摘要
摘要
截止 2020年底，在我国境内正式营业的持牌消费金融公司已达 27家。消费金融公
司的壮大与发展，得益于监管制度的调整与完善，紧扣供求关系，推陈出新的产品设计，
现金贷款与场景消费的全方位覆盖，第三方支付渠道与银联、网联的交叉配置，大数据
背景下征信体系的逐步健全，也是社会、经济共同发展作用下的产物，是结合人们新消
费理念与生活追求下的必然成果。现金贷款与场景消费并驾齐驱，各种类型的借贷模式
下人民的购买力也在不断增大，更加印证了个人消费金融服务开展的重要性与可观性。
目前，很多机构仍旧在接踵而至的等候入场中。这是“增量”与“存量”的一个时代转
变阶段，也是持牌消金彰显其更大价值的时刻。
本文以 YC消费金融公司现金贷产品为研究对象，以该产品的营销策略作为研究主
题，主要依据营销策略 7Ps理论，并且借助 SWOT-PEST组合分析法、STP理论开展细
致分析与研究，对 YC消费金融公司现金贷产品当下的营销策略进行深度细致的探讨，
最终结合当下经济背景、市场环境及 YC消费金融现金贷产品的营销现状，提出更为严
谨、可操作性的改进策略。当今社会，行业间竞争加剧，消费者对于同质消费产品的服
务与体验感，也成为了营销过程中不可或缺的因素，因此，在传统策略基础上，着重强
调“人、有形展示、过程管理”的 7Ps理论，结合当下数字科技金融的助力，更加能够
符合当前市场的发展行情，也更具有可操作性与可实现性。在本文提出的策略及整套保
障措施作为支撑下，满足短期新冠疫情下宣导的“无接触”形式、也符合中长期发展靠
科技引领进步的社会趋势，更适合公司现金贷产品。
关键词：现金贷，营销策略，7Ps，对策改进
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西北大学硕士学位论文
ABSTRACT
By the end of 2020, the number of licensed consumer finance companies in China had
reached 27. Consumer finance company's growth and development, thanks to the adjustment
and improvement of the supervision system, supply and demand, new product design,
consumer all-round coverage of cash loans and scene, third-party payment channels with
unionpay, snatched cross configuration, credit system under the background of big data is
gradually perfect, and common development under the action of social, economic, It is the
inevitable result of combining people's new consumption concept and life pursuit. Cash loan
and scene consumption go hand in hand, and people's purchasing power is also increasing
under various types of borrowing modes, which further confirms the importance and visibility
of the development of personal consumption financial services. At present, many institutions
are still waiting to enter one after another. This is a period of change between "incremental"
and "stock", and the moment when the licensed gold shows its greater value.
The cash loan product of YC consumer finance company is the research object of the
paper, the paper takes the marketing strategy of this product as the research topic, mainly
based on the 7Ps theory of marketing strategy, and carries out detailed analysis and research
with the combination analysis of SWOT-PEST and STP theory, and makes a deep and detailed
discussion on the current marketing strategy of YC consumer finance company. Finally,
combined with the current economic background, market environment and the marketing
status of YC consumer finance cash loan products, a more rigorous and operational
improvement strategy is proposed. Today's society, the competition between industry, the
consumer for the services of homogenous consumer products and experience, has become the
indispensable factors in the marketing process, therefore, on the basis of the traditional
strategy, emphasis on "people, tangible demonstration, process management," 7Ps strategy,
combined with the present digital technology financial help, more in line with the
development of the current market, It is also more operable and realizable. With the support of
the strategy and the whole set of safeguard measures proposed in this paper, it is more suitable
for cash loan products of companies to meet the "no contact" mode promoted by the
short-term COVID-19 epidemic and the social trend of relying on science and technology for
the medium and long term development.
Keywords: cash loans , the marketing strategy ,7Ps,improvement of strategy
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