Research On Loan Marketing Strategies Of Small And Medium-sized Enterprises Of ZSRC Bank

Small and medium-sized enterprises are an important part of China's economy and the most active factor in economic development.Zhongshan City is located in the Pearl River Delta,with a well-developed private economy and a large number of small and medium-sized enterprises,which has become a strong driving force for local economic growth.All financial institutions have focused their attention on SME loan business.Although Zhongshan Agricultural and Commercial Bank is the main force of SME loan,it accounts for the first place in the market.However,there are still many problems in loan marketing of SMEs in Zhongshan Agricultural and Commercial Bank,and the Bank has not done any systematic marketing strategies and Research on SMEs,which can not systematically solve many problems in product marketing.In a word,the systematic study of loan marketing strategy of SMEs can better guide product marketing and promote the development of overall SME and micro-credit business.Therefore,this paper takes Zhongshan Agricultural and Commercial Bank as the research object,trying to find more marketing strategies to promote SME loan marketing of Zhongshan Agricultural and Commercial Bank.Firstly,this paper introduces the basic situation of Zhongshan Agricultural and Commercial Bank and the development status of loan business for small and medium-sized enterprises.It points out that the main problems in marketing are the lack of competitive products,the backward quality of marketing personnel,the failure of physical outlets to play the role of marketing channels,and the slow development of electronic channels.The causes of the problems are strong supervision,weak innovation ability,insufficient guidance for marketing personnel and problems in the assessment mechanism.Then combined with the analysis of external environment and internal environment and SWOT analysis,the credit marketing direction of Zhongshan Agricultural and Commercial Bank is determined to vigorously develop small and medium-sized micro-loan business,and make full use of Internet technology to speed up its own business development.Then,based on the enterprise scale,industry classification and market segmentation under the credit scale,the target market selection and market positioning of Zhongshan Agricultural and Commercial Bank are determined.Finally,around the target market and market positioning,it provides 4P marketing strategy of products,prices,channels,promotion and service marketing strategy.Finally,three safeguard measures are formulated: building a comprehensive risk management mechanism,optimizing the organizational structure and building a professional marketing team.