Research On The Marketing Strategy Of P2P Loan Products Of H Company

With the vigorous development of China's Internet banking, P2P industry as Internet financial sector development of a very important force and is the concern of the public and. H company's P2P finance products as part of the, in the P2P industry is about to usher in the background of industry regulation under, this paper aims to use the theory of marketing mix strategy, using the method of literature analysis and case study, the marketing strategy of P2P industry were cut into the analysis. Through the analysis of the marketing strategy and marketing environment of P2P loan products of H Company, we find the solution to the problem of marketing strategy.This paper mainly consists of six chapters: the first chapter is the introduction, which mainly introduces the research background, research significance, research content and methods, research ideas and research framework. The second chapter is a review of the theory of marketing strategy and related literature review. Mainly to the marketing theory, the marketing analysis tool and the domestic and foreign P2P industry marketing strategy related literature to elaborate, for the H company P2P loan product marketing strategy development of the development of the foundation to lay the foundation. The third chapter is the analysis of the marketing environment of P2P company's H loan products,which includes the macro environment, industry competition environment and the analysis of the internal environment, and the use of SWOT and other methods of the company's P2P loan product strengths, weaknesses, threats and opportunities for a detailed analysis. The fourth chapter is the strategic planning of H company P2P loan products, and separately from the product strategy, price strategy, promotion strategy, put forward the corresponding marketing strategy channel strategy and service strategy, looking for improvement and innovative ideas for the company H P2P loan products the rapid and healthy development. The fifth chapter is the implementation of the P2P loan product marketing strategy of H Company, and separately from the organization guarantee, the system guarantee and the human resources security, puts forward the specific safeguard measures. The sixth chapter is the conclusion.Through the analysis of H Company's P2P loan products marketing environment and marketing situation and marketing strategy research, laid the foundation for the H company P2P loan products and stable growth, and the net loan industry to provide a useful reference for other platforms.