Research On The Marketing Problems Of XX Pawnshop

Pawnshop industry has a long history,up to now has been more than one thousand years,it's the originator of financial industry.since the reform and open up,the financial industry of china has a great development,has formed a multi-level pawn enterprise system of varieties of pawnshop coexist, complete function, Division of labor cooperation,and complementary which supports for the steady and rapid development of the national economy,and meanwhile creates favorable conditions for the orderly development of China's financial services industry. But with the downside of nearly two years of economic situation, at the same time the Internet finance companies, small loan companies, Guarantee Corporation and other institutions were set up more and more,which have caused a great influence to pawnshop.There are over 200 pawnshop companies in Henan Province,and a quarter of them in Zhengzhou city.In recent two years,I found that some pawnshops have been bankruptcy because of bad management.and the core issue is the marketing problems. Some pawnshop managers still have old management concept and wish customers to come by their will.But they haven't realized the downside situation of new normal,shifts from high-speed to medium-to-high-speed growth.some medium-sized and small enterprises face difficulties in business, resulting in pawnshop from the golden era turning to the trough period.According to the data about the development of the pawn industry on the website of the Ministry of Commerce, there is a downward trend of the pawn industry development, interest rates will gradually decline, like the pawn insiders said,the age of lying to make money has passed. Although the development of pawnshop is affected by economic situation,if you want to grow up quickly,you should find the reasons from yourself. By the survey of the day-to-day operations of the pawnshop, I analyzes which marketing problems still exist in this pawnshop, how to update the marketing idea, how to improve the marketing strategy, the advanced pawnshop enterprises how to conduct marketing, What can be used for reference for the adoption of the pawnshop, in order to solve the current situation of the pawnshop, this is the original intention of writing this article.Zhengzhou XX pawn limited liability company as this paper's case, Through the status of the development, business activities, marketing management and communication with the person in charge of the company and the management,I analyzed the marketing problems. According to the investigation of the customer,we can understand the customer's age distribution, business needs.which aspects affect customer satisfaction, the professional degree,efficiency, or the privacy, service quality. From the investigation we can distinguish which factors affect customer's satisfaction, and we can do a specific change. From this pawnshop's background, and according to the description of this case,we can in-depth analyze marketing problems of this pawnshop, Such as the pawn business products and services, network marketing problems,public relationship marketing problems, lack of membership marketing work, brand marketing problems, ignorance of internal marketing, relationship marketing and other former employees relationship problems.According to the different marketing problems found, make targeted adjustments or changes. Beijing, Shanghai and other developed areas develop well in financial industry.There is a wide influence on pawn industry, we can study what they practice in marketing, to provide the reference for this pawnshop, such as brand marketing, Internet marketing, relationship marketing, by looking for a standard enterprise, identify gaps and weaknesses, to enhance the marketing ability and level of the pawnshop. Combined with the local economic development level, the business environment and their own characteristics, make the adjustment of marketing strategy for the optimization of pawn business products, improve service quality, deepen the pawn enterprise network marketing gradually, the implementation of big data precision marketing, improve the pawnshop public relations marketing, improve the pawn business membership marketing, improve brand marketing, internal marketing and former employee relationship marketing, to explore an effective way of marketing for the development of the pawnshop under the new norm.