| In recent years,China has continued to strengthen the development of inclusive finance,with the goal of eradicating poverty,implementing the concept of shared development,achieving social fairness and justice,promoting common prosperity,and promoting rural revitalization.In January 2016,with the approval of the Central Committee of the Communist Party of China and the State Council,the "Plan for Promoting the Development of Inclusive Finance(2016-2020)"(Guo Fa [2015] No.74)was officially released,incorporating inclusive finance into the national strategy.The plan clearly defined the specific connotation,overall goals,and work measures of inclusive finance,and pointed out that it should follow the decisions and deployments of the Central Committee of the Communist Party of China and the State Council,adhere to the combination of drawing on international experience and reflecting Chinese characteristics,and combine government guidance with market leadership Combining the improvement of basic financial services with the improvement of financial services in key areas,continuously improving the coverage,availability,and satisfaction of financial services,so that the vast majority of the people can fairly share the achievements of financial reform and development.We should carry out pilot projects to promote inclusive financial development,promote reform and innovation,and strengthen practical verification under conditions of controllable risks and compliance with the law.Therefore,seven provinces and ten regions across the country have established pilot zones for inclusive finance reform approved by the State Council,forming a staggered and distinctive pattern of inclusive finance development.Differentiated,distinctive,and innovative development has become an important measure and main trend for China to promote high-quality development of inclusive finance.The market prospects for inclusive finance business are broad and promising.Therefore,various commercial banks seize the good development opportunities of inclusive finance business,optimize and improve the marketing strategies of inclusive finance business,enhance the level of inclusive finance services,and have great significance for commercial banks to seize the market share of inclusive finance,improve enterprise operating efficiency,and implement national strategic requirements.This article is based on the 7Ps marketing theory and conducts research and analysis on the marketing strategy of the inclusive finance business of Y Bank J Branch.Relevant research methods such as literature research,comparative analysis,and questionnaire survey are comprehensively used to explore,analyze,and improve the problems in the marketing strategy of the inclusive finance business of Y Bank J Branch.The main research content of this article is as follows: Firstly,it summarizes and sorts out the literature and theoretical concepts related to inclusive finance and inclusive finance business marketing at home and abroad;Secondly,the 7Ps theory was used to summarize and analyze the marketing strategy of the inclusive finance business of Y Bank J Branch.Based on the survey results and the actual development of the commercial bank’s inclusive finance business,the problems and specific reasons for the marketing strategy of Y Bank J Branch’s inclusive finance business were identified,including insufficient product competitiveness,high loan interest rates,insufficient personnel service capabilities,and low efficiency of offline loan services,In view of the above problems,the main reasons are that the innovation mechanism is not perfect,the pricing management is not refined,the team construction is not in place,and the business process management is not in place;Finally,corresponding strategy optimization suggestions were given to address the existing problems.In addition,for the implementation guarantee of marketing strategy optimization,relevant guarantee measures were also proposed from aspects such as organizational management,risk management,and financial technology.The research results of this article have certain guiding significance for the marketing of inclusive finance business in Y Bank J Branch,and can also provide reference and reference for other financial institutions such as the banking industry to promote the improvement of inclusive finance business marketing strategies. |
