Research On Precision Marketing For SME Loans Of Commercial Banks

At present,small and medium-sized enterprises(SMEs)have become an important part in China's economic development.It plays a significant role in promoting technological innovation,increasing taxation and creating employment opportunities.From the macro perspective,the development of SMEs is conducive to the progress of the national economy.Commercial banks,as the backbone of the financial system in China,are facing challenges in providing sufficient financial support for SMEs.Commercial banks need to develop the SEM financial business as an essential strategy for the future.It is an important way to follow the policy guidance and fulfill their social responsibility.At the same time,there is an information asymmetry between SMEs and commercial banks.Furthermore,the financial needs of SMEs are not satisfied.The problems of information asymmetry,high cost,short life cycle and high credit risk in SMEs' loan marketing have not solved fundamentally by commercial banks.This paper analyzes the status and problems of SME loan business of China's commercial banks.A new model of precision marketing is set up based on the theory of database marketing and customer relationship management(CRM)theory.Through qualitative and quantitative analysis of consumer information,this model tries to reduce the cost of commercial banks and improve marketing efficiency by using precision marketing method.This paper analyzes the feasibility of precision marketing for SME loans based on database marketing.And this paper studies the establishment process of loan marketing database.Through the analysis of the information transfer process,the marketing model can realize the innovation of the commercial banks' SME loan marketing strategy in many ways,which including database marketing,data mining,customer relationship management,etc.Then,the statistical software is used to conduct linear regression analysis of the customer information.The results of these analysis are verified by CRM system in the marketing model.Finally,through the actual case data,this paper shows the influence of the precision marketing model for the availability of SME loans.The practical significance of this article may provide a new way for the development of the commercial banks' SME loans marketing in the future.