A Study On The Marketing Strategy Of "Internet Of Things + Chattel Pledge Loan" Of Bank A

The problem of "enterprises unable to borrow and banks unwilling to lend" has been a persistent issue for commercial banks and Micro-,Small and Medium-sized Enterprises(MSMEs)in China.Chattel mortgage loans have been developed as an innovative product to serve MSMEs,effectively alleviating the financing difficulties of MSMEs.However,in recent years,commercial banks have faced challenges such as small loan scale and high non-performing loan ratio and as well as difficulties in market development,resulting in a slow development of the business.The development of Internet of Things(Io T)technology has brought new opportunities for the chattel mortgage loan business.Therefore,researching and applying Io T technology in chattel mortgage loan business has become an important issue for the development of the industry.In this paper,the main research object is A Bank’s moveable loan business.Firstly,through combing through the literature,it can be seen that the theoretical achievements of moveable pledge at home and abroad are abundant,and the moveable pledge mode and risk problem are studied in depth.In addition,the academic community has made clear that the Internet of Things technology in the field of moveable pledge broad application prospects,conducive to the development of moveable pledge loan business.Secondly,based on the 4Ps theory of marketing,this paper analyzes the existing problems in the marketing of A bank moveable loan,and concludes that there are four key problems in the marketing strategy of A Bank’s moveable loan,including the small scale of the product business,high non-performing rate,insufficient price competitiveness,lack of effective marketing channels and uncoordinated marketing strategies.Finally,combining with the theory of 4Ps,an innovative moveable loan model is proposed for A Bank,which is"Internet of Things + Moveable Loans’ ’,and corresponding marketing strategies,including products,are put forward to enhance the regulatory advantages of moveable pledge based on Internet of Things technology.On price,repositioning and personalized pricing based on Internet of Things technology;Channel,based on Io T technology precision marketing park customers,the establishment of cooperation with core enterprises,open up third-party access channels,and so on to broaden the channels;Promotion aspect,forms the overall marketing and implements the up and down linkage,Internet of things digital marketing.The research results can be used as reference for commercial banks to promote moveable mortgage loan business and innovate financial service schemes for MSMEs.