| Small and micro enterprises are important carriers of innovation and entrepreneurship for the Chinese people.Small and micro enterprises can improve their product quality and production efficiency through professional production methods,and provide after-sales service and strong support for large enterprises to enhance their competitiveness,so as to better stimulate their market vitality and creativity to the society.Small and micro enterprises have made great contributions to China’s economy.At present,in the service of "agriculture,rural areas and farmers" financial institutions remain in the minority economy,agricultural small micro enterprises lack of external financial institutions financing services has become a social problem,however,most rural GDP and tax from rural small micro enterprise,so the key point of the revitalization of rural construction also is support for the development of rural small enterprises,It is an important part of the overall revitalization of rural construction to increase the amount of rural financial institutions’ "Agricultural and small enterprises" loans and support the sustainable development of small and micro enterprises in rural areas.This paper studies the current situation of D Rural Commercial Bank’s"Agricultural and small enterprises" loan business,and analyzes the current situation of underdeveloped rural economy and gradually intensified market competition.Analyze the marketing strategy mix of the business.Then,we conducted hierarchical research and interviews with various representative customers of D Rural Commercial Bank,leaders of important departments and employees.Based on the interview results,we found that there are problems in the marketing of D Rural Commercial Bank’s "Agricultural and small enterprises" loan business,and the reasons why Carry out in-depth analysis and put forward optimization suggestions for the marketing strategy of D Rural Commercial Bank’s"Agricultural and small enterprises" loan business:in terms of products,actively develop products "online" and innovate offline product types;It is more market-oriented,differentiated and flexible;in terms of channels,it develops and integrates various offline channels while establishing online business channels using new Internet media to achieve online and offline coordinated development;in terms of sales promotion,more loan price promotions,to attract more high-quality customers;in terms of employees,set up special training institutions,strengthen professional training for employees,strengthen the selection mechanism for customer managers,and survive the fittest;in terms of tangible display,establish a distinctive corporate culture of rural commercial bank loans;in terms of service processes,optimize and simplify loans process to meet customer loan needs as quickly as possible.This paper is divided into seven parts:the first part is the introduction,which sorts out the background and significance of the topic,determines the research methods and designs the technical structure chart.The second part summarizes the theoretical basis,namely STP theory and 7Ps theory,and summarizes the relevant conclusions of domestic and foreign scholars on the loan business of "supporting agriculture and supporting small businesses".Mainly through reading a large number of relevant literature,This paper summarizes the related theories of small and micro enterprise loans and "Agricultural and small enterprises" in commercial banks at home and abroad,explores the influencing factors and strategies of developing "Agricultural and small enterprises",and explains the related theoretical concepts that may be involved in the paper in detail.The third part is the basic introduction of D Rural Commercial Bank,the explanation of the basic concept of"Agricultural and small enterprises",and the analysis of the overall business situation,STP and marketing environment of D Rural Commercial Bank.The fourth part is the analysis of the problems and causes in the marketing of the loan business of D Rural Commercial Bank "Agricultural and small enterprises",and adopts the method of customer interview.And adopts the method of customer interviews to analyze and refine the interview results,and conclude that D Rural Commercial Bank "Agricultural and small enterprises" The problems existing in the business marketing process,and the cause analysis.The fifth part puts forward optimization strategies for the problems,including increasing product categories,reasonable pricing of products and services,Carry out precise marketing,strengthen channel construction,train introduced talents,build brand image and optimize customer service experience.The sixth part puts forward the guarantee measures for the optimized implementation of the marketing strategy of supporting agriculture and small loan business from the aspects of human resources,technical system,and risk control,to ensure that the optimized marketing strategy is operable.The seventh part,through the research and analysis,forms the conclusion and the insufficiency. |
