Research On The Optimization Of Credit Marketing Strategy For The Small And Micro Enterprises Of X Sub-branch Of ICBC

With the recurrence of COVID-19 and the upgrading of control measures at domestic,the cost of logistics continues to rise.In addition to the escalating conflict between Russia and Ukraine,the prices of international energy and raw materials are rising.Global economic growth has slowed further and the inflation of each major economy continues to rise.Every industry has been hit to varying degrees.As an important pillar of the national economy and the main channel of social employment,the small and micro enterprises’ healthy development is related to social stability.However,in the face of the aggravation of internal and external risks under the market economy,small and micro enterprises face more severe challenges due to small asset scale,weak ability to resist risks,imperfection of financial system and internal control.As the key support for the development of enterprises,capital is very important at all stages of their life cycle.State-owned banks should take fully the advantage of capital cost,deepen the reform of the loan management system while risks are under control,and comprehensively join in the life cycle of enterprises.The main purpose of this research is to optimize the marketing strategy of the credit business of small and micro enterprises of state-owned banks,so that the credit can better match the capital needs of enterprises at all phases and benefit more small and micro enterprises to help them grow.As a head-office-level service center for small and micro enterprises,ICBC X sub-branch is a miniature of the development model of small and micro finance with ICBC characteristics.Since the establishment of the small and micro enterprises center in 2018,the branch has achieved some progress in terms of quantity and coverage.However,as inter-industry competition intensifies,credit risks are gradually exposed,and post-loan pressure gradually increases,the efficiency to find valuable customers decreases and business reserve becomes insufficient.This thesis takes the marketing strategy of small and micro enterprises’ credit business of the sub-branch as the research object.At the beginning of the thesis,the importance of the development of small and micro enterprises’ credit business is introduced.Then the research significance,research methods and content are summarized to conduct theoretical research combined with the domestic and foreign credit and marketing status.Based on PEST model,Porter’s Five Forces model,SWOT model,this thesis makes a comprehensive analysis on the small and micro enterprises’ credit business from the macro environment,industry environment and internal environment.Through the research on the marketing status of X Sub-branch,combined with the results of internal and external questionnaires,seven main problems which restrict the development of X sub-branch’s small and micro enterprises’ credit business marketing are revealed.The seven problems conclude insufficient ability in product innovation and application,single way of marketing and channel,inflexible pricing of loan interest rate,lack of effective promotion,weak professional ability of credit personnel,insufficient coverage of tangible display,and lengthy service process.Relied on theory of 7Ps,optimization suggestions of credit business of the small and micro enterprises marketing strategy of X sub-branch of ICBC are put forward from seven aspects which are product,pricing,channel,promotion,personnel,process management and tangible demonstration.Four dimensions which conclude risk control,credit management,policy support and the allocation of resources are utilized to guarantee the implementation of marketing strategies.The application of the research results will better solve the capital problem of the small and micro enterprises and further promote the sustainable and high-quality development of credit business of small and micro enterprises of ICBC X Sub-branch.At the same time,it is hoped that the research results can provide references for the formulation of credit marketing strategies of inter-bank financial institutions.