The Research On Marketing Management Problems Of Chengdu M Micro-credit Company

By the end of2011, only the Sichuan SME financing demand gap has beenexceeded2000billion Yuan. This data is sufficient to prove the financing difficultiesfaced by SME. Small loan companies let the private lending in public, enrich thefinancial system as an effective carrier of the financial market. They are also theimportant complements of the banking and financial market. The small loan company isone of the important financing channels for medium-sized (Micro) and small enterprises,individual industrial commercial households, and has become an indispensable force forlocal economic development. Small loan companies are in good developmentopportunities while they are also facing serious challenges, such as: the selection oftarget market, products and services, features, financing and sales channel development,internal management practices. These are all new issues to small loan companies.This paper takes “The Research on Marketing Management Problems of ChengduM Micro-credit Company” as a subject, and makes an in-depth study on Chengdu MMicro-credit Company and its industry, analyzing the small loan differences in customerneeds and customer choice of fractionize market, looking for exact location and therealization of Chengdu M Micro-credit Company’s rapid growth while exploring itsmarketing strategy and security measures in order to enhance their marketcompetitiveness. The research on promoting the small loan company benign and rapidsustainable development exerts its financial compensation effect and gives a certaintheoretical guidance and operation reference.First the thesis introduces the theory of micro-credit and its development at homeand abroad. At the same time, this chapter also describes the related policy in ourcountry and the development of small loan companies, tries to predict the direction ofthe development of small loan companies. Afterwards, Chengdu M micro-creditcompany has been selected for further study, analyzed the operation system andmarketing management, so finally the company’s current problems in marketingmanagement would be found out. The thesis goes on with analyzing Chengdu Mmicro-credit company to conduct more in-depth discussion of the company’s strengths and weaknesses, opportunities and threats with SWOT analyzing method, and providesthe support for solving their marketing and management problems. Therefore, the thesisputs forward this company’s marketing strategy which should be divided in detailaccording to the needs of customers, their capabilities and ways of entering the channels.Respectively, target market selection has been on the small and medium-sizedenterprises, individual business and individuals. The company’s positioning in the loanmarket has been made clearly, media-sized (micro) small businesses loan amountbetween2--5million Yuan, and individual customers of the individual businesses andthe "three rural" in the amount of less than1million Yuan. Finally the thesis developstargeted marketing tactics for Chengdu M micro-credit company, and it also proposesmarketing implementation of safeguard measures in order to promote the sustainabledevelopment of its business.