Research On Marketing Strategy Of Internet Lending Platform Based On Multi-level Fuzzy Comprehensive Evaluation Model

The rapid development of big data technology and the wide application of cloud computing have accelerated the organic combination of the Internet and the financial industry.By breaking the innate advantages of information asymmetry,the Internet has opened the door to new financial business models,eliminating the intermediary costs of traditional finance through big data mining and mobile communication technologies,enabling efficient and extensive financial transactions,and enhancing resources for enterprises.The utilization rate brings unprecedented convenience to the public financial service experience.Internet finance has developed rapidly in recent years.The Internet lending platform is an important part of Internet finance.Its development speed is obvious to all.The platforms have sprung up and the competition in the industry has become increasingly fierce.At present,the homogenization of marketing in the Internet lending industry is serious.The Internet lending platform faces a large number of users.Under the limited marketing cost,how can we obtain effective target customers more accurately,how to become the leader of the industry among many competitors,and become The theme of Internet lending platforms scrambling to study.This paper uses Delphi method to design the integrated marketing evaluation index system of Internet lending platform,uses AHP to confirm the index weight,and builds a multi-level fuzzy comprehensive evaluation marketing model of Internet lending platform through multi-level fuzzy comprehensive evaluation method,focusing on user basic information,user behavior,Indicators such as spending power comprehensively and effectively evaluate the user's lending marketing value,and validate the validity of the data sample of the model.This paper finally draws the user marketing scoring interval that can be used for the precise marketing of the lending platform,and proposes relevant marketing strategies to improve the transaction conversion of the lending platform and help to enhance the platform's profitability.