Research On The Optimization Of Micro-Loan Business Marketing Strategy Of J Branch Of Postal Savings Bank

Since its establishment,PSBC has been adhering to the concept of serving agriculture,rural areas and farmers,small,medium and micro enterprises.In June 2007,Postal Savings Bank successfully issued the first small loan in Chang yuan County,Henan Province.After that,Postal Savings Bank made unremitting efforts to promote the development of small loan business.In March 2022,it ushered in a new milestone--the balance of small loans exceeded1 trillion yuan for the first time.However,due to the increasing number of financial institutions and changes in the market environment,the competition in the small loan business is fierce,and the small loan business of Postal Savings Bank faces difficulties and bottlenecks.Therefore,this thesis focuses on the micro-loan business of J Branch of Postal Savings Bank as the main research object.Firstly,it introduces the general situation of J Branch and the development and marketing status of micro-loan business.Secondly,by means of literature research,comparative analysis,questionnaire and other methods,the main problems existing in the process of micro-loan business marketing of Postal Savings Bank J Branch and the reasons behind the problems are analyzed.At present,the small loan business of Postal Savings Bank J Branch has many problems,such as single and old marketing channels and means,lack of differentiation of small loan products,inflexible pricing and insufficient promotion activities.In order to optimize the marketing strategy,on the one hand,the market segmentation and market positioning of small loans should be carried out.Small loans should not only seize the large commercial loans in the market,but also comply with the rural revitalization to expand small loans to farmers.On the other hand,it is necessary to improve the interest rate pricing level,multi-channel drainage,multi-way promotion,process optimization and other methods,so as to enhance the competitiveness of micro-loan of Postal Savings Bank J Branch.Finally,suggestions are put forward from the aspects of organizational guarantee,digital guarantee,human guarantee and micro-loan risk control guarantee to optimize the implementation of marketing strategies.Through this study,the purpose is to broaden the marketing channels of small loans,consolidate and expand the market share of small loans,improve the competitive advantage of small loans,and promote the sustainable development of small loan business while promoting the continuous service of Postal Savings Bank J Branch for agriculture,rural areas and farmers.Finally,this thesis hopes to provide some reference value for other postal savings banks or financial institutions to carry out small loan marketing.