| In order to promote the transformation of the economy from investment-oriented to consumption-oriented,China has actively cultivated consumer finance companies as non-bank financial institutions.Established in November 2015,PSBC Consumer Finance company participated in the establishment of a consumer finance company headed by the largest shareholder Postal Savings Bank.It is actively responding to national policies and supporting the development of the consumer industry.PSBC CFC adheres to the concept of 'financial inclusion' with its development strategic vision of 'Credit and Happiness Shared by You'.The company is committed to propelling consumers to release their purchasing potential as well as boosting finance and industry integration to upgrade retailing sector.The marketing feature of the "Internet + " era is that "channel" gives way to "flow".The traditional pure offline exhibition mode is inefficient,which is limited to physical channel outlets.And it requires bank counter system support and multi-device configuration.In this context,PSBC Consumer Finance company actively explored how to use the "Internet +" to transform the offline exhibition mode and develop the O2O marketing system,aiming to lead the traditional offline exhibition industry with "Internet +" through this instrumental platform,so as to activate offline marketing forces,develop the potential of offline flow,and break the game through offline success.This paper takes the O2O marketing system of PSBC Consumer Finance company as the research object,and focuses on the major problems in the trial operation of O2O marketing system.The paper is based on relevant theories such as consumer finance and marketing and uses multiple research methods such as literature research methods,empirical research methods,case analysis methods,etc.Combined with the author's relevant experience,the paper conducts an in-depth and systematic analysis of the major problems faced by the PSBC Consumer Finance company's O2O marketing system,and proposes solutions accordingly.First of all,this paper makes a brief introduction to the case of PSBC consumer finance company's O2O marketing.This paper introduces the general situation of PSBC consumer finance company.And it expounds that the current online business development mode of PSBC consumer finance company is in urgent need of transformation,therefore develops O2O marketing platform.A brief introduction to the O2O marketing platform,including platform structure,products and promotion.Secondly,through the analysis of the loan data of the O2O marketing system in the pilot city of Yuncheng city in Shanxi province,the problems faced by the O2O marketing system in terms of products,channels and promotion during the trial operation phase are including single product and promotion mode,inaccurate customer positioning,and marketing.Besides,the business ability of the staff is not strong.Finally,based on the analysis of the problems faced by the O2O marketing system and based on the marketing strategy theory,the author combines with its own business experience and tries to explore and propose optimization recommendations as follows: 1.richen product categories,and vigorously develop high-quality banking customers;2.add implantable ads to realize the integrated marking at offline and online;3.strengthen employee marketing skills training;4.establish personal credit scorecards and optimize collection mechanisms.5.use third-party data and anti-fraud capacities as well as risk control and prevention and other optimization recommendations.Through the above analysis and research on the major problems faced by the O2O marketing system of PSBC consumer finance company and the corresponding countermeasures,the paper aims to provide reference for the development of O2O marketing system of PSBC consumer finance company and similar companies. |
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