Marketing Strategy Of P2P Platform In BaiYi Co. LTD.

With the advancement of technology and the popularity of the Internet,the Internet has benefited more and more industries and users due to its Marginal utility effects.When the financial industry promoted through the Internet,it changed the image of only the service elite and spread it to low-and middle-income people,highlighting the “inclusive” nature of the “Internet + Finance” industry.The P2 P industry is a typical representative of it,and it has become a fast-growing private lending method.The company has seized the opportunity to establish a P2 P platform(hereinafter referred to as the “Baiyi Platform”),but in the actual business process,the Baiyi platform has also revealed prominent problems such as weak marketing power,low level of marketing operation and insufficient product innovation capability.As the competition in the P2 P industry intensifies the tightening of supervision,how can the Baiyi platform take advantage of industry opportunities,leverage its own advantages,and reverse the current unfavorable situation.It is particularly urgent and important to improve the marketing strategy of the platform.Based on traditional marketing theory and emerging Internet finance theory,this paper analyzes the environment from the macro environment analysis to the internal environment of the industry to the advantages and disadvantages of the platform.Through SWOT,it finds a suitable strategic development direction.Through the user's survey,the main problems faced by the platform are extracted and analyzed.Finally,the 7Ps marketing mix is given to improve the marketing strategy of the Baiyi platform,and the corresponding safeguard measures are proposed according to the actual situation of the company,so as to optimize the marketing strategy of the Baiyi platform.And ascension.This paper attempts to study the improvement of the marketing strategy of the P2 P platform,and finds a set of improvement schemes suitable for the Baiyi platform marketing strategy,which can also play a reference role in the improvement and upgrading of similar platforms in China.