Research On Big Data Accurate Marketing For P2P Internet Lending Platform

With the development of the Internet era and the proposal of the country's supply-side reform policy,the P2 P network lending platform has a fertile development soil.Currently,besides the research on risk control of the P2 P network lending platform,there is an urgent need to solve the problem that how to do a good job of P2 P platform marketing.As for the P2 P network lending platform,the current supervision is becoming more and more strict and the competition is becoming increasingly fierce.Better promotion of marketing platform products is a necessary measure to enhance core competitiveness.However,as early as 2015,relevant companies proposed to apply big data to the P2 P network lending platform for better marketing of their products.But,in recent years,there have been few research articles on this kind of issues.Most of them are about lenders' behavioral analysis,risk control,and supervision issues.Others about big data precision marketing are not targeting P2 P network lending platforms.The old research expounded the development history and current status of the P2 P network platform.One of the important points is that the fierce competition environment under strict supervision and the credit issues brought by many road companies impose great pressure on the P2 P network lending platform.The traditional marketing methods are not enough to solve these pressures.The P2 P network lending platform needs big data to assist in the realization of precision marketing.The P2 P network lending platform standardized the marketing of big data in a standardized manner.Under the current policy environment,it can not only satisfy people's increasing consumer demand,but also effectively solve the difficulties,frequency,and urgency of financing of small and medium-sized enterprises,and is conducive to the realization of loans,mutual benefit and win-win situation.Based on the literature review,this article first summarizes the main marketing methods of the current P2 P network lending platform and the advantages of precision marketing,and finds out the major issues of the current P2 P network lending platform for accurate marketing of big data.One of the important issues is how to use big data mining and processing techniques to find out the elements that will make marketing decisions with precision marketing.This article combines the P2 P websites at home and abroad to analyze the behaviors of the borrower and loan end of the network lending platform and the P2 P platform.Based on this,we discuss the factors that may affect these behaviors.This article takes the P2 P network lending platform as the main research object.Based on the existing big data precision marketing methods,it explores the big data precision marketing model applicable to the P2 P network lending platform,and proposes to help the P2 P network lending platform for big data precision marketing.Systematic approach covering both ends of the P2 P platform and proposed the use of online social behavior to broaden the user channel,radiation potential users of big data precision marketing model.On the platform-oriented lending users,this paper presents a unified overview of variables through the user portrait model,and provides a basic model that can guide the maintenance of the P2 P network platform and develop existing customers.When faced with existing loan users on the platform,this paper has mainly established a three-tiered classification model,taking reputation as the primary consideration for medicines,and has carried out product push level division.In addition,in the current environment,consumers' consumption levels are increasing,and their ability to bear financial risks is increasing.However,since the P2 P network lending platform has not yet presented a standardized operating model,most consumers have not yet established a trust mentality on the P2 P network lending platform and have not invested or loaned on the P2 P network lending platform.For the P2 P network lending platform,this part of the customer has yet to be tapped.If it can be successfully incorporated into the ranks of customers,it will greatly increase the profits of the P2 P network lending platform.This paper considers the mining needs of the P2 P network lending platform for potential users,analyzes the social networking behaviors of relevant people through network neural models and deep learning models,and seeks to inject or purchase P2 P network lending platforms,thereby promoting accurate advertising,Reduce marketing costs,and solve the problem of today's marketing problem from "who is my customer" to "where is my customer?" At the end of this paper,we have a look at how the P2 P network lending platform can achieve the sustainable and green development of precision marketing.