| With the rapid development of the financial market, petty loan company, acting as a supplement of traditional banks, is playing a more significant role in the market. It has solved the problem that many small to medium sized businesses are facing when applying for a loan from the banks. Petty Loan Company has become the main source of financing for those type of businesses. This article uses Zhongyuhuitong Investment & Management Co. as an example to study the issues in the marketing strategy that petty loan company needs to overcome. This article uses 4C marketing and management theory as a frame work, utilizing PEST and SWOT analytical methods to analyze the internal and external marketing environment of Zhongyuhuitong Petty Loan Ltd. A suitable marketing strategy is formed from the study.After analyzing the market and target customers, we have concluded to use ST marketing & sales strategy. Under the idea of ST strategy, a new marketing strategy,'Efficient Marketing", is brought out. Along with it, two new concepts are formed, which are custom financial plans for high end customers and a more efficient application process, resulting a highly efficient operation. This article studied the implementation scheme while describing the concept of "Efficient Marketing" and doing the feasibility study. Based on the aspects of organization framework support and incentive program, a support program for "Efficient Marketing" is proposed. The result of the study will help Zhongyuhuitong Petty Loan Ltd to improve and perfect its marketing strategy. Using the study result as a general guideline and reference, the company can be more competitive in the market.Examples of small loan companies through in-depth analysis and research, to provide some guidance for the current small loan company's marketing positioning, marketing strategy, to help improve and perfect the corporate marketing strategy, improve their market competitiveness, and the other enterprises with some guidance and reference. |
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