Research On Marketing Strategy Of Credit Business Of Small And Micro Enterprises Of Bank A

Bank A has been serving the credit of small and micro enterprises in China for more than 11 years.As the pioneer and leader of micro credit in China,Bank A has made its strength to the development of small and micro enterprises and the stability of local economy.In recent years,however,with the large commercial Banks from China will be A bank for years of small micro enterprises,individuals,small and medium-sized enterprises,personal credit microfinance and other financial services included in the new market and business profit improvement important areas,A bank market competition is fierce,and A bank small micro enterprise credit business after a long development also began to face many problems,including product development lag,insufficient marketing channels,single promotion means,etc.,these are obstacles to the development of the bank A small micro enterprise credit business.At the same time,the bank A is located in the vanguard of China’s reform and opening up in Beijing,Beijing small micro enterprise numerous,model,demand for bank credit,but because the product does not fit,examination and approval conditions,A bank small micro enterprise credit business still exist many problems,especially in marketing problems more prominent,how to solve the A bank small micro enterprise credit business marketing,this to the development of the bank itself and the development of local small micro enterprise is of important significance.This paper with A bank small micro enterprise credit business as the analysis object,in the specific research,first of all in the current existing research results and related theory using the method of literature research,combined with the research needs of the text,using case analysis,choose A bank small micro enterprise credit business as a research object,study the marketing situation.From the research content of the whole article,on the basis of 7P theory,this paper analyzes the current marketing status and existing problems of small and micro enterprise credit business of Bank A,and develops corresponding countermeasures combined with the requirements of 7P theory.This paper after A bank small micro enterprise credit business marketing status research,points out that the current A bank small micro enterprise credit business marketing problems in the process of the main lack of asset-light enterprise products,credit rating did not fully consider the characteristics of the industry,product interest rate is too high,interest rate pricing factors lack of clear standards.Based on this,this paper puts forward the improvement strategy,including innovating and enriching existing products,optimizing credit rating,appropriately lowering product interest rate according to market conditions,reasonable layout of outlets,improving the level of promotion personnel,improving the promotion strategy of promotion personnel and other aspects.This paper proposes the optimization strategy for the marketing of small and micro business loan business of Bank A,on the one hand,can not only make up for the shortcomings of existing theoretical research to a certain extent.From the practice,it can solve the problems existing in the marketing development of small and micro business loan business of Bank A,accurately position its own market,and realize the strategic goals of the bank while improving the brand image.On the other hand,the research results of this paper can also provide a certain reference value for other commercial banks to encounter the same or similar problems in the marketing of small and micro business loan business.