Research On The Optimization Of Marketing Strategy Of "Direct Loan" Product Of Bank Of NB Internet Operation Loan

Affected by the tightening of Internet financial regulatory policies since the second half of 2020 and the repeated epidemic,the total scale of Internet loans in China has gradually contracted in the past two years.By the end of the first half of 2022,the total scale of Internet loans of 10 leading platforms such as Ant Technology,Ping An Pratt& Whitney,We Bank and Duxiaoman Finance continued to decline by 440 billion to 4.1trillion yuan.However,in the process of both the total scale of Internet loans and the total scale of Internet consumer loans,the scale and proportion of Internet business loans increased year after year.The second take-off opportunity of the Internet loan market has already emerged.Seizing and achieving transformation and upgrading has become a research topic for every financial institution participating in this market.In 2017,Bank of NB established a full-time department to try out the field of Internet loan.In 2019,it was upgraded to the first-level department of the head office,and rapidly expanded by divisional system to form a professional team.In the early stage,I focused on Internet consumer loan,and mined high-quality customers in the long-tail customer group through credit investigation,three-party data and income model.After three years of efforts,the scale of Internet loan ranked first in the local financial system.However,in recent years,the traditional Internet consumer loan market has seen a decline in both scale and customers.Meanwhile,the state has been increasing its attention to small and micro enterprises,and has introduced various supportive policies to continuously increase its size.Bank of NB has taken the initiative to layout the online small and micro loan business.From the beginning of 2022,we will try to superimpose data of small and micro enterprises on the basis of personal data,build a risk control system for Internet business loan products,and set up a full-time team to start promoting them.Himself as head of Bank of NB Internet business loans start-up team,in marketing,feel the ‘direct loan’ product on the market have a certain reputation,but also found the product line pricing needs to be optimized at the same time,line adjust the frequency to be speeding up,the problem such as reimbursement means to be rich,to some extent,limits Bank of NB development speed of Internet business credit business.This paper takes the Bank of NB as the main research object.Firstly,it introduces the background and significance of the research on the optimization of marketing strategy of Internet business loan products,and explains the research methods and ideas.Secondly,combined with theory and practice,this paper makes a systematic analysis of the bank.By collecting the organizational structure,business data,Internet product structure and other information of the Bank of NB,this paper has an overall grasp of the current situation of the bank’s Internet business loan.Then through the use of PEST analysis method to analyze the macro marketing environment.At the same time,the industry competition environment and customer demand are analyzed.Based on the customer segmentation theory and credit rationing theory,the existing problems are analyzed,and the marketing optimization strategy of Internet business loan products is formulated according to the problems and deficiencies found.It was optimized from six aspects: channel expansion,active drainage,risk control adaptation,process optimization,customer maintenance,and new customer transformation.At the same time,it put forward safeguard measures from three aspects: scientific and technological architecture,risk control construction,and human resources.The author hopes that this study can actively promote the development of Bank of NB’s Internet business loan and find a characteristic road of differentiated development.It can not only build a three-dimensional,refined and extremely simplified Internet business loan product system,but also make breakthroughs in the target market of customer groups through multiple business models,summarize the characteristics of different types of customers,expand from a single customer group in a single market to multi-customer group operation in the whole market,serve small B-terminal customers well from products,deepen cooperation with major Internet platforms,and achieve win-win cooperation.Accumulate comparative advantages in the industry,build a new moat in the Internet loan market,and rapidly expand and promote with the help of their own brand advantages.