Research On Marketing Strategy Of Inclusive Financial Business Of D Branch Of G Bank

The 14th Five-Year Plan has set "Deepening the supply-side structural reform of the financial system and enhancing financial invlusion" as the keynote of the development of the financial system,indicating that inclusive finance has entered a new stage of development in China.Developing Inclusive finance business is not only an important way to improve the people’s wellbeing,but also an urgent need to break the current deadlock in the development of micro-enterprises.PBC and related financial institutions around the country are actively developing inclusive finance.Branch D of G Bank has conscientiously implemented the decisions and plans of the CPC Central Committee and The State Council,actively accomplished organizational change and improved the inclusive finance system.The development of inclusive financial business by commercial banks is a responsibility,a market opportunity,an inherent need for strategic transformation,and an essential requirement to deal with economic development.The paper takes Branch D of G Bank as the research object.Due to the short development cycle of the inclusive financial business of the bank,the business has arrived a bottleneck stage of the growth period after experiencing a brief growth in the initial period.At present,the inclusive financial business of the bank still has problems such as insufficient product promotion and weak customer maintenance.To choose the appropriate marketing strategies and for Branch D of G Bank is the key to improve the market competitiveness of the inclusive financial business of the bank.The paper takes literature analysis,interview and questionnaire survey as the main methods to study and discuss the general situation of inclusive finance,the current situation of inclusive finance marketing and the selection of marketing strategies by using.First of all,the relevant literature and theoretical concepts at home and abroad are combed and summarized,laying a theoretical foundation for this paper.Secondly,the marketing environment of Branch D of G Bank is analyzed from the external and internal environment,and the SWOT matrix model is combined to conclude that the future economic expectation of D city is good Combined with favorable policies and digital technology,the strength-advantage(SO)strategy is selected to improve the market share of inclusive finance.Finally,the target marketing(STP)theory and 7Ps marketing theory are used to subdivide the inclusive financial market,select the target market,and finally accurately determine the market positioning,and put forward suggestions to improve the existing marketing strategies of inclusive financial services.And based on the perspective of institutional system,human resource and technology support,the paper formulates corresponding safeguard measures for the implementation of marketing strategy.It is hoped that the research results of this paper,in the context of the country vigorously promoting the construction of inclusive finance and the information age,can ensure that Branch D of G Bank stabilize the market,effectively explore new customers,improve the market share,and develop new fields for the inclusive finance business of state-owned banks.At the same time,it provides certain guidance and reference for other commercial banks to establish the marketing strategy of inclusive finance business,in order to promote the healthy and stable development of inclusive finance business.