Research On Target Marketing Strategy Of N Company's P2P Network Lending Platform

With the rapid development of global information technology,the industry development mode of Internet grafted by traditional industries has become more and more mature.The Internet financial industry derived from the combination of the traditional financial industry and the Internet has also made considerable progress.As an important part of Internet finance,the P2 P online loan industry plays an extremely important role.N company's P2 P network lending platform(in addition to the title of each chapter listed in the catalogue,hereinafter referred to as "N platform")was established earlier,and has experienced the period of explosive growth and regulatory rectification of the P2 P network lending industry.Under the background of the gradual improvement of laws,regulations and regulatory policies,this paper uses literature analysis,comparative analysis and empirical research to analyze the marketing environment and target marketing strategy of N platform,aiming at finding the problems existing in actual marketing management and putting forward countermeasures.This paper takes the marketing management in the actual operation of N platform as the main research object,and applies the marketing management theory to its marketing practice.Based on the objective analysis of the development history,current situation and trend of P2 P online lending industry,this paper summarizes the opportunities,threats,strengths and weaknesses of N platform in the market,and finds out the core problems in marketing management,aiming at the macro environment,competitive environment and internal and external marketing environment faced by N platform.All marketing management and marketing actions must be based on the segmentation and description of customers and markets.So according to the problems found,the questionnaire is designed,distributed and recycled.Through the analysis of the questionnaire,we can find the target market and complete the positioning of N platform in the market,so as to formulate the most suitable target marketing strategy for N platform.Through the research ideas and methods put forward in this paper,combined withthe analysis of marketing environment and marketing situation,a practical target marketing strategy is formulated.It lays a foundation for the sustainable development of N platform,and also provides a useful reference for other platforms of P2 P network lending industry.