Study On Optimization Of Loan Marketing Strategy For Small And Micro Enterprises In Nanchang Branch Of B Bank

As the "cell" of the social economy,small and micro enterprises can keenly sense the changes in market trends and adjust business strategies in a timely manner,playing an indispensable role in the market economy.By the end of 2022,there were 156 million registered market entities nationwide,including 40.39 million small and micro enterprises,which is an important part of the market economy.Due to the limited resources that small and micro enterprises can mobilize,it is difficult to achieve diversified operation or large-scale production,and when faced with operational risks,the ability of enterprises to resist risks is relatively weak,and they are easily affected by changes in the external environment.Therefore,the state attaches great importance to the support of small and micro enterprises,and vigorously develops inclusive finance for small and micro enterprises and individual industrial and commercial enterprises.Commercial banks have also taken the credit business of small and micro enterprises as a new "outlet" and vigorously developed the credit business of small and micro enterprises.Bank B Nanchang Branch is a secondary branch of a large state-owned commercial bank,and in response to national policies and the implementation of the strategic layout of the head office,Bank B Nanchang Branch is gradually shifting its focus to the credit business of small and micro enterprises in recent years.This thesis takes the credit business of small and micro enterprises as the research object,combined with the relevant theories of marketing,and summarizes the marketing strategy of Bank B Nanchang Branch at this stage,and conducts an in-depth analysis of the marketing of credit business of small and micro enterprises,which consists of five parts: first,the introduction,the research background,research significance,research status,research content and methods of the thesis at home and abroad,and paves the way for the subsequent chapters to expand the discussion.The second is the relevant theoretical basis,which defines the relevant concepts in the thesis research and elaborates the relevant theories involved in the marketing of small and micro enterprise credit business.The third is an analysis of the marketing status and problems of small and micro enterprise credit business for B Bank Nanchang Branch,which is elaborated from the general situation of B Bank Nanchang Branch,the development status of small and micro enterprise credit business and the marketing situation.The fourth is the reason analysis of small and micro enterprise credit business problems of B Bank Nanchang Branch,from four aspects of innovation consciousness,pricing,system construction and marketing ability.Finally,the design of the optimization strategy of the credit business of small and micro enterprises of Bank B Nanchang Branch and the safeguard measures for the implementation of the strategy are mainly elaborated from the aspects of system and resources.It is hoped that it will play a positive role in promoting the small and micro enterprise loan business of Bank B Nanchang Branch.