Research On Marketing Strategy Of Ant Financial Online Green Financial Products

Green development,as one of the "five new developments" ideas put forward by General Secretary Xi,is based on dialectical considerations of fully understanding the pressure on the ecological environment and economic development.China’s development cannot follow the western old path of "pollution before treatment" and green development,Sustainable development must be on the road to the great rejuvenation of the Chinese nation.The pressure on the ecological environment has brought to China the actual needs for environmental protection and ecological restoration.The traditional solution is the government to levy a "Pigou tax" to provide public goods to maintain the funds required for green environmental protection.Green finance is another solution.Is gaining popularity.Ant Financial,as a pioneer of Internet finance,not only explores green credit,green securities,and green insurance in traditional Internet green finance practices,but also builds the prototype of China’s first "personal carbon account" in the form of an Ant Forest game.The combination of green and low-carbon environmental protection propaganda and public low-carbon behavior.This article first finds the problems to be solved in the dissertation from the weaknesses of related research at home and abroad and the realities of Internet green financial business operations-the marketing strategy of Internet green financial products,from the characteristics of communication,communication mechanisms,and interaction mechanisms.And consumer behavior psychologically analyze the marketing characteristics,theoretical advantages and disadvantages of the Internet green financial products,take ant forest for example and analyze the marketing strategy of Ant Financial’s green financial products based on the 4I principles of online marketing,and summarize its marketing strategies in accordance with the interests,interests,and interactions The experience of the principle of personalization lies in finding potential marketing problems and proposing corresponding optimization suggestions.