Research On Marketing Strategy Optimization Of Mortgage Products For Small And Micro Enterprises Of China Zheshang Bank Shenzhen Branch

The global economic situation is complex and severe,and the impact of the superimposed epidemic situation exceeds people’s expectations.China’s economic indicators have turned from strong to weak.The year-on-year growth of the troika of export,consumption and investment has slowed down,the logistics supply chain in some regions is not smooth,urban unemployment has increased,and the market instability has intensified.Among private enterprises,small and micro enterprises occupy a full position.The number of small and micro enterprises accounts for more than 90% of China’s market players,contributing about 80% of employment,70% of technological innovation,more than 60% of GDP and more than 50% of taxes.In this context,financial institutions fully recognized the importance of small and micro enterprises.Shenzhen Branch of Zheshang Bank launched financial products for small and micro enterprises in line with local policies and economic environment.First,it helped small and micro enterprises in Shenzhen develop better.Second,it improved its competitiveness in such a complex environment.Studying the problems existing in the marketing strategy of small and micro mortgage credit products of Shenzhen Branch of Zheshang Bank and proposing corresponding optimization strategies are of great practical significance for the steady development of the business of Shenzhen Branch of Zheshang Bank,as well as for the operation and development of other branches of Zheshang Bank in other regions and other banks in Shenzhen.This paper uses marketing research methods and research tools to find the marketing strategy problems in the small and micro enterprise mortgage business of Zheshang Bank Shenzhen Branch,and analyzes the problems.First of all,comprehensively grasp the enterprise development and current marketing status of products of Shenzhen Branch of Zhejiang Merchants Bank.Through face-to-face interviews and surveys,we found that the current marketing problems are: single target customers in the market,lack of differentiation in product pricing,business process efficiency to be optimized,service and professional ability of employees to be improved,single channel to obtain customers,lack of attraction in promotional activities,and weak help from physical outlets for marketing.Then it analyzes the four elements of politics,economy,society and technology from the macro environment by PEST analysis method.Then use Porter’s Five Forces Model to analyze the micro environment of the suppliers’ bargaining power,buyers’ bargaining power,potential competitors’ entry ability,substitutes’ substitution ability,and industry competitors’ competitiveness of the small and micro enterprise mortgage credit products of Zheshang Bank Shenzhen Branch.Finally,use SWOT analysis method to analyze the situation of the small and micro enterprise mortgage credit products of Zheshang Bank Shenzhen Branch,and understand the existing advantages Opportunities,disadvantages and challenges form a SWOT analysis matrix through combination.Based on the analysis of the problems and environment of the small and micro enterprise mortgage business of Zheshang Bank Shenzhen Branch,through STP analysis and 7Ps marketing strategy,the optimization plan for the marketing strategy is proposed.In terms of STP analysis,Shenzhen Branch of Zheshang Bank should stick to the concept of serving small and micro enterprises,and on this basis,further subdivide the types of collateral to determine that the products will be expanded from the original ones that only accept residential buildings to residential buildings,apartments and dormitories,so as to enhance the potential customer base.In terms of the 7Ps marketing strategy,the product,pricing,channel,promotion,personnel,process and physical display are optimized and improved to increase the comprehensive competitiveness of the product.At the same time,Shenzhen Branch of Zheshang Bank needs to carry out reform and innovation in corporate culture,human resources,science and technology,and risk management to provide strong support and guarantee for the above strategic optimization scheme.