| Since the reform and opening up,China’s economy has entered a stage of rapid development.In a stable and healthy economic environment,China’s banking industry is on the road of development.With the vigorous development of China’s banking industry,the financing methods and loan products provided by large,medium and small banks for enterprises are becoming more and more diversified,which undoubtedly provides a new way for enterprises to solve financing problems.Compared with large and medium-sized enterprises,small and micro enterprises are difficult to compete with them in terms of operation and management level,asset scale,collateral quality,cash flow and so on,and face many problems in the process of development.Since the 18 th CPC National Congress,the CPC Central Committee and the State Council have attached great importance to Inclusive Finance and launched a series of inclusive financial policies,which have more benefited small and micro enterprises.More and more banks and financial institutions have also turned their perspectives to small and micro enterprises and launched a variety of financial products and supporting services.Therefore,from the perspective of long-term development,the Yide sub branch of N bank must attach importance to and support small and micro enterprises,take the vital needs of small and micro enterprises as a reference,meet the credit needs of small and micro enterprises through service marketing,and strategically correct the deficiencies in credit service marketing.Supporting the growth of small and micro enterprises is not only the only way to ensure the sustainable development of banking business,but also the response to the national policy of supporting small and micro enterprises.In this regard,this paper will put forward corresponding marketing strategies according to the existing problems in the credit service of small and micro enterprises of Yide sub branch of N bank.Based on market segmentation,target market selection and market positioning,this paper analyzes and studies the credit business of small and micro enterprises of Yide sub branch of N bank,and then under the guidance of the marketing strategic framework of small and micro enterprises credit business,In view of the product problems,price problems,promotion problems,personnel problems,channel problems,Process issues,tangible presentation issues,Based on 7P’s theory,this paper puts forward the combination of service marketing strategies and adds corresponding safeguard measures,including four safeguard measures: increasing the release of inclusive financial products,improving the enterprise performance assessment system,strengthening the internal construction of enterprise culture,and enhancing the level of enterprise customer risk control and management. |
