Research On Marketing Strategy Of JH Company Driven By Data

P2P online lending is one of the important components of China's diversified financial system,with a blowout from 2015 to 2018.Although there have been a lot of risk accidents in P2P online lending for some time,it is undeniable that P2P online lending plays an irreplaceable role in realizing a wide range of Inclusive Finance and solving the financing difficulties of small and medium-sized enterprises.Most P2P online loan companies invest a lot of advertising expenses through online and offline channels,and lack of scientific and reasonable operation strategy makes the investment difficult to achieve results.In this case,P2P network lending platform needs to use big data technology to mine users,find pre lost users,select appropriate marketing strategies to save users and improve user conversion rate.This paper takes the e-Loan platform JH company as the research object.Under the background of big data,guided by big data theory and precision marketing theory,this paper systematically studies and combs the marketing status and marketing environment of the P2P network loan products of the company,hoping to construct a marketing solution based on big data that is more suitable for the company.This paper starts with the three marketing problems that the online and offline marketing are generally faced with,that is,the online marketing and offline marketing are not connected,the registration is not converted,and the loss rate of additional loan users is high.Based on the problem-oriented,big data collection,data cleaning,data mining and modeling analysis are carried out according to the original data of pleasant loan company,and the users are subdivided,and the online is proposed According to the actual business data,the implementation effect of marketing strategy based on big data is analyzed,and the results are good.Although this paper combines the theory of big data with practical cases to design a solution to the marketing problems encountered in the marketing process of the online loan industry,large probability can be applied to other similar types of online loan industry.However,with the rapid development of Internet Science and technology to promote financial innovation,it is difficult to solve the marketing problems of JH company with the times,and it is even more difficult to apply to the whole P2P network loan platform or industry problem solving,so it still needs continuous research and judgment.