Research On The Marketing Strategy Optimization Of Small And Micro Enterprises Loan In L Branch Of J Bank

Small and micro enterprises(SMEs)are the core part of the national economy,and the government’s support for SMEs is increasing.In this context,the cooperation between SMEs and commercial banks is becoming more and more frequent,and major commercial banks are also seeking effective marketing strategies to develop the small and micro enterprise market and snatch small and micro enterprise customers.There are 11 banking institutions in the L area.As the focus of small and micro business operations sinks,all banks take various actions to divide the market cake,and the competitive pressure from competitors continues to increase.In recent years,researchers have paid more and more attention to the loan marketing strategy of banks,aiming to achieve the highest customer loyalty and retention rate of SMEs,so that banks could maintain market competitiveness for a long time.Although the total amount of SMEs loan business of L Branch of J Bank has increased significantly compared with previous years,it still lags behind rival banks at the same level in urban areas.Through the research on the current situation of SMEs loan marketing strategy of L Branch of J Bank,this thesis finds the weaknesses of L branch of J Bank such as incomplete product system,high pricing and lack of refined management,limited customer acquisition channels,lack of effective publicity and promotion methods,etc.This thesis studies the development of SMEs loan business of L Branch of J Bank by means of customer survey and interview with employees in the bank,analyzes its existing problems and causes,and deeply studies the needs of SMEs.Based on the gap and improvement between the existing marketing strategy and the actual marketing situation of SMEs loan business of L branch of bank J,this thesis makes an in-depth analysis and research on the market positioning strategy,marketing strategy of SMEs loan business of L branch of J Bank by using STP theory and 7Ps marketing theory.At the same time,this thesis puts forward targeted suggestions in seven terms of market,like products,promotion,and personnel,to help the development of SMEs loan business and the improvement of corresponding service capacity of L branch of bank J.The results of this thesis can provide some guidance for other branches of J Bank and other domestic commercial banks in the loan business of SMEs.