The Research On Crowdfunding Project Of GD Bank

With the rapid development of the network and the rise of China's Internet finance,Internet Finance has occupied a place in China's financial payment and financing market by virtue of its wide coverage,convenience,efficiency and security.As a model of internet finance,crowdfunding has the advantages of low threshold and risk dispersion,and has certain advantages in solving bank financing.In the long run,the space for the development of crowdfunding services on the Internet will continue to grow.Banks must fully understand the needs of these markets,change the pattern of competition for homogenized products,and design for different needs through the improvement of true innovation capabilities.Differentiated services and innovative products can get more customers.In this context,how to effectively grasp customer needs,deepen service connotation,and provide customers with more personalized needs has become a very urgent issue for GD Bank to face in its development.This paper takes GD Bank as the research object,takes the crowdsourcing project of GD Bank "Xiantehui" platform as an example,combines the theory of crowdsourcing in financial market with the actual situation of various Internet crowdsourcing projects,analyses its crowdsourcing marketing mode,studies and analyses its marketing strategy and the existing problems of the project.Firstly,by reviewing and discussing the literature on crowdsourcing and corporate social responsibility at home and abroad,the existing research results in this field are analyzed.Then,the relevant concepts and theories are sorted out to form the theoretical basis of this paper.Secondly,based on the business development and current situation of GD Bank,this paper studies the marketing strategy of the project,and finds that the brand of GD Bank is not recognized,the customers do not know about crowdsourcing and the customers' expectations of crowdsourcing.According to the brand of GD Bank and the problems existing in the crowdsourcing project,this paper uses in-depth interview method to interview and analyze the employees and some customers who are responsible for the crowdsourcing project,and diagnoses the existing problems,and concludes that GD Bank needs to optimize the marketing strategy of Xiantehui crowdsourcing project.Finally,the paper puts forward some suggestions for improvement,and puts forward a set of marketing optimization strategies to solve the existing problems.The marketing plan is based on the implementation of the Internet financial services business strategy,through the "Internet +" innovation,the realization of corporate social responsibility,the promotion of brand effect and other development models,enhancing the customer capacity and customer viscosity,discussing the existing marketing strategies,and putting forward the optimized method and marketing strategy,in order to achieve a win-win situation between customers and banks,and has a strong practical work.Guiding role.And this study is conducive to improving the customer marketing business of the current Internet platform of GD Bank,Xiante Huihui crowdsourcing project.It is also of great significance to the brand building strategy of GD Bank,and has made reference value for the banking industry to carry out the research of Internet crowdsourcing project.