Research On Marketing Strategy Of Small And Micro Credit Business Of J Bank Hunan Branch

In recent years,small and micro enterprises have made important contributions to the development of the national economy.They are an important part of China’s market economy and guarantee social stability and harmony.In fact,the main reason that restricts the development of small and micro enterprises is the shortage of capital.China has strengthened the supervision of the financial industry,increasing the difficulty of obtaining credit funds for real estate,and banks and other financial institutions have no suitable place to put funds.If this dilemma is not solved quickly,it will not only restrict the development of small and micro enterprises,but also go against the sustainable development of commercial banks.Based on this,commercial banks must constantly optimize their credit business layout,actively expand small and micro credit business,and open up a bigger market.This article will J bank hunan branch as the research object to carry out the research work,the comprehensive use of interview method and questionnaire method,by using the STP theory and theory of service marketing,for the bank small micro credit business market marketing has carried on the detailed analysis of internal and external environment,and the bank credit business market marketing present situation and the problems in marketing analysis are discussed in this paper.It is found that the bank has the following problems in the marketing of credit products:poor promotion effect,low professional quality of staff,too few physical outlets,inflexible and inaccurate pricing,serious homogeneity and so on.Based on the above problems,make full use of marketing theory,on the basis of market segmentation and positioning,formulate the corresponding optimization and improvement measures.It mainly includes: exploring diversified promotion mode,strengthening staff professional skills training,broadening marketing channels,implementing differentiated credit pricing strategy,implementing personalized and differentiated product strategy,etc.At the same time,let the bank form distinct characteristics and market competitive advantages,further expand the credit business market of small and micro enterprises,so as to occupy a favorable position in the increasingly fierce market competition.Finally,in order to ensure the smooth implementation of the optimized marketing strategy,the corresponding implementation measures are formulated,mainly from the following dimensions:employee incentive system,talent team construction,internal organizational structure,etc.The research results of this paper can effectively promote the improvement of the credit business level of small and micro enterprises of J Bank Hunan Branch,in order to provide experience and reference for other similar enterprises.