Research On Marketing Strategy Of Inclusive Financial Business Of YL Branch Of NY Bank

Over the years,in order to promote the country’s economic and social development to a better level,the CPC Central Committee has successively formulated many preferential policies,including the inclusive finance policy.As an important livelihood policy,the implementation of inclusive finance policy will not only help the healthy development of social livelihood,but also promote the strategic transformation of domestic small and medium-sized commercial banks under the new situation.In the National Economic Conference held in 2018,the State Council formulated a clear strategic plan for inclusive finance and pointed out the future development direction of inclusive finance.At the same time,in order to further accelerate the development of inclusive finance’s business,the state has successively introduced many practical supporting policies,such as assistance policies,laws and regulations,etc.YL Subbranch is a large branch of NY Bank.Over the years,under the correct leadership of the head office,YL Sub-branch actively responded to the call of the state,implemented the development of inclusive finance business,and made great contributions to solving the financing problems faced by many small and medium-sized enterprises in the market and the financial problems faced by ordinary people.In this thesis,the core research object and NY Bank YL Sub-branch are selected,and inclusive finance business is taken as the breakthrough point to analyze the current development of this business in this sub-branch.In order to improve the accuracy of the research results and prevent the distortion of the research results,the author used many research methods,such as literature analysis and questionnaire survey.First of all,combing and summarizing the existing academic literature and research contents,clarifying the relevant theories and concepts,and providing a strong theoretical basis for the following research;Secondly,around NY Bank YL Sub-branch,design and construct questionnaire items,and know the acceptance of the bank’s current inclusive finance business in the market through customer survey,and clarify the influence and competitiveness of products and brands.After analyzing the survey results,this thesis found that at present,in the business development of inclusive finance,this branch is faced with many problems,for example,the channel is too single,and the products lack cost performance;For another example,the propaganda needs to be improved,and the promotion concept is lagging behind;Another example is that the strength of professional talents is seriously insufficient,there is no correct sense of service,and neither hardware facilities nor software facilities of outlets have been perfected.After that,it makes a deep analysis of the current marketing environment of the bank from macro and micro perspectives,and integrates the SWPT analysis model into it;Finally,guided by the 7Ps service marketing mix,this thesis puts forward reasonable opinions and opinions on optimizing the existing inclusive finance business and perfecting the service marketing strategy for the bank from the perspectives of personnel,products and prices.In the new era,if commercial banks want to achieve better development,they must respond to the call of the state and thoroughly implement the development of inclusive finance business.Based on this,this thesis takes NY Bank YL Sub-branch as a research case,analyzes its current business situation in inclusive finance,finds out the problems,and points out the problems encountered by other domestic commercial banks in developing their business in inclusive finance,and puts forward valuable reference opinions and opinions on this basis,with a view to providing help for the future development of this bank and other commercial banks.