The Research On Marketing Strategy Of Hunan Marketing Center Of Postal Savings Bank Of China Consumer Finance Co.,Ltd.

In China,the consumer finance industry has entered a period of steady development,but the research on the marketing strategy of consumer finance companies is still in the exploratory stage.At present,with fierce competition and serious product homogeneity in the consumer finance industry,the marketing strategy of consumer finance companies is in urgent need of innovation.Hunan Marketing Center of Postal Savings Bank of China Consumer Finance Co.,Ltd.(hereinafter referred to as PSBC Consumer Finance Hunan Marketing Center)is faced with some urgent problems to be solved,such as how to segment the market,determine the target market,identify the market positioning,and formulate and implement marketing strategies.Firstly,this paper uses the PEST analysis method and the Five Forces model to analyze the external environment of the PSBC Consumer Finance Hunan Marketing Center.It also analyzes the internal conditions and performs SWOT analysis.Secondly,this paper uses the STP theory to subdivide the market according to the customer group qualification,customer group region and customer group age.The target market customer group are identified as ordinary low-end customer group,county township customer group and young customer group.Thirdly,based on 4Ps theory,this paper puts forward specific marketing strategies.In terms of product strategy,the paper puts forward the development of postal savings collaborative development products,innovation of offline consumption scenario products,optimization of “excellent enterprise loan” group run products,and building a high standard product service system;in terms of price strategy,flexible pricing is proposed according to comprehensive cost,industry situation and other situations;in terms of channel strategy,the paper elaborates on postal savings,online platform and direct marketing center;in terms of promotion strategy,it puts forward detailed promotion means from four aspects: personnel sales,business promotion,advertising promotion and public relations.Finally,it puts forward the safeguard measures for the obstacles that may be faced in the process of marketing strategy implementation,and expounds the expected effect of marketing strategy implementation.This paper puts forward a series of marketing strategies combined with relevant marketing theories,which will help to improve the marketing ability and comprehensive strength of PSBC Consumer Finance Hunan Marketing Center,and also bring enlightenment and reference for the exploration of marketing strategies of other consumer finance companies.