Research On Financial Service Marketing Strategy Of Small And Micro Enterprises In Y Branch Of China Construction Bank

Premier Li Keqiang pointed out that "small and micro enterprises are a big market with great business potential.We should regard supporting them as a big cause.And stable employment mainly depends on millions of small and micro enterprises,whose development cannot be separated from the support of inclusive finance".It can be seen that small and micro enterprises in China are not only one of the main driving forces for the country's economic development,but also provide more jobs for China and make important contributions to social stability and unity.However,due to the short establishment time,small scale,opaque financial information and weak economic foundation,small and micro enterprises still do not have a strong ability to resist market risks,and still have problems of high financing cost and difficulty in financing.In recent years,the government has issued a number of preferential policies,providing a better development space for many small and micro enterprises.China Banking Regulatory Commission(CBRC)and other departments jointly issued the Implementation Plan for the Establishment of Inclusive Finance Business Unit for Large and Medium-sized Commercial Banks,which clearly points out that domestic commercial Banks need to set up specialized inclusive finance Business unit to provide financial support for small and micro enterprises in combination with the current domestic economic development.In response to national policies and national development requirements,commercial Banks have initiated various forms of small and micro enterprise service projects,providing diversified assistance for the development of many small and micro enterprises.Therefore,how Banks should provide financial services for small and micro enterprises and solve the financing difficulties of small and micro enterprises is not only an important work for commercial Banks to achieve business transformation and development and improve market competitiveness,but also a response to the national strategy of inclusive finance to enable small and micro enterprises to play a more positive role in economic development.As a large state-owned commercial bank,China Construction Bank has grasped the market opportunities.On the one hand,for its own operation and development needs,and on the other hand,in order to enhance its ability to serve the real economy,it has actively carried out financial services for small and micro enterprises,and achieved certain results.This paper takes the financial services of small and micro enterprises of Y Branch of China Construction Bank as the research object,andadopts literature analysis,questionnaire survey,case analysis and other main methods.First of all,through the domestic and foreign research status and service marketing,small and micro enterprises and other related theories are summarized as the theoretical basis of this paper.Secondly,based on the current marketing status of financial services for small and micro enterprises in Y Branch of China Construction Bank and questionnaire results,the problems existing in financial services marketing for small and micro enterprises in Y Branch were objectively analyzed,and the causes were analyzed by applying STP theory and 7Ps theory.Again,Y branch is presented according to the analysis of small micro enterprise financial services marketing strategy improvement countermeasures,including further improving market positioning precision of target market,set up small micro enterprise financial services brand,build characteristic small micro enterprise financial service system,widen the channel of distribution,dig professional market,carry out the supply chain upstream and downstream marketing,strengthen customer referral marketing,integration of online and offline channels for product promotion,strengthen the core talent team construction,make small micro enterprise characteristic service outlets,etc.Finally,through establishing and perfecting the mechanism,perfect the system of risk management,optimize personnel structure,improve the assessment mechanism,several measures such as strengthening the construction of enterprise culture,and carried out by China construction bank branch Y small micro enterprise financial services business would be able to provide more security,realizes the bank and small micro enterprises and win-win.In this paper,the China construction bank branch Y small micro enterprise financial service marketing present situation has carried on the thorough analysis,according to the theory of STP market selection and 7 ps service marketing as the theoretical basis for feasibility of service marketing strategy optimization Suggestions were put forward,at the same time for other small micro enterprise financial services of commercial Banks marketing to provide certain reference function.