Study On The Marketing Strategy Of Shen Zhen Dafy Financial Holding Limited Company In The Internet Finanical Area

Marketing is the source of competitiveness,the driving force of enterprise's survival and development.Shenzhen dafy financial holding limited company(hereinafter referred to as Dafy Finance)is an internet financial firm,which head office is located in Qian hai,Shen Zhen province.The company's service object is the general public.It offers a series of financial services such as payment,consumption,installment and micro credit to an individual or individual business that have capital needs.In 2016,with the outbreak of the financial risk events for e zu bao,dada and jinlu,the net credit regulation policy draft issued,and the multi-sectoral joint reorganization,internet finance as an emerging industry is facing the unprecedented crisis of public opinion and industry area.It analyzes the marketing strategy in the internet financial area,which makes Dafy Finance more competitive in the tumultuous industry background and ensures it has certain advantages in the competition and continuous development.The research object of this paper is Dafy finance.First,it introduces the research background and significance.Second,it combs the domestic and foreign current situation and the development situation.It refers to many scholars' new thinking and new marketing methods in the financial industry.It not only gives the theoretical support to this article,but also broadens the new ideas of Internet financial marketing.Third,it uses the related theoretical analysis methods,including Porter's Five Forces theory,SWOT analysis,PEST analysis method,the market segmentation theory and the target strategy.These methods can help Dafy Finance find the strengths,weaknesses,opportunity and threats.It clarifies analysis methods and studies the marketing problems.It also supports for later marketing countermeasures.Fourth,it introduces Dafy finance's marketing environment,the internet financial industry environment,policy environment,the company's internal human resources environment and the corporate structure.It also analyzes the internal and external environment's influence on the marketing strategy choice for Dafy financial market.Through the analysis of marketing environment,Dafy Finance's internet financial markets is subdivided,the marketing problems are studied.It determines the target market and target strategy of Dafy finance.Fifth,through the above analysis conclusion,it determines the current marketing strategy and implementation plan combined with the industry and the company environment and the marketing theory analysis,and how to effectively improve and enhance the marketing competitiveness of Dafy Finance.