Research On Marketing Strategy Of Inclusive Loan Business For Micro And Small Enterprises In Agricultural Bank Of China LF Branch

As the main force,micro and small enterprises(MSEs)play an irreplaceable role in increasing the employment rate and prospering the economy.However,due to the characteristics of small business scale and poor risk resistance,MSEs have been facing the dilemma of "difficult and expensive financing".In response to this long-standing financing problem,the State Council and regulatory authorities have issued a number of measures to support MSEs,which motivates and guides banks to increase credit support and reduce loan interest rates for MSEs.In the context of the rapid development of big data and Internet technology,financial institutions continue to innovate and improve inclusive loan products to meet the financial needs of MSEs,so as to strive for more market share.With the increasingly fierce competition pressure,reorganizing the marketing strategy of inclusive loan business for MSEs has great significance for financial institutions.This paper selects Agricultural Bank of China LF branch as the research object.The paper firstly combs through the relevant research literature,and analyzes the marketing status of inclusive loan business for MSEs in Agricultural Bank of China LF branch by using an interview method,secondly analyzes the marketing environment of inclusive loan business for MSEs in Agricultural Bank of China LF branch by utilizing PEST analysis,Porter’s five forces analysis and SWOT analysis,and then summarizes the problems and causes in the marketing of inclusive loan business for MSEs in Agricultural Bank of China LF branch by using questionnaire survey method.Based on the analysis and research above,this paper selects the appropriate target market and market positioning for the research object,and formulates a more detailed marketing strategy,including improving the types of loan products,optimizing the interest rate pricing model,establishing a standardized customer acquisition channel,irregularly promoting products,establishing a marketing team and assessment,more intuitive product display,improving service efficiency and so on.Finally,this paper puts forward the guarantee measures of marketing strategy.By designing the marketing strategy for the research object,on one hand,this paper provides a specific case basis for the bank inclusive loan marketing theory,further enriches the application scenarios of inclusive financial loan business marketing of MSEs,and has certain theoretical significance for banks and other financial institutions to improve their marketing strategies.On the other hand,this paper will help improve the competitiveness of the research object in the inclusive loan business of MSEs,realize the rapid development of the inclusive loan business of MSEs,and also provides some reference for local banks and other financial institutions to better support the development of MSEs,which has certain practical significance.