Research On Loan Marketing Strategy Of Small And Micro Enterprises In Shandong Branch Of Bank Of Communications

As an indispensable part of the national economy,small and micro enterprises provide a large number of jobs and entrepreneurial ways for the society.Small and micro businesses face internal and external risks,which have led to small and micro businesses generally facing difficulties in financing.In the past two years,COVID-19 has faced various risks.Although the government has successively introduced a number of tax reduction and fee reduction policies,it has not changed the plight of financing difficulties of small and micro enterprises.Under the strong advocacy of the state,Shandong Branch of Bank of communications has always adhered to serving the public and service innovation,and continued to increase financing in small and micro industries.However,due to the less network layout and other reasons,Shandong Branch of Bank of communications is in a relatively backward situation in the horizontal competition,and there is still much room for progress in marketing methods,personnel structure and product innovation.Taking Shandong Branch of Bank of Communications as the research object,this paper aims to find out the problems existing in the marketing center of small and micro loans of Shandong Bank of Bank of Communications and put forward some reasonable suggestions.This paper collected small micro enterprise loan marketing related data in this bank,first of all,through the study found that bank is now small micro loan marketing mainly exist shortage of path,grassroots network marketing inefficiency,internal assessment is not rigorous fluency is not high and the product problems and causes are analyzed.Next through the PEST and SWOT theory to analyzing the internal and external environment through the analysis and the STP model product market segmentation,target market and market positioning,final products through innovation,perfecting the assessment mechanism,enhance risk awareness,optimizing organization structure,several measures to ensure the implementation of the marketing optimization strategy.This paper hopes to promote the healthy and orderly development of small and micro business loan business of Shandong Bank of Bank of Communications and better provide high-quality and convenient financing services for the vast number of small and micro businesses through marketing improvement suggestions on product,price,channel,promotion and personnel.