Research On Marketing Strategy Of Small And Micro Enterprise Credit Business Of ZS Bank Zhengzhou Branch

At the beginning of 2020,the outbreak of the new crown epidemic,China’s economy has continued to decline under the impact and impact of the new crown epidemic.Under the market economy system,small and micro enterprises have always been at the low end of the "food chain",and their growth and development are affected by a variety of factors from internal and external,and under the "law of the jungle" of the market economy,they cannot get corresponding resources and opportunities,so that their potential has not been fully explored.As the largest joint-stock commercial bank in China,ZS Bank actively implements the requirements of the national inclusive financial policy and attaches great importance to the credit business of small and micro enterprises.However,in the current fierce competitive environment,each bank at the same time,each do its best,to carry out the marketing of small and micro loans,in this case,how to acquire high-quality customers and increase the proportion of small and micro loan business has become an urgent problem for ZS Bank Zhengzhou Branch.This study takes the behavior research object of ZS Bank Zhengzhou Branch,conducts field research and research on domestic and foreign marketing theories through questionnaires(see appendix for content),starts from the current situation and problems of small and micro enterprise credit business marketing of ZS Bank Zhengzhou Branch,uses macro PESTEL analysis,"five forces model" industry analysis and other tools,based on STP marketing theory and 4Ps theory,explains the external business environment of ZS Bank Zhengzhou Branch,and clarifies the internal resource capacity of ZS Bank Zhengzhou Branch.After interpreting its advantages,disadvantages,opportunities and threats,ZS Bank Zhengzhou Branch designed a set of marketing optimization measures and safeguard measures for small and micro enterprise credit business.Through the application of the above theoretical tools and the analysis of practical problems,ZS Bank Zhengzhou Branch was investigated and demonstrated in detail.Combined with relevant theoretical and practical problems,this paper solves many problems in the marketing of small and micro enterprise credit business of ZS Bank Zhengzhou Branch,and formulates a system strategy for the marketing of small and micro enterprise credit business in the future,which is enough to enable the branch to hope to break through the existing marketing bottleneck,improve the profitability of the branch,and enhance the competitiveness of ZS Bank Zhengzhou Branch in Zhengzhou..