Research On Marketing Strategy Of Internet Financial Business Of PSBC Consumer Finance Co.,Ltd.

At present,the country's overall economic operation is stable,with changes and downward pressure increasing.The country continues to issue a series of policies to promote consumption,which has become a favorable factor for the sustainable development of the consumer finance industry: on August 18,2018,the Bank of China Insurance Regulatory Commission issued the notice of the general office of the Bank of China Insurance Regulatory Commission on further improving the quality and efficiency of credit work and serving the real economy,proposing to actively develop consumer finance On September 20,2018,the CPC Central Committee and the State Council issued several opinions on improving the consumption promotion system and mechanism and further stimulating the consumption potential of residents,which clearly proposed to "further enhance the supporting role of Finance in promoting consumption,encourage the innovation of consumer finance,standardize the development of consumer credit,and grasp the relationship between maintaining the reasonable leverage level of residents and the reasonable growth of consumer credit ”These favorable policies and signals create new opportunities for the sustainable development of the consumer finance industry and the company.At the same time,we should also see that the development of the company will face a series of challenges under the situation of stricter industry supervision and accelerated deleveraging.This paper analyzes the environment of PSBC Consumer Finance Co.,Ltd.,points out the existing problems of the company and puts forward solutions to promote the sustainable and healthy development of the company's Internet consumer finance business.This study has a certain universality,and the conclusion of this study also provides reference for other consumer finance companies to carry out other business.This paper uses literature research,case analysis and SWOT analysis to conduct empirical research on PSBC Consumer Finance company.Through the current marketing strategies of various personal loan businesses and overall Internet consumer finance businesses carried out by PSBC Consumer Finance Co.,Ltd.,it points out that in the emerging stage,facing inaccurate positioning of target customers,asset quality declines;single products,no development features,serious product homogeneity;wrong pricing strategies,insufficient market research before price adjustment;business The marketing team has limited experience,lack of flexibility,and can not adjust the marketing mode accordingto the actual situation of the enterprise.Then the macro and micro environment and SWOT of the company are analyzed.Finally,we will subdivide the market,select and position the target market,reorganize the marketing strategy and put forward the guarantee measures: first,according to the STP marketing strategy theory,we will take the professionals as the target market,and refine the user experience into the market position;second,based on the 4P marketing group's theory of rationality,the product strategy focuses on the realization of the refined operation of "thousands of people and thousands of faces",and works with the user portrait The unified messaging platform is open to support flexible configuration of operation strategies.Pricing strategies are comprehensively considered based on business costs and risks.Channel strategies are to reach customers through multiple channels,track data effects in real time,interact with rich customer data on the head platform,enrich customer information dimensions,and promotion strategies will ultimately form a scenario and personalized activity mechanism with the above information,as well as the integration mechanism of task-based and equity based,to build a new customer retention system in the whole life cycle.Third,we should formulate effective safeguard measures,comprehensively strengthen the long-term mechanism construction of business and product risk management in risk management,rely on the support of users and data analysis system,build a business product risk monitoring and early warning system covering different scenarios,different credit links,different regional customer groups and different channels,and improve the early warning ability and resolution ability of business response to risk events To promote the sound development of business and products.The survival of the fittest in the consumer finance industry has become a new normal.The development of the consumer finance industry has turned into the second half,and will enter a new stage of intensive cultivation and competition of comprehensive capabilities in the future.The research background and object of this paper are innovative,and the research conclusion is of empirical significance.This paper combines the marketing theory with the background of the rapid development of the Internet business and Internet technology of consumer finance companies,and applies it to the specific business of consumer finance companies in the banking sector to restructure their marketing strategies and formulate safeguard measures,which has reference significance for similar businesses of the same type of companies.