The Strategy Of Omnichannel Marketing Mix About Micro Credit Business Of S Commercial Bank

Small and micro enterprises have always been the most dynamic part of China’s economy.They play an irreplaceable role in maintaining social stability,promoting employment,and promoting economic development.The Party Central Committee and the State Council have always attached great importance to the development of small and micro enterprises.Especially in recent years,as China’s economic development has entered a new normal,the country’s emphasis on small and micro enterprises has reached a new height.How to solve the financing problem of small and micro enterprises has become an urgent problem for the country.S Bank is a local city commercial bank.It has been rooted in the local area and serves the local economy.With the changes in the external environment,S Bank is facing increasing operational pressure.It is necessary to explore the issue about how to improve its own strength and better serve local small and micro enterprises.This article uses five parts to discuss the Omni channel marketing mix of S bank micro-credit business.Firstly,it introduced the background of S bank’s credit business for small and micro enterprises,and determined the research framework and main content.Secondly,it is to briefly introduce the main viewpoints of the past researchers on the marketing of small and micro enterprise credit business,and introduce the relevant theories involved in this paper.Thirdly,it is to compare and analyze S Bank with state-owned big banks and Internet banks,anddetermine the strategic direction of S bank small and micro enterprise credit business to combine online and offline.Fourthly,it is to analyze the target market of S Bank based on the combination of online and offline,and determine the market positioning.Fifthly,according to the target market and market positioning,the paper puts forward optimization suggestions from the online and offline combination marketing,and puts forward optimization suggestions for S Bank in terms of products,prices and promotions,and has obtained the following conclusions:Firstly,under the traditional offline marketing mode,compared with the state-owned bank,S Bank has the advantages of good customer base,convenient access to information and high efficiency of examination and approval,but it also has high capital cost,insufficient innovation ability and scientific and technological strength and the disadvantage of lacking of talent.Under the new mode of pure online,Internet Bank has obvious advantages of lower operating and marketing costs and higher approval efficiency than S Bank.It also has obvious disadvantages of single customer structure and greater risk.S bank must adopt a combination of online and offline modes to gain a greater competitive advantage.Secondly,the target market of S bank micro-credit business marketing is mainly small and micro-enterprises with better qualifications;industrial enterprises that conform to national policies;commercial enterprises with franchise rights;combined with S-bank online and offline Omni-channel marketing strategy,The market positioning of the S bank’s small micro-credit business marketing is“serving local,supporting small and micro,connecting urban and rural areas”,specifically industrial and commercial enterprises with strong professional services and agricultural enterprises with local traditional advantages.Thirdly,the optimization of S bank micro-credit business marketing is mainly based on the combination of online and offline,strengthening the awareness of“all-people marketing” and the awareness of “making customers”;promoting online platform and obtaining customer information.Integrate all aspects of onlineand offline resources.The optimization in terms of products is mainly to develop new products and product portfolio marketing.The optimization of price is to improve the pricing mechanism,build different pricing schemes and increase system support.The optimization of the promotion is to adopt different online and offline promotion methods for different customers to cover the target customers in all aspects.The possible innovations of this paper are summarized and summarized the market characteristics of small and micro enterprise credit business.Through the comparative advantage analysis of S Bank and state-owned big banks and Internet bank,it is concluded that S Bank needs to carry out business by combining online and offline.From the perspective of online and offline Omni-channel marketing,it puts forward suggestions for the optimization of S-bank micro-enterprise credit marketing.