Research On Marketing Strategy Of SMEs Loan Business Of Changchun Rural Commercial Bank

Since 2017,China Banking Regulatory Commission(CBRC)has been carrying out a series of efforts to rectify the chaotic situation.Banking industry is facing the "strongest supervision in history".At the same time,the financial market environment in Jilin Province is not good.Under the dual pressure,the banking institutions in Jilin Province are in danger,strictly controlling credit risk,and the threshold of access to small and micro enterprises' loan business is constantly rising.The growth rate is slowing down gradually.Enterprises also slowed down,and the demand for financing increased.Changchun Agricultural and Commercial Bank ranks first in the operation scale of rural commercial banks in Jilin Province.In order to maintain the leading position in the competition among the same industry organizations in the agricultural credit system,and constantly expand the scale of its own assets and improve its competitive advantage,Changchun Agricultural and Commercial Bank strives to improve the ranking of banking institutions in Jilin Province.Changchun Agricultural and Commercial Bank attaches great importance to the development of loan business of small and micro enterprises.In order to seize the opportunity and develop itself,Changchun Agricultural and Commercial Bank needs to reanalyze the market environment and formulate marketing strategies for the loan business of small and micro enterprises.Taking Changchun Agricultural and Commercial Bank as an example,this paper mainly evaluates the marketing environment through the analysis of the existing problems and causes of the loan business of small and micro enterprises,and completes relevant research from macro and micro levels.Research work.In macro-environment analysis,this paper mainly expounds from three aspects: political environment,economic environment and social environment: in the analysis of political environment,it is concluded that some large banking institutions have negative attitudes towards solving the financing needs of small and micro-enterprises,and Changchun Agricultural and Commercial Bank can seize this opportunity to share a cake in the loan market of small and micro-enterprises;in the analysis of economic environment,it is concluded that China has a negative attitude towards financing needs of small and micro-enterprises The rapid development of economy is closely related to the development of small and micro enterprises.In the past two years,the Banking Insurance Regulatory Commission has steadily strengthened its supervision and made clear suggestions to the banking institutions for the development of small and micro enterprises' loan business,aiming at the safe and rapid development of small and micro enterprises.In the analysis of the social environment,it is concluded that small and micro enterprises have a better survival and operation in the current social environment.At the same time,the rapid development of Internet finance has also promoted the solution of the financing problems of small and micro enterprises to a certain extent.In the micro-environment analysis,it mainly analyzed the industry competitors,potential entrants,substitutes,bargaining power,internal resources and internal capabilities faced by Changchun Agricultural and Commercial Bank from the two aspects of industry environment and marketing internal environment.After analyzing the macro and micro environment of Changchun Agricultural and Commercial Bank,SWOT is used to further analyze the strengths,weaknesses,opportunities and challenges faced by Changchun Agricultural and Commercial Bank.The marketing strategy implementation plan of small and micro enterprises' loan business of Changchun Agricultural and Commercial Bank is formulated by using the marketing mix strategy theory and STP theory.The four strategies are product strategy,channel strategy,price strategy and promotion strategy.The marketing mix strategy has been formulated.At the same time,we should set up professional marketing team,promote the innovation of efficiency marketing mechanism,optimize the credit business process of small and micro enterprises,improve the internal management mechanism,improve the risk management system and carefully plan marketing propaganda programs to ensure the smooth implementation of marketing strategies.This paper hopes that through the study of marketing strategy of small and micro enterprises loan business of Changchun Agricultural and Commercial Bank,we can put forward effective ways to solve the financing problem of small and micro enterprises,and play a positive role in the development of small and micro enterprises loan business of Changchun Agricultural and Commercial Bank,so as to improve the market competitiveness of Changchun Agricultural and Commercial Bank.