Research On The Marketing Strategy Of The Loan Business Of Small And Micro Enterprises Of China Construction Bank M Branch

With the in-depth promotion of the inclusive finance strategy,banks have been making continuous efforts in the small and micro enterprise loan market,constantly innovating products and optimizing services.The business type has also been transformed from the traditional pure offline business to the model combining online and offline.In this case,the product system and marketing system with small and micro enterprise loan business as the core have an increasingly significant impact on customer consumption habits.From the overall development status of the loan business of Chinese commercial bank small micro enterprise,although in recent years the commercial bank small micro enterprise loan business has achieved rapid development,but the whole is not mature,investigate its reasons,the lack of systematic and effective marketing strategy is one of the main influencing factors.If Chinese commercial banks want to further increase the market share of small and micro enterprise loan business,they need to improve the existing marketing strategy,ensure that the marketing strategy is consistent with the overall strategy of the bank,and give full play to the role of marketing.This thesis adopts the basic method of combining case analysis and theoretical analysis.Firstly,the relevant concepts,research tools and marketing theories such as 4P theory are deeply analyzed,which provides the basic theoretical basis for the study of the full text.Secondly,in order to have a deeper understanding of the internal and external environment of the small and micro enterprise loan business of CCB M Branch,this thesis adopts PEST analysis tools for analysis,so as to build a clear understanding of the internal and external environment of the bank as well as its own advantages and disadvantages.This thesis also adopts the basic method of case study and chooses the M Branch of China Construction Bank as the research object to conduct an in-depth investigation on the overall status of the small and micro enterprise loan business of the M Branch of China Construction Bank as well as the actual situation of marketing.Through the questionnaire survey,it understands the existing problems in the current marketing reported by customers.After studying the marketing status quo of small and micro enterprise credit business of China Construction Bank M Branch,this thesis points out that there are mainly problems in the marketing process of small and micro enterprise credit business of China Construction Bank M Branch,such as lack of product innovation,rigid pricing,single channels and backward promotion methods.Based on this,This thesis puts forward several improvement strategies including innovating existing products,differentiated pricing,expanding marketing channels and improving promotion methods.At the same time,it points out that in order to ensure the smooth development of the marketing strategy of CCB M Branch,it should be guaranteed from the aspects of organization,information,culture and so on,so as to ensure that CCB M Branch can carry out the new marketing strategy smoothly according to the requirements and achieve the expected results.From the full text,the research of this thesis can not only solve the problems existing in the marketing development of the small and micro enterprise loan business of China Construction Bank M Branch,accurately position its own market,and achieve the bank’s strategic goals while improving its brand image.On the other hand,the research results of this thesis can also provide certain reference value for other commercial banks when they encounter the same or similar problems in the marketing of small and micro enterprise loan business.