Research On Marketing Strategy For Internet Consumption Finance Of Guangdong Huaxing Bank

In recent years,China's Internet consumer finance business has entered a rapid stage.In the face of the rapid growth of the market scale,although commercial banks did not occupy the channel advantage,which were gradually joined the market competition.As one of the commercial banks with a short set-up time and weak overall strength,Guangdong Huaxing Bank also entered the market to participate in the competition,which has achieved certain results during business practice.However,there are several problems exposed.This paper analyzed the market environment faced by Guangdong Huaxing Bank,pointed out the problems in the bank and proposed solutions,which laid the foundation for the bank's sustainable and healthy development.This essay using literature research method,case study method and qualitative analysis method,taking Guangdong Huaxing Bank as the research object to carry out empirical research.According to the status of the same type of personal loan and Internet consumer finance business marketing strategy for Guangdong Huaxing Bank,which has faced the problems of imperfect products,backward pricing mechanism,lagging channel construction,and lack of targeted promotion.On that basis,the macro and micro environment,the SWOT situation of the bank were analyzed.The WO strategy was selected according to the specific conditions of the bank,which overcome its own disadvantages by grasping market opportunities.Furthermore,it proposed market segmentation,target market selection and positioning for the bank,and reorganizing marketing mix strategies and proposing safeguards.To be specific,firstly,according to the STP marketing strategy theory,the market is divided into four groups,and the adult students and junior professionals are targeted,which took the "efficient and convenient" service experience as the market positioning.Secondly,focusing on 4P marketing mix theory,the product strategy put emphasis on business efficiency,customer experience and credit risk.The pricing strategy should comprehensively consider the customer psychology,business cost and business development stage.In the channel strategy,it is essential to paid more attention to the construction of self-operated channels,meanwhile,handling the relationship between self-operated and external channels.The promotion strategy focused on the emotional interaction of customers,and formulating promotional measures according to the needs of the customer segments and the stage of business development.Thirdly,it has formulated targeted business guarantee measures.The human resources arrangement emphasized the promotion role of managers and speeded up the introduction of professional talents.The management resources arrangement should ensure the implementation of various authority and risk firewalls of the business department.The financial resources arrangement should enhance the system construction,improving credit approval decision engine,and increasing input in cutting-edge technology.The research in this paper has certain innovative and empirical significance.On one side,it combined marketing theory with the background of the rapid development of China's Internet technology has innovative significance in the era.The scale of e-commerce transactions in China continued to grow rapidly,meanwhile,the financial service channels of commercial banks are rapidly developing from physical outlets to the Internet.There was a trend of closer integration of e-commerce and financial services.Under the conditions of Internet channels,applying classic marketing theory to financial services marketing has innovative meanings.On the other side,it applied marketing theory to the specific business of small and medium-sized commercial banks and reorganizing their marketing mix strategies has empirical significance for the bank's sustainable and healthy development.It also has reference significance for the same type of commercial banks to carry out the same type of business.