Research On Marketing Strategy Of Small And Micro Enterprises Credit Business Of Bank Of China Z Branch

Since January 15,2016,when The State Council issued the notice of Promoting the Development Plan of Inclusive Finance(2016-2020),Inclusive finance in China has entered a period of rapid development.In this period,China’s inclusive small and micro loans have always maintained a high growth rate,and continue to increase the depth and breadth of benefits to the public.Small and micro enterprises as an important part of inclusive finance,more and more attention from all walks of life.With the new generation of information technology represented by mobile Internet,big data analysis and cloud computing being applied by more and more financial institutions,the design and marketing strategies of financial credit products have undergone great changes.At the financial Street Forum 2020,the People’s Bank of China and the China Banking and Insurance Regulatory Commission put forward suggestions on the digital transformation of bank credit business and the development of digital finance,encouraging the development of new Internet finance and Internet banking.In this context,how to use their own resources and the advantages of Internet finance to develop high-quality credit services for small and micro enterprises to cope with the future competition in the financial market has become an important issue to be urgently solved by commercial banks.This thesis takes the small and micro credit business of BANK of China Z Branch as the research object.By sorting out and analyzing the development of its small and micro credit business from 2019 to 2021,the possibility of using Internet technology to improve its marketing strategy and change the backward status of its small and micro credit business is studied.Firstly,this thesis combs the domestic and foreign researches on small and micro credit business,and Outlines the theoretical basis for making marketing strategies for small and micro credit business.Secondly,the thesis by introducing the analysis the bank of China,Z small credit business marketing strategy the status quo,sum up out of the bank of China,Z small credit business four main problems of the existing marketing strategy,product limitations,product pricing,lack of flexibility,product marketing channel is narrow,the transmission and the lack of targeted products.Finally,this thesis optimizes the marketing strategy from five aspects: optimizing the product design of small and micro credit of BANK of China Z Branch,improving the pricing mechanism of loan interest rate,expanding the channels for acquiring customers in bulk and improving the promotion mode,so as to help the small and micro credit business of Bank of China Z Branch get further development.Combined with the current marketing strategy of small and micro credit business of Bank of China Z Branch,this thesis analyzes the problems encountered in the marketing of small and micro credit business and the causes of the problems,so as to provide ideas for the improvement of small and micro credit business of Bank of China Z Branch.