| The core factor for the vigorous development of the world’s digital economy today is inseparable from the drive of financial technology,and the innovative development of my country’s financial technology has entered the global ranks with the joint efforts of various financial technology companies.However,as the main force of innovation and research and development of financial technology companies,their living environment is not as vigorous as the development of financial technology.One Connect’s huge initial capital investment and fierce market competition have made many financial technology companies eager to make profits in order to survive.In the process of financial technology companies exploring profitability,there are problems such as too complicated services and service objects,and vague positioning in marketing.The improvement of their marketing strategies needs to be discussed at this stage.One Connect,as one of the first companies to enter the field of financial technology,has gone further on this road and encountered problems earlier.Therefore,this paper selects One Connect for research.Based on the relevant concepts and theories such as big data technology,user portrait technology,and precision marketing,and combining with the actual marketing model status and characteristics of One Connect,this paper analyzes it from the two directions of internal and external environment.Then,according to its marketing model combined with questionnaire survey,the existing marketing problems were identified and diagnosed from the two levels of itself and customers,and concluded that there were problems in the marketing process of One Connect,such as relying on the parent company’s business and insufficient customer realization.And the reasons for these problems are the relatively low customer stickiness and average customer order value,and insufficient customer service depth.At the same time,the restrictive factors are discussed using the STP positioning method.In view of the problems and related constraints,combined with the benchmarking analysis of benchmarking companies and the relevant theories of 4Ps theoretical precision marketing,this paper proposes to improve user labels,precise channel layout,increase user contacts,and improve user experience based on big data.The marketing strategy,supplemented by the construction of precision marketing,talent development,risk management,performance management and other aspects of the safeguard measures.Through the above work,this paper puts forward an improvement plan for the marketing problems encountered by One Connect from the perspective of precise marketing,in order to help it break through the current dilemma of huge technology research and development costs,difficult to reverse losses,and difficult to open up differentiated advantages.,to break away from the excessive dependence on the parent company of Ping An Group as soon as possible,so that it can further contribute to the digital transformation of small and medium-sized banks.At the same time,the research on One Connect can also provide a certain reference value for the improvement of precision marketing strategies of similar banking fintech companies. |
