A Strategic Marketing Study Of The Credit Business Of Small And Micro Enterprises In L Sub-branch

The development of small and micro enterprises(SMEs)strongly affects the country’s economic development and efficiency and is strongly tied to the employment and well-being of millions of households.Since the spread of the COVID-19 pandemic,a lot of small and micro enterprises encountered the shortage of funds and even inadequate cash-flows.Responding to this issue,the government has offered related financial measures to support SMEs.The survey shows that the main source of financing for SMEs is still banking financial institutions,but the problem of difficult and expensive financing for SMEs has not been effectively solved.L sub-branch is a large state-owned bank,which is good at serving large enterprises.However,L sub-branch shows weakly when it comes to the small and medium-sized enterprises for financial services.As the future direction of development,it is urgent to follow the trend of the economy,to develop vigorously for small-and-micro credit and to improve its marketing ability at the present time.This paper adopts the method of the case analysis and the questionnaire survey to analyze the problems and causes in the credit marketing process of L branch,and puts forward improved marketing strategies and guarantee measures for L branch.Firstly,the concept of SMEs and small and micro enterprise credit is defined,and the PEST,4P and STP theories are introduced to establish a theoretical foundation for following research.Then,this paper analyzes the credit demand of SMEs through questionnaire,and infers the marketing status and the existing problems of credit business of SMEs in L sub-branch.Then,the crux of L branch’s small and micro credit marketing from two aspects of external reasons and internal reasons is analyzed,while STP is used to analyze the target market and market positioning.After a series of analysis,the marketing strategy and guarantee measures of credit business of SMEs of L sub-branch is obtained.Based on the 4P theory,this paper takes L branch as the starting point.It combines the actual situation of L branch to discuss and make the content more specific.Through the method of combining qualitative analysis and quantitative analysis,L Branch’s financial service level for SMEs is improved from the perspective of optimizing mechanism construction and whole process management.The conclusion provides effective reference for other sub-branches of Nanning Branch and even other commercial banks to develop credit business of SMEs.