Document Type : Original Article (Mixed)
Authors
Department of Business Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran.
Abstract
The purpose of this research is to present the fintech market development model with an emphasis on existing challenges and strategies. According to its purpose, the research method is applied, and in terms of execution method, (qualitative-quantitative), it is of thematic analysis type, and in terms of its nature, it is fundamental, and in terms of data collection method, it is exploratory-correlation. The statistical population of the research includes 20 managers and experts of fintech companies active in the field of payment with the license of Shaperk, including Zarinpal, Asan-Dariaft, Messenger Financial Yes, IZIP, Iranian credit and points cards, and the sampling method is done in a judgmental manner. and the interviews continued until reaching theoretical saturation. The method of data collection and analysis in the qualitative part is interview and thematic analysis, and in the quantitative part, questionnaire and content validity technique (CVR) and semi-structured interview data collection tool. The results of the research showed that fintech market development challenges include insufficient infrastructure, regulatory and legislative barriers, difficulty working with public/general customers, mistrust of technology and fintech, low income levels and product pricing challenges, cultural barriers. Also, fintech market development strategies include community participation in the marketing process, use of social networks, smart and optimal advertising, useful and valuable content production, branding, adaptation of communication strategies to the nature of the fintech market, geographic and cultural segmentation of the market, and It is training to the customer.
Keywords
- marketing
- marketing strategy
- fintech market
- market development strategies
- marketing process
- branding
Main Subjects
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