Research On Precision Marketing Strategy Of Internet Credit Based On Customer Life Cycle

With the development of Internet technology,the "Internet+" business model is challenging and disrupting the traditional industries.Internet finance industry emerged as a new financial model different from traditional financial industry.As one of the branches of Internet finance industry,the internet credit business experienced a rapid development is facing more and more fiercely marketing competition in the past two years.With the saturate of the existing credit users,it becomes increasingly difficult to expand new markets.Coupled with the serious homogenization of industry products,it is becoming increasingly difficult for the internet credit company in marketing.Because of the bad phenomenon high interest rates,deceptive loan,violent collection and so on,the regulatory authorities began to enact a series of policies to constraint the operators.With the red line of internet credit loan interest rate changed from 36%to 24%,the profit margin of operators falling sharply.The above makes the development of the Internet credit industry is facing great challenges.Faced he above challenges,in order to improve the operating profits of enterprises,it has become particularly critical to focusing on user precision marketing and user fine operation.While the industry is still in the stage of continuous experiment and exploration,and there is no academic research on the systematic precision marketing strategy for Internet credit users in academia.Based on the above background,this paper proposes a research on precision marketing strategy in the perspective of user life cycle.Firstly,this paper summarizes the relevant theories of user life cycle,user segmentation and precision marketing at home and abroad.Secondly,the current status of the Internet credit industry is studied in detail and the key problems are put forward.Thirdly,taking the credit loan product Y of X Company where the author works as a case study,after analyzing the relevant data,the users are divided based on precise life cycle.Then,through building borrowing needs model makes a secondary user subdivision.Finally,the key reasons for refusing to make the first order and leaving the Y product through user researches.Then the author developed innovatively a set of precision marketing strategy based on both life cycle and user needs and briefly described its implementation process.Finally,through analyzing the marketing data,the feasibility and effectiveness of this strategy are verified.