Marketing and customer relationship management strategy for P2P company

Abstract

This report is intended to help and guide Rongxin Financial Information Service, a P2P company based in Shenzhen, China, through improving their marketing and CRM programs. This project is collaboration among students of the University of Queensland and the City University of Hong Kong. In order to provide the best solutions, a three step approach was followed. Data gathering was done through questionnaires, personal interviews, and phone interviews. Through analysis of the data gathered, two issues were highlighted and four recommendations were given. The issues are that Rongxin has difficulty to attract new investors and has a small proportion of loyal high-value customers. Thus, four recommendations with detailed action plans were given to address the issues and two frameworks were followed. The first framework is the overall framework of how the recommendations were made. The second framework is the IDIC framework. Moreover, the recommendations are the following, online video ads, new membership system, offline activities, and customization of target markets. Finally, an outlook of the market is given to guide Rongxin to the next trend in the P2P market.