Research On The Marketing Strategy Of Small And Micro Enterprises Credit Of BOC JN Branch Under The Background Of Digital Inclusive Finance

Micro and small enterprises are an important part of the national economy and play an important role in promoting social employment and other aspects.In recent years,the Chinese government and relevant departments have continued to increase their support for small and micro enterprises,introducing a number of policies to support small and micro enterprises and requiring financial institutions to strengthen their financial support for small and micro enterprises.As an important financial service provider,developing credit business for micro and small enterprises is an important measure for commercial banks to respond to national policies and improve the effectiveness of financial services.The development of credit business for small and micro enterprises is an important measure for commercial banks to respond to the requirements of national policies and improve their service efficiency.With the rapid development of digital technology,driven by technological innovation and model innovation,commercial banks need to accelerate the pace of digital transformation,innovate the credit service model for small and micro enterprises,and promote the construction of digital inclusive financial ecology.As a state-owned commercial bank,Bank of China JN Branch has always practiced its role as a big bank,insisted on making the credit business of small and micro enterprises as the focus of the whole bank’s work and continuously increased financial support for small and micro enterprises.However,with the intensified competition among financial institutions,how to effectively carry out the marketing of credit business for small and micro enterprises,innovate products and enhance the competitiveness of market services under the background of digital inclusive finance has become an important issue faced by JN Branch.This paper selects the micro and small enterprise credit business of Bank of China JN Branch as the research object,composes the micro and small enterprise credit products that have been launched in JN Branch,conducts a comprehensive analysis of the current marketing strategies adopted and summarizes the main problems existing in the currently implemented marketing strategies,including:the solutions are not innovative enough and the number of online products is small;the marketing methods are traditional and conservative and less digital means applied;the service experience and brand marketing need to be strengthened;the accessibility and convenience of the services are not good,etc.Secondly,the macro environment,industry environment and internal environment for the development of micro and small enterprise credit business of JN Branch were analyzed in depth by using PEST theory,Porter’s five forces model and SWOT analysis tools.Based on the above analysis and summary of the current marketing situation and marketing environment,this paper uses STP theory and SIVA model to analyse the direction of marketing strategy adjustment and propose marketing strategy optimization suggestions in four dimensions:solution,information,value and access.Finally,this paper proposes multiple safeguards for marketing strategy optimization from the dimensions of human resources guarantee,performance assessment system guarantee,organizational mechanism guarantee,risk prevention and control guarantee.By putting forward targeted optimization suggestions and safeguard measures,this paper provides JN Branch and other financial institutions with ideas and methods that can be drawn upon for the sustainable and healthy development of credit business for micro and small enterprises and the practical enhancement of service effectiveness.