Research On Token Design And Marketing Plan In Tushare Financial Big Data Community

Since its establishment in late 2014,Tushare has developed into the largest financial big data open community in China,accumulating 6TB of various financial data and obtaining nearly 200,000 accurate users in the field.At the same time of achieving good performance,the shortage of funds and development and operation personnel has increasingly become an obstacle to further rapid development of the community.How to make the best use of the community advantages of the open source community,mobilize the user's subjective initiative,actively participate in community building,and finally form a highly open,autonomous community organization,which is the core proposition of this paper.The emergence of blockchains and tokens has created a new type of cohesive community consensus that stimulates community-based production methods that break the boundaries of companies and achieve the unification of owners,producers,and users.Greatly liberated productivity,which is highly compatible with the core propositions of this paper.Therefore,the main research content of this paper is how to use a variety of general design tools and methods to design a set of effective and consistent Tushare development strategies.The certification system is then supplemented by various marketing theories and models to design a matching marketing strategy.Based on the PESTEL model,this paper conducts a detailed macroenvironmental analysis of the financial information service market in which Tushare is located,and draws the conclusion that the macro-environment is beneficial to the overall development of the industry,and then uses the Porter Five Force model to analyze the competitive environment of Tushare;On this basis,using the SWOT matrix,an in-depth strategic analysis was carried out,and a reasonable development strategy was formulated.Based on the above analysis results,the pass system of Tushare Financial Big Data Community was designed and optimized through various forms of design methods and tools.Finally,using STP theory to complete the market segmentation,target market selection and positioning of Tushare,using 4Ps theory to develop the corresponding product strategy,pricing strategy,marketing strategy and promotion strategy.Through the SWOT matrix,this paper has developed a development strategy for the community to carry out the certification reform,stimulate the open source community productivity,and solve the disadvantages of less capital and human resources.In the design of the token,this paper designs a dual-pass model to cope with the increase in the cost of using the platform due to the appreciation of the token;The use of data is mining,which is a clearer and more reasonable measure of value;Design community tasks,subcommunity tasks,task hunters,task badges and other mechanisms encourage users to participate in community building and so on.Through the STP theory,Tushare is positioned as the financial big data open collaborative community for college students and individual investors who are interested in quantitative investment in the pursuit of free and open,personal value and wealth growth between 20-35 years old in the first-tier cities in China.Finally,based on the 4Ps theory,it is proposed to actively build a boutique sub-community on the product,quantify the community,price to the institutional,individual investors,students differentiated pricing,distribution on the online quantitative community and offline schools,propaganda on the adoption of revised benefits,Marketing strategies such as rankings and quantification contests.This paper has developed a highly feasible development strategy for the Tushare community,and the implementation of the specific scheme of the certification reform and the matching marketing strategy have a strong practical significance for the Tushare community and pointed out the direction for the further development of the community.