Research On The Marketing Strategy Of Inclusive Small And Micro Loans Of Urban Commercial Banks Under The Background Of Epidemic Normalization-Taking Yantai Branch Of Bank D As An Example

The novel coronavirus pneumonia spread rapidly in most parts of China in the Spring Festival around 2020.The epidemic prevention and control in China has achieved remarkable results,and the epidemic prevention and control has entered normal stage in the post epidemic era.Affected by the epidemic.As an important part of China’s economic structure,the development of inclusive small and micro loan business is of great significance to the operation and development of commercial banks and regulatory requirements.Based on the marketing theory and related research,and taking Yantai Branch of bank D as the research sample,this thesis analyzes the development status of inclusive small and micro loans of Yantai Branch of bank D under the background of post epidemic,finds the existing problems and analyzes the causes,studies the opportunities and challenges brought by the changes of marketing environment caused by the epidemic to Yantai Branch of bank D,and uses STP and 7Ps theory,Optimize the design of marketing strategy to improve market competitiveness and performance.In terms of products,we should form our own characteristics and brands,launch online and offline products,adapt to new needs,especially the requirements of epidemic prevention and control,and promote the development of Internet loans;In terms of price,innovate the pricing method of loan interest rate,implement differentiated pricing strategy,increase revenue and reduce expenditure,optimize the deposit structure and reduce the cost of deposit interest payment;Optimize the service mode from the aspect of channels,and take advantage of the platforms such as the government,industrial parks,chambers of Commerce and associations as the third-party channels for marketing;In terms of promotion,implement differentiated promotion strategies and strengthen public relations marketing;In terms of personnel,establish a special inclusive small and micro marketing team and strengthen the staffing of small and micro branches;Simplify the approval process and establish a "vacancy tolerance" mechanism in the service process;Enrich the tangible display by promoting new media promotion and building flagship outlets with different themes.It also expounds how to ensure the implementation from the aspects of manpower,system,science and technology,risk control and so on.