Marketing Strategy Of M Company’s Internet Consumer Financial Products Optimization Study

China’s increasing per capita disposable income,significant changes in consumer behavior and perceptions,and the abundance and upgrading of mobile payment tools continue to stimulate consumer demand for credit and drive the development of the Internet consumer finance market.The change of consumption concept,rapid development of technology,and policy support bring opportunities for the explosive development of the Internet consumer finance market.Under the fierce competition from various consumer financial institutions,the rising cost of customer acquisition and stricter requirements from regulators for the Internet consumer finance market,how to stand out and take advantage of the fierce competition is the main concern of enterprises.Based on marketing-related theories and domestic and international literature on Internet consumer finance,this paper analyzes the marketing environment,development strategies,user needs and target market selection,formulates marketing strategies and proposes safeguards,taking Company M as the research object.First,Company M is introduced to the overview and the current situation of industry development,and it is proposed that Company M has problems such as serious product homogenization,poorly built promotion channels,lack of marketing targeting and weak post-lending management in the development process.Secondly,we analyzed the macro environment and industry environment of Company M using PEST model and Porter’s five forces model,and concluded that Company M has opportunities such as policy support and increased recognition of consumer finance,but also faces threats such as fierce competition and high cost of customer acquisition.The internal environment of Company M was analyzed by using the value chain,and it was concluded that Company M has advantages such as strong technology,strong risk control ability and low cost of capital.By constructing a SWOT analysis matrix,using AHP hierarchical analysis and questionnaire scoring form to analyze the internal and external factors affecting the development of Company M qualitatively and quantitatively,combined with the SWOT-AHP model,to build an AHP index evaluation system.According to the scoring results,the weight of indicators was determined using yahp10.1 software and checked for consistency,and the development strategy quadrilateral was drawn after measuring the weight and total intensity of each group of indicators of strengths,weaknesses,opportunities and threats,and it was concluded that Company M has a large share of internal strengths and external opportunities and should adopt SO growth-oriented strategy,i.e.,give full play to the advantages of background,customer acquisition and cost,enrich scenarios and channels,optimize The study concluded that Company M should adopt a SO growth strategy,i.e.,take advantage of its background,customer acquisition and cost,enrich its scenarios and channels,optimize service experience,and expand its market scale.In addition,the research on consumers’ demand for M’s products shows that users are no longer stuck in cash borrowing,borrowing funds are mainly used for diversified consumption,users prefer online marketing channels,pay attention to products with high lending amount,low borrowing rate and fast approval,and hope to enjoy interest-free borrowing and discount offers;users’ services such as overdue reminders need to be strengthened.Third,combined with STP theory for market segmentation and market positioning,we select 22-45 years old,low to medium income,with a monthly income of 5,000-20,000 yuan,and relatively stable income of small and medium-sized private enterprise workers,state-owned enterprises and institutional unit workers as the target market,and use 7P theory from multi-scene products,amount of interest rate differentiation,channel diversification,precision marketing,personnel management,service improvement To ensure the smooth implementation of the marketing strategy,we formulated a marketing strategy optimization plan.In order to ensure the smooth implementation of the marketing strategy,safeguards are formulated,mainly: improving the risk prevention and control mechanism,building a digital risk management system covering the whole process of pre-lending,lending and post-lending;improving the human resource management system,providing human resource guarantee for the product and technology group,the risk control group,the marketing channel group,etc.;carrying out team incentives in terms of salary and benefits,job stability and career development.Finally,we summarize the whole article and make suggestions for optimizing the marketing strategy of Internet consumer finance products.