YG Company Microfinance Marketing Study Case

Microfinance has been emerged to support poor people. From the Poverty AlleviationFund initially provided to the rural poor, to provide financing to small and micro enterprisesdemand, after20years of practice, microfinance has developed into a new type of financialinstruments, accompanied by the sky microfinance institutions have become morecommercialdevelopment. The context of the implementation of the financial reform in Chinais gradually YG Company also joined the trend of microfinance, unsecured credit unsecuredloans to low-income people and small and medium-sized business owners.To improve the poor living and help SMEs solve the financing difficulties on the missionof microfinance company by the widespread concern in academia and the businesscommunity, research and guide the company’s marketing practices of microfinance. Therefore,the study of the the YG company’s marketing strategy, whether it is from the theory ormarketing work, have a reference value.In this thesis, the the YG company’s marketing case study, the microfinance industrybackground, the YG company’s development process, product characteristics, marketexpansion, marketing strategy and its development in the confusion. Marketing objectives for2013, Three marketing programs have been provided to solve the confusion of the case. Threemarketing programs are the analysis of the internal and external environment, and some alsouse the the SWOT theory and five forces competitive model analysis, trying to figure out YGcompany’s market position and to develop appropriate marketing strategies.In the case study, we start from the marketing decision-making and the relationship ofthe marketing environment, analysis of the reaction of the marketing environment onmarketing decisions and marketing decisions on the marketing environment, to maximize thebenefits derived marketing decisions by the positive effect of the decision utility value and themarketing environmentand the impact of the negative effects of the marketing environment.Expressed in the combined cases, this article uses a hierarchical decision-making model, thejudgment matrix to establish and normalization process, from the consistency ratio, select thebest marketing programs. In addition, the article also about the situation in the case, it isrecommended that YG also can be used to improve service strategy, improve tracking andcontent; integrated marketing communication strategy, corporate brand image.In the three years of rapid expansion, YG company marketing strategy according tochanges in the market and make adjustments and improvements. Marketing decisions to make it scientifically maximize the benefits of this marketing decision-making model that requiresthe use of scientifically. I believe that YG can win a comparative advantage in theincreasingly fierce competition in the market, a successful model for the sustainabledevelopment of the micro-credit organizations, the reality template for China’s financialreform and financial innovation, but also for many small micro-enterprise financingneedsprovide financial support.