Research On The Marketing Strategy Of Small And Micro Loan Customers Of China Merchants Bank Suzhou Branc

With state-owned joint-stock banks listing one after another,foreign-funded banks continuously introducing domestic and city commercial banks’ business fields and expanding the business scope of their e-commerce platforms,joint-stock commercial banks must find their own new orientation and progress in current society with fast-growing economy.Joint-stock commercial banks want to ensure long-term stable profit income benefited from the development of retail banking,especially retail credit business.This will reduce the capital occupancy rate as the capital adequacy ratio becomes more and more constrained and the competition becomes more and more intense.In the process of financial disintermediation and interest rate liberalization,joint-stock commercial banks expand the business of small and micro enterprises and provide new ideas for joint-stock commercial banks in today’s marketing strategy.This article takes the micro-loan business of Suzhou Branch of China Merchants Bank as the research object.First of all,it reviewed the review of all kinds of marketing theory and the theory of wind control,and then analyzed the status quo and existing problems of the micro-loan business of Suzhou Branch of China Merchants Bank,then analyzed the advantages,disadvantages,opportunity,crisis of China Merchants Bank Suzhou Branch in the small and micro loan business by SWOT analysis,and on this basis,proposed marketing strategy recommendations in the "4 P"marketing,service marketing,relationship marketing,brand marketing,etc,but also proposed some safeguards,such as:organizational structure adjustment\incentive mechanism,micro-loan business risk control,marketing team building.