Research On The Market Strategy Of JD Finance Under Supply Chain Finance

Relying on the background of the booming development environment of the Internet and mobile Internet,the domestic economic structure has changed dramatically in the quiet.The industry boundary of supply chain finance continues to expand,gradually from the initial single offline economy to the complex online economic expansion.At the same time,with JD as the representative of many domestic e-commerce platform with its own logistics,business flow,information flow,capital flow of massive data and many other innate advantages,decisive layout of the online supply chain financial business,to help alleviate the economic development of China due to information asymmetry and other problems caused by the problem of small and medium-sized micro enterprises financing difficulties,Has played a role in boosting the overall economic development of our country.Facing the huge development space of Internet+Finance,as the new forces of supply chain finance based on e-commerce platform,how to understand and practice the relevant theoretical knowledge of supply chain finance in daily operation,it is very important to formulate a market strategy that conforms to the existing market environment,users and enterprises’needs.This thesis takes JD Finance as the research object.Firstly,through the supply chain finance and marketing strategy related literature content collation study,seeks to support this research topic theory.At the same time,the background,development course and management mode of JD Finance enterprises are summarized,and the existing internal and external environmental factors are studied by using the PEST Analysis Model and Value Chain Analysis Model.Secondly,focusing on JD Finance in the overall strategic sense of JD,on its existing market strategy,through the use of STV Triangle Model,4Ps theoretical model for detailed analysis and research.At the same time,the case comparison analysis method is used to select Ant Financial Group as its comparative research object,according to the analysis of Ant Financial Group market strategy,and find out the possible problems in the strategy of JD Finance market found in the course of research and analysis,give appropriate market strategy recommendations.In addition,the proper prediction and judgement should be made for future JD Finance according to the development chances and challenges which is based upon the overall development of supply chain finance.Finally,through the research and analysis of this thesis,it is found that under the background of supply chain finance,JD Finance has some problems,such as insufficient brand influence,insufficient ability to integrate resources,and single source of wind control data.In view of these problems found,this thesis proposes to strengthen the brand advertising campaign,optimize the external publicity content,strengthen the internal and external resources linkage,pay attention to the development of the scene outside the system,strengthen the payment system products,break the data closed-loop mode and other ways to try to solve.Aiming at the overall development trend of supply chain finance in China,this thesis holds that the effective support of national policies and the empowerment of science and technology in the future will effectively expand the development space of JD Finance market,and at the same time,JD Finance should also face the future challenge of fierce market competition and rational use of data.