【作者】 李洁；

【导师】 孙赵勇；

【作者基本信息】 西安理工大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 近年我国各类型的消费金融公司获得较快发展,线下产品同质化程度严重,市场竞争日趋激烈。加上疫情因素的冲击和国家监管政策的收紧,消费金融公司线下产品营销策略亟待改变。J消费金融公司是我国监管机构批准的全国性正规持牌消费金融公司,以社会中低收入人群为目标客户。公司在融资、获客等方面都遇到困难,线下产品面临极大挑战。J消费金融公司产品营销策略的研究,对于同类金融机构在消费金融产品营销策略的制定具有一定借鉴作用。本文应用7P营销组合理论,分析J消费金融公司线下产品营销策略现状,总结公司线下产品存在的问题及产生原因。然后采用PEST分析法、波特五力模型分析法以及SWOT分析法探讨了公司营销环境的优势、劣势、机遇和挑战。最后结合公司所处的环境情况及公司自身情况,提出J消费金融公司线下产品营销策略改进和保障措施。研究结果表明J消费金融公司线下产品营销存在产品要素及价格竞争力不足、营销渠道和人员及过程管理不到位、促销及内容展示水平不佳等问题。J消费金融公司线下产品STP营销战略改进措施为,重点关注中等收入大学学历的中年国企员工客群,兼顾少数个体业主客群,目标市场选择收入较稳定客群以及三四线城市客群,将市场定位在银行线下产品外的空白场景市场。产品营销组合策略改进措施为,创新产品模式和客群、制定个性化产品定价、整合线下产品营销渠道、建立营销人员管理制度、提升营销服务过程品质、实现种类多样的促销模式、树立合规与统一的展示规则。营销策略实施则需要强化线下产品风险控制体系,加强线下业务人才建设机制,并培养线下业务人员合规意识。更多还原

【Abstract】 In recent years,various types of consumer finance companies in our country have experienced rapid development.However,the degree of homogeneity in offline products has become severe,and market competition is becoming increasingly fierce.In addition to the impact of the pandemic and the tightening of national regulatory policies,there is an urgent need for consumer finance companies to change their offline product marketing strategies.J Consumer Finance Company is a nationally recognized and licensed consumer finance company approved by our country’s regulatory authorities,with a target customer base of lowto middle-income individuals in society.The company is facing difficulties in financing and acquiring customers,and its offline products are facing significant challenges.The study of J Consumer Finance Company’s product marketing strategy can provide valuable insights for similar financial institutions in formulating their consumer finance product marketing strategies.This article applies the 7P marketing mix theory to analyze the current status of J Consumer Finance Company’s offline product marketing strategy,and summarizes the problems and their causes in the company’s offline product marketing.Then,the PEST analysis method,Porter’s Five Forces model,and SWOT analysis method are used to explore the company’s marketing environment’s strengths,weaknesses,opportunities,and challenges.Finally,considering the company’s environmental situation and its own conditions,suggestions are made for improving and ensuring J Consumer Finance Company’s offline product marketing strategy.The research findings indicate that J Consumer Finance Company’s offline product marketing faces issues such as insufficient product elements and competitive pricing,inadequate marketing channels and personnel,and poor promotion and content display levels.To improve the offline product STP marketing strategy,J Consumer Finance Company should focus on the middle-income group with college education,particularly middle-aged employees of state-owned enterprises,while also considering a minority group of individual business owners.The target market should consist of income-stable customers and customers from thirdand fourth-tier cities,positioning the market in the untapped areas outside of traditional bank products.To enhance the product marketing mix strategy,J Consumer Finance Company should innovate product models and target customer groups,establish personalized product pricing,integrate offline product marketing channels,establish a marketing personnel management system,improve the quality of marketing service processes,implement diverse promotional models,and establish compliant and unified display rules.The implementation of marketing strategies requires strengthening the offline product risk control system,enhancing the mechanism for talent development in offline business,and cultivating compliance awareness among offline business personnel.更多还原