Study Of X Guarantee Company’s Marketing Strategies Of Internet Supply Chain Finance Products

In recent years,financing guarantee companies,working as a bridge between commercial banks and micro,small,and medium enterprises(MSMEs),have been contributing to the solution of difficulty in and high costs of financing of MSMEs.China’s macroeconomic growth has been slowing down,and along with the strike of COVID-19 epidemic,MSMEs,which are generally in the lower reaches of the economy,are the first to be affected,resulting in poor operation performance,restricted financing channels,and lack of financing methods.This has caused a spike in guarantee compensation rates and reduced volume of business.To address this problem,this thesis,from the viewpoint of a typical guarantee company,analyses marketing strategies of the financing guarantee as the starting point,discusses the business innovation model of the guarantee company and investigates how a guarantee company uses business innovations and finance product marketing strategies,if risks can be managed,to activate the SMSE financing and guarantee market and improve the depth and efficiency of business marketing.This thesis is expecting to provide theoretical study thoughts to marketing and promotion of financing and guarantee products by case study of a guarantee company on the marketing strategies of its innovative products.for Innovative product marketing strategies marketing strategies of its innovative finance products.Taking guarantee company X’s Internet supply chain financial product marketing as a typical case,this thesis focuses on analyzing the Internet marketing strategy of the guarantee company X’s innovative financial products,and serves as a prototype for the business transformation and development of the traditional guarantee industry.Firstly,this thesis collects and processes the data of the guarantee industry and the MSME financing market,analyzes the macro environment of guarantee company X,the characteristics of target market and the company’s existing customer group structure,and then introduces the MSME Internet supply chain financial guarantee products.Secondly,based on the analysis of the marketing methods and marketing results of the product,this thesis proposes that guarantee company X lacks scientific Internet marketing strategies due to the limitation of traditional financial marketing thinking,which leads to the problem of weak online financial marketing.In response to this problem,the author classifies and summarizes the main factors that affect the marketing of guarantee company X’s Internet supply chain financial products,conducts hierarchical research on each influencing factor with the help of AHP analytic hierarchy process,combines qualitative analysis and quantitative analysis,finds out the most important element that influences decision-making of product marketing strategies,and defines the way forward to formulate the product marketing strategy.Finally,combined with the Internet 4-dimention marketing thinking,this thesis proposes the optimization plan of the product marketing strategy to help guarantee company X achieve transformation and development of Internet financial business.This thesis focuses on how company X analyzes and optimizes the marketing strategy of new financial products in the Internet era based on its own actual situation,which presents values for academic research.It is hoped that through the optimization analysis of company X’s business innovation and marketing strategy,this study mirrors the current Chinese guarantee industry in terms of financial innovation,product marketing,and digital transformation,and helps solve the long-term problem of "high risk,low return,and passive marketing" in the guarantee business of MSMEs.