Research On The Marketing Strategy Of PH Company's Microcredit Product

In 2015,the country issued a series of financial policies to encourage the development of microfinance business.Many domestic financial institutions and non-financial institutions also responded to the policy call to actively develop microfinance business with the help of financial technology.It is against this background that PH Company was established.At the beginning of its establishment,it maintained a good development with the strong support of its parent company and industrial capital.However,with the increase of competitors and changes in the market environment,the scale and profit growth of PH Company’s microfinance business began to stagnate in recent years.This paper investigated the sales status of PH’s micro credit products,and collected information about product marketing from the perspective of consumers to help PH optimize its marketing strategy.It has certain reference significance for PH Company and other companies operating micro credit business.With the 4P marketing mix as our theoretical framework,this paper collected information on the status quo of micro credit product sales of PH Company from the perspective of PH Company and consumers,demonstrated the relationship between its marketing strategy and consumers’ purchase intention through statistical analysis,and found the shortcomings in the original product marketing strategy through comparative analysis.When formulating marketing strategies,enterprises need to refer to their external environment and their own strengths and weaknesses.Therefore,the paper uses SWOT analysis methods to identify the external opportunities and challenges faced by PH Company,as well as their own strengths and weaknesses,as an important reference for enterprises to formulate marketing strategies.On the basis of the above,this paper finally put forward the optimization proposal for the marketing strategy of PH Company’s small and micro credit products.:First,there are mainly four problems in the marketing of PH’s credit products: the product type is single and the homogeneity is serious;The comprehensive rate of credit products is on the high side;Some sales personnel have low professional ethics and professional quality;Inadequate attention to discount and promotion of target customers.Second,the analysis of the opportunities and threats,advantages and disadvantages of PH Company’s credit product marketing shows that,in terms of marketing strategy,PH Company has increased resource investment to comprehensively promote the optimization of marketing strategy,and seized the development opportunities of credit products to further expand the business scale of the enterprise.Third,suggestions for the optimization of PH Company’s credit product marketing strategy are as follows: launch differentiated and characteristic credit products in product strategy optimization,and focus on developing offline credit products;In terms of price strategy optimization,competitive price strategy and intuitive price comparison strategy should be implemented;In terms of channel strategy optimization,we should optimize the personnel management of direct sales and agency channels,and promote the construction of agency channels;In terms of promotion strategy optimization,we should strengthen the promotion of high-quality customers,promote cooperation with network media,and pay attention to strengthening the comprehensive marketing management of sales personnel.This paper is committed to supplementing the theoretical achievements related to the marketing research of micro credit products of financial institutions,and at the same time,put forward practical optimization suggestions for the marketing practice of PH Company and provide case reference for the implementation of micro credit business of other financial institutions.