The Influencing Factors Model and Scale Designing of RMB Financing Products’ Marketing Segmentation from the Perspective of Niche

Huili YAO, Juan CHU, Xin WANG


First, there is an analysis on the present marketing segmentation of RMB financing products. Then, this paper explores whether the theory of niche has any application on the marketing segmentation of RMB financing products from the perspective of niche. Based on this, the influencing factors model of RMB financing products’ niche is given. After that, the niche selection criteria of RMB financing products’ marketing segmentation is given according to three aspects - needs of customers and behavior characteristics, innovation ability of RMB financing products and competitiveness of banks. At last, the scale of niche selection criteria of RMB financing products’ marketing segmentation is designed which is helpful to the special target market selection of RMB financing products and also provides reference for the exact orientation and dislocation competition of financing enterprises.

Key words: Niche; RMB financing products; Market segmentation; Scale designing


Niche, RMB financing products, Market segmentation, Scale designing


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