Research On Marketing Strategy Optimization Of Supply Chain Finance Business Of Wanlink Fintech Company

Wanlink financial technology Company is an entrepreneurial subsidiary incubated within Haier Group.By using big data,blockchain,cloud computing and other technological means,Wanlink financial technology company builds a bridge for the supply chain industrial chain between the capital and core enterprises,creates a digital credit platform with supply chain finance business as the core,and carries out supply chain finance business by combining its own technology,risk control and marketing.In recent years,supply chain finance,as an important innovative means to solve the financing dilemma of small and medium-sized enterprises and optimize the cash flow of enterprises and industrial chain,has been highly valued by the national level and local governments.Many policies have been introduced to support the promotion of supply chain finance services and vigorously support the business model of supply chain finance supported by financial technology,providing great development opportunities for enterprises.But at the same time,policy support also encourages more and more financial institutions,fintech companies and other subjects to participate in the competition,the fierce competition,enterprises are facing huge external challenges.Wanlink fintech started to carry out supply chain finance business in Haier Group in 2015.With years of deep cultivation and mining,its business within the group grows slowly and tends to saturation.In addition,with the change of market environment,new funds keep pouring in,and internal business faces the risk of balance decline.In the second half of 2021,the enterprise will make strategic adjustment and expand the supply chain finance business scenario from the original single intra-group scenario to the development of scenarios outside the group.Therefore,the marketing customer group has changed from the original downstream dealers to the big customers with brand enterprises as the core,which forms a great internal pressure on the enterprise,especially the supply chain finance business team.Wanlink fintech first started to carry out supply chain finance business in Haier Group since 2015.With years of deep cultivation and mining,its business within the group tends to be saturated and grows slowly.Besides,with the changes of market environment,new funds keep pouring in,and internal business faces the risk of balance decline and income decrease.In the second half of 2021,the enterprise made strategic adjustment to expand the supply chain finance business scenarios,expanding from the original single scene within the group to the development of scenes outside the group.The customer group of marketing also changed from the original downstream dealers to big customers with brand enterprises as the core,which put forward higher requirements for the enterprise,especially the supply chain finance business team.Under the situation of domestic troubles and foreign attacks,how to formulate a set of feasible marketing strategies for key customers is crucial to the long-term development of Wanlink fintech companies.This thesis takes Wanlink financial technology company as the research object,focusing on its key customer marketing strategy in supply chain finance business.This thesis first introduces the research background,research significance,relevant concepts,relevant theories,etc.,explains the key research content and research methods of this thesis,and summarizes the existing literature on supply chain finance and key customer marketing related research.Secondly,this thesis studies and summarizes the marketing status and existing problems of enterprise supply chain finance through literature research,questionnaire survey,interview survey and other research methods,analyzes customer demands and financing characteristics,and analyzes the macro-environment and competitive environment of Wanlink fintech companies through PEST analysis tool and Porter’s Five Forces model.Then,it mainly uses 4R marketing theory to construct the key customer marketing strategy of the supply chain finance business of Wanlink fintech company from the four aspects of correlation,response,relationship and return,so as to help the company to have certain advantages in the fierce competition.Finally,management guarantees are proposed in four aspects: organization and personnel,resources and mechanism,information and technology,risk control and post-loan,so as to ensure the smooth implementation of Wanlink financial technology company’s marketing strategy.The purpose of this study is to help Wanlink fintech companies optimize their marketing strategies for key customers of supply chain finance business and enhance their market competitiveness.At the same time,it also hopes to provide certain reference value for the industry.