| Inclusive Finance has become a national development strategy.As a branch of the state-owned bank of China,Bank of China YQ branch should undertake more social responsibilities to help small and micro enterprises improve the current situation of difficult and expensive financing.Taking the personal inclusive financial business of Bank of China YQ branch as the research object,this paper analyzes the problems existing in the marketing of personal inclusive loans of Bank of China YQ from seven aspects:product,price,marketing channel,promotion,personnel,tangible goods display and service process,through literature research and questionnaire survey,such as product homogeneity,weak market competitiveness,imperfect product system and so on,Lack of innovation,medium and long-term loan interest rate has no obvious advantage,no independent pricing power,outlets rely on existing customers,the effect of customer acquisition channel of consumer loan manager is poor,the utilization rate of online customer acquisition channel is low,the effect of advertising promotion is not ideal,some personnel’s marketing is mere formality,outlet marketing personnel are not familiar with inclusive products,the professionalism of consumer loan customer manager is not strong,and consumer loan customer manager does general business There are some problems,such as the lack of positive loans,the need to strengthen the cleanliness of the outlets,the low impression of customers on the promotion of inclusive,the cumbersome and time-consuming loan process,and the low customer satisfaction.In view of the above problems,this paper puts forward the optimization measures of marketing strategy:constructing the characteristic personal inclusive loan product system,improving the inclusive risk control model,innovating the inclusive loan mode,reducing the medium and long-term loan interest rate,simplifying the preferential process of interest rate,expanding the batch customer access channel,establishing the inclusive outbound call team,reforming the online customer access channel,adjusting the advertising content,and planning the overall promotion plan,We should establish a team of people who understand the network,strengthen the training of professional knowledge,improve the incentive scheme of inclusive,optimize the business environment of the network,innovate the carrier of inclusive business,simplify the loan approval process,and strengthen the construction of the platform. |
