The Marketing Strategy Research On PA Company’s Inclusive Finance Products

Chinese government officially proposed "developing inclusive financial,encouraging financial innovation,enriching financial market and financial products" in November 2013.At the same time,a wide variety of bank、inclusive financial companies,private lending companies,internet financial companies sprang up.Developing the inclusive finance has been the trend of The Times.Banks,consumer finance companies,e-commerce platforms and other inclusive finance organization are all rushing to consumer finance,and people’s consumption and lending habits are constantly changing.However,due to residents’ consumption habits and technical means,the traditional loan marketing methods can no longer meet the customer’s borrowing needs,and the entire industry is facing tremendous opportunities and challenges.How to innovate business models,tap potential customer needs,with the help of the big data,improving risk control measures,increasing the number of customers,achieving precision marketing,and finding the way to reduce bad debts has become the key to win the battle for inclusive financial market competition.This paper takes PA company as the research object,through internal and external environment analysis and questionnaire survey,we can understand the marketing environment of inclusive financial products of PA company and its basic industrial competition situation,the company’s marketing strategy and philosophy,the existing personnel structure and marketing status and all aspects things.In terms of the choice of marketing strategy,the paper takes "7PS" theory as the logical framework providing practical proposal in the aspect of financial product selection,swap offered rate innovation,sales channel expansion,product promotion activities,personnel management of lines of business,innovation display of loan products and optimize the process of loan and repayment,it hoped that the PA company attaches importance to the development of inclusive financial products,uses the advantage of big data and capital enrich the line of loan products,covers a wider customer group with more high-quality products,takes different pricing strategies direct at different customer groups ’approval rate,enrich the loans’ financing channels and customer obtain channels and the more convenient repayment channels,gives full play to all kinds of resources in enterprises,new and old media and network tools to promote productivity,improve the efficiency and service quality of lines of business staff,update display of product constantly,optimize customers’experience in loan and repayment,optimize the process of client consultation,repayment,after sale and classification.In order to guarantee the marketing strategies above successfully implement,the PA company is supposed to do the security work of effective implementation of marketing strategies well in the aspect of enterprise culture,institutional improvement,team training,risk control,compliance management and so on.It is expected that through the investigation and research of this paper will not only provide the PA company with theoretical basis and decision-making reference to implement more effective marketing strategies,play a positive role in increasing market occupancy,expanding business scale,complete marketing channels but also provide some references to China’s inclusive financial institutions.