Research On Marketing Optimization Of T Bank’s Internet Consumer Finance Business

Along with the development of the Internet consumer finance business,the market main body and development trend in this field in our country gradually clear.The development of Internet consumer finance market has experienced enlightenment period,high-speed development period and rectification period.As an aggregator of Internet consumer finance,banks are impacted by other market entities in the marketing of such business.Small and medium-sized banks,in particular,are inferior to state-owned large banks and joint-stock commercial banks in terms of customer base,scientific and technological investment,risk control,and other capabilities;on the other hand,they are inferior to Internet platforms and consumer finance companies in terms of personnel quality,business model,ecological correlation and other innovative capabilities.How to give full play to the advantages of small and medium-sized banks and expand the scale of the Internet consumer finance market has become a focus of discussion in recent years.This paper takes T Bank as the analysis object,and makes a comprehensive analysis of T Bank’s Internet consumer finance from the macro,meso and micro levels.PEST analysis is used to get a good macro environment for Internet consumer finance;Porter’s five forces analysis is used to clarify the medium environment for the fierce competition in the Internet consumer finance market;SWOT analysis is used to clarify that T Bank should develop its own characteristics and complement the competition direction of talent team.By means of data statistics and survey interviews,this paper clarifies the problems of T Bank in product marketing,such as relying on past experience and undifferentiated marketing.Based on the above situation,the precision marketing strategy is proposed for the bank’s marketing work.STP marketing strategy is used to make optimization suggestions on the market segmentation,target market determination and market positioning of T Bank’s Internet consumer finance business.It is suggested that T Bank carry out fine development of customer groups such as mortgage stock and credit card users in the marketing of Internet consumer finance business.At the same time,according to the relevant theories of precision marketing,the paper provides optimization guarantee advice for T Bank’s precision marketing,and draws the analysis conclusion that T Bank can optimize the market segmentation positioning,talent capacity construction,product,channel,promotion and other aspects.Finally,in view of the conclusions and relevant marketing enlightenment,this paper suggests that similar small and medium-sized banks in the Internet consumer finance marketing work for reference to the analysis method and strategy research method.The stock customer group is further subdivided and positioned,and the target customer group is optimized and the marketing method is refined according to its own business characteristics.We believe that these methods can help banks find the problems and find their own positioning in the fierce competition of the Internet consumer finance market.