Research On The Marketing Strategy Of Small And Micro Enterprise Loan Business Of Bank Of Jilin,Wusong Road Sub-Branch

With the rapid development of China’s economy in recent years,small and micro enterprises have become an important pillar of social development,making outstanding contributions in terms of tax revenue and employment absorption,and increasingly becoming a major motivating factor for economic progress and social development.However,at the same time,some small and micro enterprises have weak ability to resist risks,unsound internal system,unstable staff and single management means,and banks are constrained by traditional marketing ideas and generally believe that there is a higher risk of loans for small and micro enterprises,resulting in difficult access to loans for small and micro enterprises,restricted loan prices and guarantee methods,and the market has been "difficult to finance" "financing expensive" for small and micro enterprises.With the economic advancement process accelerated,the commercial banking industry is increasingly competitive,for their own development needs,in order to enhance the market share,find profit growth points,in the small and micro enterprise loan business development,in need of financial product innovation,service transformation,price concessions and other aspects to make greater enhancements and improvements.As a local city bank,Bank of Jilin has increased its influence on society in recent years by relying on the favorable conditions of regional development,and its brand awareness has become a household name,making a certain contribution to the economic development of Jilin Province.This paper takes Bank of Jilin,Wusong Road Sub-branch,a first-class sub-branch located in the urban area of the City of Jilin,as the research object,and analyzes its current situation in the marketing of small and micro enterprise loan business,combining marketing theories,analyzing the current shortcomings,searching for marketing entry points,and discovering effective ways for business growth,so as to provide a strong guarantee in the competition of the regional market.Firstly,this paper describes the background and significance,method and content of the study,combined with the theories about the marketing strategy of small and micro enterprise loan business at home and abroad;secondly,the current marketing situation of small and micro enterprise loan business of Bank of Jilin,Wusong Road Sub-branch is combined to sort out the problems existing in the development,such as the lack of flexibility of small and micro enterprise loan products and guarantee methods,single pricing means,poor customer marketing channels,promotion.Third,this paper analyzes the marketing environment of small and micro enterprise loan business of Bank of Jilin,Wusong Road Sub-branch,combines the macro and micro marketing environment,uses marketing theory tools to analyze four aspects of internal advantages,external advantages,external opportunities and external threats,forms SWOT chart analysis,and selects the suitable The strategy of marketing the small and micro enterprise loan business of Bank of Jilin,Wusong Road Sub-branch is selected.Finally,with the help of STP theory,market segmentation,target market selection and confirmation of market positioning are conducted for the small and micro enterprise loan business of Bank of Jilin,Wusong Road Sub-branch;combined with 7Ps marketing theory,appropriate marketing strategies are formulated,including optimizing small and micro enterprise credit business products in terms of service capability and guarantee methods,setting interest rate management mechanism and improving the scientific nature of pricing,finding diverse marketing channels,increasing The strategies include optimizing the credit business products for small and micro enterprises in terms of service capability and guarantee,setting up interest rate management mechanism and improving scientific pricing,finding diversified marketing channels,increasing marketing publicity,cultivating excellent comprehensive talents,optimizing business processes and increasing stylish displays.In summary,this article analyzes the current marketing situation of small and micro enterprise loan business in Bank of Jilin,Wusong Road Sub-branch,identifies the shortcomings,and formulates practical countermeasures and solutions to break the current dilemma of small and micro enterprise loan business development in the sub-branch,and contributes to its further business expansion and social responsibility;at the same time,through this article,we hope to inspire urban commercial banks with the same problems in small and micro enterprise loan business marketing.