Research On Optimizing The "Micro-fast Loan" Product Of J Bank

With the continuous deepening of economic system reform and the in-depth popularization of the "Internet +" model,the financial sector has undergone tremendous changes in the tide of the times.First,economic reforms and liberalization of policies have led to a sudden increase in the number of commercial banks in China.The business models of commercial banks and the sales models of bank products have undergone fundamental changes.The business philosophy has changed from traditional passive to active marketing.One after another on the agenda.At the same time,General Secretary Xi Jinping refocused on the prominent issues facing the development of the private economy at the private enterprise forum and proposed six measures to affirm the important role of small and micro enterprises in the market at the national level.Therefore,regardless of the commercial bank's own business development needs or policy orientation,the development of bank micro-credit products has become a subject that must be faced in economic development.In order to stimulate the vitality of the private economy and promote its own transformation and development,in response to the difficulties of private,small and micro enterprises in financing difficulties,expensive financing,and slow financing,J Bank uses financial technology and innovative models to develop "Micro-fast Loans" for exclusive small and micro enterprises.A series of products have achieved certain results.However,"Micro-fast Loan",as an emerging product introduced in 2016,still faces many practical problems in its promotion and application process,and it is urgent to optimize and upgrade from many aspects.This article combines the current situation of small and micro enterprise credit products of commercial banks in China,and takes J Bank's "Micro-fast Loan" products as the main body.Through SWOT analysis of J bank's "Micro-fast Loan" products,it understands J Bank's current "Micro-fast Loan" The advantages and disadvantages of the "loan" product,and the opportunities and challenges it faced,were analyzed by SW strategy analysis—internal advantages and disadvantages analysis,OT strategy analysis—external opportunities and challenges analysis,SWOT matrix analysis.The shortcomings of self-improvement are as follows.As far as the analysis of J Bank's internal strengths and weaknesses is concerned,Bank J has good objective conditions,and has a larger trend in terms of capital,personnel,and outlet construction than other banks.With the strategic positioning of financial technology,"Micro-fast Loan" has good development prospects,but also has internal disadvantages such as insufficient product innovation,complex business processes,and single marketing channels.From the perspective of improvement,it can be based on the relevant characteristics of small and micro enterprises.To further optimize the current product mix,or to develop new products in a targeted manner,to further optimize related processes,Make extensive decision-making adjustments;second,external opportunities and challenges have brought some inevitable factors to the development of J Bank 's “Micro-fast Loan” development.When improving the product,various factors can be considered in a comprehensive manner.In terms of product innovation and product follow-up guarantee,J Bank's competitiveness is further enhanced.Third,based on the SWOT matrix analysis,the most feasible strategy is the SO strategy.What should be abandoned is the WT strategy.While implementing the SO strategy,the other three are appropriately considered.The feasibility plan in this strategy is mainly to improve measures in the aspects of process improvement,risk management and control,and personnel training.At the same time,combining the data analysis of business indicators and the effect feedback obtained from the questionnaire survey of small and micro loan companies,it was revealed that the product still has obvious shortcomings in product experience,service process,channel promotion,etc.,in order to further improve product competitiveness and market Occupation rate,"Micro-fast Loan" products need to be upgraded and optimized.In the second half of the article,the author based on credit management theory,market segmentation theory,marketing mix theory,and SWOT analysis,combined with product effect evaluation,and applied financial technology,strengthened product innovation,targeted different customer groups,and developed product diversification.Expand new scene innovation,build new product platforms for core product improvement;build network small and micro enterprise customer groups from multiple channels,create star products,innovate brand promotion models,implement small and micro enterprise product portfolio marketing strategies to improve product marketing models;from Build a professional team,improve service experience,make full use of smart mobile devices,improve comprehensive service levels,simplify product business processes and improve product service processes;from establishing and improving risk prevention and control mechanisms,strengthening risk management,and doing a good job of small and micro enterprises under the new normal Credit professional talent training,the implementation of scientific and sound personnel assessment and incentive mechanism for grassroots operators to implement product security improvement in four aspects to explore and analyze the "Micro-fast Loan" products,and derived relevant measures and recommendations.