Research On Marketing Strategy Of Loan Services For Small And Micro Enterprises Of M Bank,Jinan Branch

Because of the outstanding business scale,extensive customer resources and good ability for cost control,M Bank Jinan Branch has driven the growth of the local small and micro enterprise loan business.However,with the promotion of digital transformation,serious product homogeneity,lower business approval efficiency and increasingly fierce peer competition,some of the first-mover advantages of M Bank Jinan Branch are being weakened.On the one hand,the economic downturn has reduced business margins.On the other hand,the digital transformation drives all financial institutions to strive for transition,which intensifies competition.The support of national policies also enables many financial institutions to participate in the small and micro enterprise loan business.At present,Jinan Branch of M Bank is facing both opportunities and threats.How to maintain and seize more market share in the layers of competition and ensure the steady growth of profits is the significant issue that needs to be addressed at present.According to domestic and foreign literature research and advanced theories,in accordance with the actual situation and internal and external environment of the small and micro enterprise loan services of Jinan Branch in M Bank,this paper points out the problems existing in the small and micro loan business of M Bank Jinan Branch,by readjusting positioning and pointing out the target market to enter,a more systematic marketing strategy is constructed.In terms of product strategy,it includes developing new products by using big data and other technologies,enhancing product personalization for different target markets,increasing product added value,and providing targeted services by using user portraits.In the price strategy,including the use of digital technology to achieve differential pricing,design of combination of preferential pricing.In the place strategy,it includes using digital technology to transform stock settlement customers,strengthening cooperation with major offline financial institutions,and increasing cooperation with internet platforms and influential individuals.In terms of promotion strategy,including the digital transformation of advertising,strengthening the digital transformation of public relations management,strengthening content integrated marketing,and monitoring marketing effect by digital technology.In terms of process strategy,it includes building a standardized online application system and an intelligent examination and approval system.For people strategy,it includes improving staff service attitude and quality,strengthening staff digital skills and specialized knowledge.Finally,in terms of physical display strategy,mascot design could be added,and storefronts of branches can be updated timely.The pioneering research literature and rigorous theoretical basis has a certain academic value for the subsequent research of commercial banks on the loan business of small and micro enterprises.Meanwhile,based on the operation practice of Jinan Branch of M Bank,the marketing strategy and safeguard measures formulated are of practical significance for figuring out issues in the marketing of the loan services of small and micro enterprises.