Research On Marketing Strategy Of Henyep Consumer Financial Products In Hangzhou University

Consumer finance is a new field which combines consumption and finance.The emergence of credit cards is the starting point of consumer finance.With the development of economy and the progress of science and technology,consumer financial products include not only traditional credit cards,but also many Internet consumer financial products,such as Huaxiao and White Tips.Based on the strong consumer demand and repayment ability of College students,the campus consumer financial market develops rapidly.As an important part of the whole consumer market,the University consumer market has always attracted the attention of the financial industry.The market scale in 2017 has exceeded 100 billion yuan.It can be predicted that the University consumer financial market will be the key market for financial institutions or platforms in the future.In this context,Societe Generale Bank will continue to develop the campus consumer financial market,and expand the consumer financial market in Hangzhou universities through the products of "learning aids" to meet the needs of College Students' tuition fees and living allowance loans.In this paper,by issuing questionnaires to understand the market potential of Hangzhou universities and the willingness of college students to use consumer financial products,we can get a rough user portrait,and then provide data support for Societe Generale Bank to expand its consumer financial market in Hangzhou universities in the future.At the same time,the author uses marketing theory to analyze and orientate the target market of Hangzhou universities by investigating the consumer demand and the willingness to use consumer financial products ofcollege students in Hangzhou.Then,the author uses 4P marketing mix theory,i.e.product strategy,price strategy,channel strategy and promotion strategy,to put forward Xingye Bank.The suggestions of market expansion in Hangzhou universities will lay a solid foundation for Societe Generale Bank to increase its marketing efforts and enhance the cohesion of its customers in the future.This paper considers that,as one of the consumer financial market segments,the campus consumer financial market has developed rapidly,but there are also some problems,such as the relatively small scale of the campus consumer financial market,customer repayment ability is not guaranteed,and China's credit system is not yet sound,there is a certain risk of default.The attitude of the state towards campus finance is not clear,and there are certain policy risks in expanding the campus consumer financial market.However,in any case,any financial enterprise can not ignore the huge potential of the consumer financial market in Colleges and universities.With the improvement of the social credit system,the popularization of financial knowledge and other factors,as well as the intensification of the national efforts to combat illegal "campus loans",the development of the campus consumer financial market is gradually standardizing and maturing.In the future,the campus consumer financial market will be dominated by licensed formal financial institutions,and the campus consumer financial market will also present a benign development trend.