Research On Channel Selection Strategy Under The Direct Marketing Mode Of Personal Retail Loan Business Of A Financial Services Company

With the rise of “Internet+”,the vigorous development of all industries has been promoted,and the personal retail loan business as a financial industry segment has also undergone many new changes and innovations.On the one hand,Internet companies,with BAT as their representative,vigorously develop personal loan business;On the other hand,traditional financial institution organizations represented by China Merchants Bank and Ping An are also actively responding to the new service model of Internet finance.In this context,as a typical representative,financial services companies have a demonstration and research significance.This paper detailed analyzes the above-mentioned changes in the personal loan industry,studies the general development strategy of A financial services company,and explores innovative development through channel selection under the direct marketing model to achieve better coordination and response.First of all,this article is based on the author's years of working experience in A financial services company,briefly described the company's development history and internal environment.At the same time,summarizing domestic and foreign scholars' ideas on personal loan business,direct marketing model,and channel selection,the definition of individual loan business,strategy prediction,implementation,management,and trends set by traditional financial companies and internet finance companies.Further analyzing the status quo and problems of A financial services company marketing channel.Secondly,using the SPACE analysis tool,the factors affecting the credit channel of the A financial services company direct marketing model are systematically studied from four aspects: financial situation,competition situation,environmental stability trend,and industrial situation.Based on the research methods of economics and management,the use of SPACE matrix tools,positioning research on the development trend and strategic direction of the individual loan business of A financial services company,and then putting forward corresponding suggestions on the choice of individual loan business channels.Finally,using the Analytic Hierarchy Process(AHP)to conduct an in-depth analysis of the marketing channels under the direct marketing model of A financial services company,and to establish an index system under the three principles of “benefit guarantee,efficiency prioritization,and win-win results” through profitability,scale,and standard,cost rates,customer productivity,and input rate indicators for the importance analysis using the analytic hierarchy process.And thus on the basis of the three major channels,providing forward constructive comments for the A financial services company in the direct marketing mode of the individual loan: business database marketing,network marketing,IB Marketing's selection strategy.In short,under the increasingly fierce competition in the credit market,A financial services company must adjust its channel marketing strategy according to the market environment to adapt to changes in customer spending habits and needs,in order to remain invincible in the era of innovation and change.For the overall analysis and detailed description of the above aspects,the key conclusions of this article are summarized as follows: For the same market environment,A financial services company under the direct marketing model should give priority to the ability to fully play its own competitive advantage of IB Marketing channels,and effective combination of database marketing and online marketing for channel selection,are important strategies for achieving the strategic objectives of sustainable development under the three principles.