Research On Marketing Strategy Of Small And Micro Enterprise Credit Loan Business Of SZ Rural Commercial Bank

Small and micro businesses are the booster of economic development and social development,promoting the growth of our economy,increasing our national income,promoting entrepreneurship employment and inspiring enterprise innovation vitality.Since the reform and opening up,small and micro enterprises have made tremendous strides in steadying growth,advancing reform,altering the framework,and enhancing people’s means of subsistence.However,from the US subprime mortgage crisis to the global financial crisis to the outbreak of COVID-19 in 2020,the global economic outlook is highly uncertain,which has a great impact on small,medium and micro enterprises with weak anti-risk ability and face the most urgent financing needs.The People’s Bank of China’s fourth quarter of2021 Banker Questionnaire Report revealed that by the end of 2021,the loan demand index of small,medium,and micro enterprises had risen to 70.5%,while the bank loan approval index had dropped to 51.6%.The bank loan approval index includes the loan approval number of large,medium and small and micro enterprises.The financing demand gap of medium,small,and micro enterprises remains notably acute.However,there is always an insurmountable gap between the bank’s capital supply and the financing demand of medium,small and micro enterprises,which is caused by many factors such as the information asymmetry between banks and enterprises and the weak anti-risk ability of medium,small and micro enterprises.That’s why this problem can’t be fundamentally solved.The above problems have always been the hot spot and focus,but also long-term constraints of small and micro enterprises development difficulties and pain points.The Ministry of Industry and Information Technology has been a cooperative partner of The State Council since the 13 th Five-Year Plan,aiding in the growth of small and micro enterprises.They have collaborated with government departments to bolster financing for these enterprises,and have directed banks and other financial institutions to broaden the range of loans from first to renewal,credit,and medium to long-term.Starting January 1,2022,the People’s Bank of China(PBOC)has declared that it will substitute two direct instruments-the Inclusive Loan Extension Support Facility for small and micro businesses and the Credit Loan Support Program-with the purpose of completely aiding small and micro businesses in overcoming their financial issues.Nevertheless,China’s economic growth is currently being confronted by the triple pressure of diminishing demand,supply shock,and diminishing expectations.In addition,we are familiar with the tendency of "policies at the top,countermeasures at the bottom" and so on.Small and micro enterprises with a large number and a wide range of areas are still faced with great difficulties,and financing difficulties are the pain points of their development.Analysis of the various growth points of rural commercial banks has revealed that traditional credit has become a white-hot market,with saturation likely to occur,thus allowing new markets to be opened up to compete with large state-owned joint-stock banks.If rural commercial banks are to expand their asset scale and credit lines,they must first realize the transformation of their operations and surpassing curves.In recent times,SZ Rural Commercial Bank has assumed the mantle of providing assistance and assistance to small and micro businesses,thus becoming its new source of expansion in a time when the majority of large state-owned banks and joint-stock commercial banks have concentrated on loans to large and medium-sized businesses.The government supervision department’s enhanced demands on the inclusive small and micro indicators of various banks have prompted big,small,and medium banks to take action in the area of small and micro enterprises,thus intensifying cooperation.SZ Rural Commercial Bank has outstanding resource advantages in the development of small and micro enterprise credit.The city where it is located has great economic development potential and sufficient customer resources.With the help of the deep cultivation in the field of small and micro enterprises in previous years,it has the first-mover advantage.However,from the actual situation,the competition of financial institutions in the market is intensifying,and the needs of small and micro enterprises are diverse.The existing single credit product of SZ Rural Commercial Bank cannot meet all the needs.The dearth of professional personnel and the neglect of other issues in the allocation of resources have hindered the growth of small and micro enterprises’ credit operations,a predicament that SZ Rural Commercial Bank is also facing concurrently.Based on the analysis of small and micro enterprise credit business of SZ Rural Commercial Bank,this paper is divided into seven chapters.Examining the literature of experts and scholars,conducting field research in the credit department,exploring the requirements of SZ Rural Commercial Bank’s credit loan business customers,applying 4P marketing mix theory and STP theory,thoroughly examining the present state of the small and micro enterprise credit business of SZ Rural Commercial Bank,and highlighting the inadequacies of the current marketing strategy,is the aim.Analyzed SZ Rural commercial bank small and micro enterprise credit loan business overall demand,business customer demand characteristics,business overall competition and main competitors.Formulating the marketing strategy of SZ Rural Commercial Bank,it is hoped that the introduction of jade and reference suggestions for other small and medium-sized rural commercial banks to carry out small and micro enterprise credit business can be achieved through the use of the target market,target market,product strategy,price strategy,channel strategy,and promotion strategy.