A Case Study On Marketing Of Financial Targeted Poverty A Lleviation Loan Of Bank Y ZK Branch

Against the backdrop of the decisive stage of national poverty alleviation,financial forces play an important role in poverty alleviation.However,since the beginning of 2018,the henan provincial government has banned the issuance of the "household loan and enterprise use" poverty alleviation loans,which were commonly used by financial institutions but had fatal defects,and advocated the "household loan and household use" poverty alleviation loans.General lack of financial institutions "household loan and household use" loan products,financial support to the project of poverty alleviation loans and industrial loans for poverty alleviation,cannot meet the demand of poor on the production and business operation,however,the bank of Y,ZK since 2014,with the combination of government special fund namely,crack,the difficulty of the poor security,successfully made up for the shortage,at the end of 2018,the accumulative total lending 8880,a total of 479.655 million yuan,help nearly nine thousands poor realized the startup dream,drive more than 25000 the income of the poor,effectively alleviate the financing needs of growing rich,In addition,the non-performing loan ratio is low and the asset quality is excellent.Has been recognized by the party and the government,but also has been widely recognized by the community.Based on the case study of the marketing of targeted financial poverty alleviation in bank Y ZK branch,this paper firstly introduces the background of the case and states the general situation and marketing environment of the enterprise.Secondly,it integrates the specific practices of ZK branch of bank Y in the past marketing process,describes the development process of targeted poverty alleviation loan through three stages of exploration,development and upgrading,and describes the development status of targeted poverty alleviation loan business.Thirdly,the case is analyzed based on the 6P theory of marketing discipline,including six parts:high-quality differentiated products,penetration pricing strategy,marketing channels with platform linkage,abundant forms of promotion,public relations and politicalpower.Finally,summarized the precise poverty alleviation loans,including the powerful network makes a unique competitive advantage,"sunshine credit" brand to enhance promotion ability,political forces play an irreplaceable role,insist on the principle of the field to carry out the "face to face" from four aspects,such as marketing and discusses the deficiency existing in poverty alleviation loans and related optimization measures.By analyzing the marketing case of bank Y ZK branch,this paper provides some ideas for improving the marketing and risk control of "household loan and household use" poverty alleviation small loan in ZK branch,and provides some theoretical and practical reference basis for other branches and other financial institutions of bank Y.