Research On Marketing Strategy Optimization Of Micro-credit Business Of M Rural Commercial Bank

In recent years,China has continued to deepen the reform of its economic system and expand its openness to the outside world in the face of increasing pressure on foreign trade,and the domestic economy has maintained stable growth while achieving significant victories in poverty eradication.Since the outbreak of New Crown Pneumonia in 2019,our government has actively taken various measures to successfully cope with the impact of the epidemic,and the economy gradually returned to normal levels in 2023.With the People’s Bank of China’s promotion of interest rate marketisation and the rapid rise of new industries such as the internet,the demand for finance from the general public as well as small and micro enterprises has continued to rise.m agribank,as the mainstay of local finance,has seen its spreads drop significantly in a fiercely competitive market,with the risk of large loans constantly coming to the fore and earnings being severely impacted.In response to this,M Agricultural and Commercial Bank has sought opportunities in this difficult situation,set the direction of micro-credit development,and improved micro-credit from various aspects.At present,there are many problems in the marketing strategy of M Agricultural and Commercial Bank’s micro-credit business.In this paper,we analyze the overall environment of the microfinance business of Agricultural and Commercial Bank M,including the macro environment,industry environment,micro environment and SWOT analysis.The macro environment is based on the PEST model to analyze the political,economic,social and technological environments facing the development of microfinance business of M.The industry environment of M Agribank is analyzed by Porter’s Five Forces model to analyze the five forces existing in the process of competition.The micro environment refers to the internal environment of M Agribank.Further,the SWOT model is used to analyze the strengths,weaknesses,opportunities,and threats facing the development of microfinance business and to select a combination strategy suitable for the development of microfinance business of M Agribank.By reviewing a large amount of domestic and foreign literature,we analyze the current situation of the marketing strategy of M Agricultural and Commercial Bank based on the 4P theory,and we also analyze the problems in the marketing strategy of microfinance business of M Agricultural and Commercial Bank with the help of questionnaire survey method and analyze the deep-seated reasons for these problems.Finally,the STP strategy is applied to segment the microfinance business market of M Agricultural and Commercial Bank and optimize the current marketing strategy in order to improve the marketing level of microfinance business and enhance the overall competitiveness of M Agricultural and Commercial Bank.In order to ensure the smooth implementation of the optimized marketing strategy in the later stage,M Agribank also needs corresponding safeguard measures,mainly from four aspects,such as personnel,organizational structure,performance assessment,and risk prevention and control.This paper takes M Agricultural and Commercial Bank as the research object.