Research On The Marketing Strategy Of Small And Micro Businesses Loan Of Guangzhou Branch Of The Postal Savings Bank Of China

As the most vibrant economic entity in China,small and micro businesses constitute a highly important part of our economy.Situated in the core of Guangdong-Hong Kong-Macao Greater Bay Area,Guangzhou is one of the four first-tier cities.With advanced private economy,Guangzhou owns numerous small and micro businesses which are the driving force of local economy.Guangzhou Branch of the Postal Savings Bank of China(hereinafter referred to as Guangzhou Branch)adheres to the strategic positioning of “serving small and micro businesses”.For still in the early days,Guangzhou Branch lacks of systematic study and strategy making in marketing plan,especially small and micro businesses loan marketing,resulting in driving force which is unsustainable in the business development.To pushing the sustainable development of small and micro businesses loan business,the fundamental way is to make systematic study and scientific marketing strategy.Hence,this paper which focuses on studying Guangzhou Branch will explores the way of making marketing strategy to improve marketing efforts of small and micro businesses loan business.First,this paper introduces the basic information of PSBC and Guangzhou Branch,the development history and current situation of small and micro businesses loan business.Besides,the first part points out existing problems in marketing.Combined with Michael Porter's Five Forces Model and SWOT theory,this paper analyzes that Guangzhou Branch should fully expand small and micro businesses loan business by giving full play to advantages.According to STP theory,the way to target market and customer is concluded in this paper.On the basis of 7Ps strategy,this paper analyzes marketing strategy from product,price,promotion,channel and staff.From organizational structures,payment guarantees and risk responsibility assessment,supporting measures for implementing strategy are put forward in this paper.This paper presents corresponding solutions in the light of the current situation that Guangzhou Branch lacks systematic strategy in small and micro businesses loan business.In this highly competitive and market-oriented small and micro businesses loan market,this paper will provide important guidance to Guangzhou Branch in the next development transformation,market competition and marketing management through providing new guiding references.