Research On The Marketing Strategy Of Y Bank’s Credit Business For Small And Micro Enterprises

Small and micro enterprises play a very important role in economic operation.Both promote employment and stabilize economic growth have played an important supporting role.National policies support small and micro enterprises,and banks support small and micro enterprises.There is no doubt.It is also a very important part.In the process of the development of small and micro enterprises,the support of banks is indispensable.Since its establishment,Y Bank has always regarded the service of small and micro enterprises as the focus of the whole bank.In the process of service marketing small and micro enterprises,it has continuously enriched micro and micro credit products,continuously optimized the micro and micro credit process,and continued to improve micro and micro credit marketing,but in practice There are still many difficulties in marketing that need to be improved,which deserves in-depth discussion and research.This paper uses case analysis method and investigative method to analyze the problems existing in Y Bank’s micro-finance marketing process,and proposes improved marketing strategies and implementation safeguard measures.First,define the concept of small and micro enterprises,small and micro enterprise credit,and introduce the theories of STP and 4C,and lay a theoretical foundation for subsequent research.Secondly,it analyzes the current status and existing problems of Y Bank’s small and micro enterprise credit business marketing,including lack of differentiated product design,unreasonable pricing strategy,insufficient product convenience,and insufficient communication with users.Thirdly,through the PEST analysis model,the marketing environment of Y Bank’s microfinance business is analyzed.The SWOT analysis method is used to analyze and analyze the advantages and disadvantages of Y Bank and the external opportunities and threats.Finally,based on the STP theory,the market segmentation of Y Bank’s small and micro enterprise credit business,the target market of small and micro enterprises and target customers are defined.Based on 4C theory,the improved marketing strategy is proposed from four aspects: enterprise demand,consumption cost,convenience and user communication.And proposed that it should be optimized from the marketing concept,marketing team ability,comprehensive marketing awareness,network marketing ability,online products,and operational efficiency of small micro enterprise credit business marketing.Based on the 4C theory,this paper optimizes the marketing process from the demand level,the consumption cost level,the convenience level and the communication level,and strengthens the ability of serving the small and micro enterprises.It has certain theoretical significance for promoting the innovation of commercial banks in microfinance business.