Research On The Marketing Strategy Optimization Of Wangxin Financing Platform

With the rapid development of Internet finance industry and the steady implementation of regulatory policies,online lending has been paid more and more attention by investors.Wangxin Financing platform,the leading P2 P financial platform in China,meets the borrowing needs and financial needs of both borrowers and lenders.As more and more powerful enterprises devote themselves into the P2 P industry,on the one hand,Internet giant companies represented by alibaba,jingdong and sohu announced that they engage in online credit,on the other hand,the traditional financial institutions also accelerate the transformation of the Internet through establishing the online financing platform or creating their own platform hand in hand with the Internet company,online credit industry becomes increasingly competitive.Therefore,the sustainable development of online credit must be affected without available marketing strategy.This study provides ideas for its sustainable development through analyzing the marketing environment of Wangxin Financing platform and the core areas of the marketing.Based on the related theory of marketing learning in the period of MBA and combined with the actual cases,this paper utilizes the literature research and case study method to analyze the marketing strategies and marketing environment of Wangxin Financing platform.The text is divided into six chapters: the first chapter is introduction,mainly introducing the research background,the research purpose and meaning,main contents and methods,research ideas and framework.The second chapter are theoretical basis and literature review,mainly involving the “4 p”marketing theory and the related literature both at home and abroad.In this part,the related literature of P2 P online credit at home and abroad is disserted from the aspects of operation mode,risk control and marketing strategies,which will lay the theoretical foundation for studying the marketing strategy of Wangxin Financing platform.The third chapter is the analysis of the marketing environment of Wangxin Financing platform,including both internal and external environment,with the methods of porter's five forces model analysis and SWOT analysis,in order to understand the competitive scenario of P2 P industry and the advantages,disadvantages,opportunities and threats facing the platform.It provides a clear idea for the positioning and future development of the marketing strategy.The fourth chapter demonstrates problems existing in marketing management center of the Wangxin Financing platform on the basis of “4 p” marketing theory,including weaknesses and reasons in products,pricing,sales channels and promotion.Fifth chapter is the marketing countermeasure research of Wangxin financing platform,proposing the improvement and adjustments of the existing marketing strategy to further consolidate sustainable development in marketing strategy of online platform.The sixth chapter is the conclusion and prospect,the summary of the whole text,which puts forward the prospect of future research on the shortcomings of this paper.This paper develops targeted marketing strategy through the research of internal and external marketing environment facing the Wangxin Financing platform to improve its market competitiveness,and provide theoretical support for its sustainable development,and implying a proper significance in other platforms of online lending business.