Finally,the paper puts forward the new promotion strategy in the organization management,the human resources,the emergency safeguard measure.