Research On Marketing Strategy Of Inclusive Small And Micro Loan Business Of Nantong Branch Of GD Bank

At present,the Party Central Committee and the regulatory authorities have attached great importance to inclusive finance,vigorously developing inclusive finance and supporting the real economy,which is the primary task of commercial banks in recent years.At the same time,vigorously developing inclusive small and micro loan business can also accelerate the transformation and upgrading of commercial banks,which is also of great significance for the sustainable development of the national economy.The small and micro enterprises in inclusive finance are important forces to stabilize growth,promote employment and protect people’s livelihood,and play a very important role in economic development.In order to help the rapid growth of inclusive small and micro enterprises,the Party Central Committee and the State Council have issued a series of financial and tax support policies.At present,commercial banks focus on the business expansion of inclusive small and micro loans,and the development of inclusive small and micro loans is also an innovation of traditional businesses and business models for commercial banks.Although Nantong Branch of GD Bank is a second-tier branch,it has been implementing the deployment of the Party Central Committee,the State Council,the Group and the provincial head office,focusing on enhancing the financial support for the small and micro fields of inclusive financing,and increasing the attention to the small and micro loan business of inclusive financing.Although in recent years,the inclusive small and micro loan business of Nantong Branch of GD Bank has increased,the growth is slower than that of local peers,and the proportion of local businesses is not high,and the proportion of various loans in the Bank is also small,which is not conducive to the establishment of the brand image of Nantong Branch of GD Bank in the local area,and is not conducive to its own business development and transformation.This paper deeply analyzes the internal and external environment of the development of the inclusive small and micro loan business of Nantong Branch of GD Bank through enterprise analysis tools(PEST analysis and Porter’s five forces analysis),and analyzes the strengths,weaknesses,opportunities and threats of the development of the inclusive small and micro loan business of Nantong Branch of GD Bank through SWOT,and carries out analysis and research in combination with the market segmentation STP theory and the marketing mix 4P theory in marketing theory,Select and develop marketing strategies for GD Bank Nantong Branch’s inclusive small and micro loan business,including product strategy,price strategy,channel strategy and promotion strategy.Finally,we will provide guarantees for the implementation of the above marketing strategies from six aspects: corporate culture guarantee,organizational guarantee,compliance management guarantee,institutional guarantee,human resource guarantee,and science and technology guarantee,so as to improve the competitiveness of GD Bank Nantong Branch’s inclusive small and micro loan business in the market,and promote the rapid transformation of GD Bank Nantong Branch.The main conclusion is that this is a rare opportunity for the development of the inclusive small and micro loan business of Nantong Branch of GD Bank,which is conducive to its development in terms of macro policy,market demand and economic environment.Although there are many competitors in the market competition,GD Bank Nantong Branch still has certain competitive advantages.As long as GD Bank Nantong Branch can seize the opportunity,take advantage of the advantages,and use the marketing strategy correctly,it will be able to usher in the development of inclusive small and micro loan business.