Research On Marketing Strategy Optimization Of WF Bank Microfinance Business

Micro enterprises and individual businesses are one of the most active forces in China ’s economy.They are large in number and involve a wide range.They have made great contributions to tax increase and employment promotion.However,due to the high threshold of bank financial products and information asymmetry,this group always had various problems in seeking working capital support,and has been affected by many factors such as the impact of the new coronavirus pneumonia epidemic.Many banks are targeting this segment of the credit market,set up departments engaged in micro-credit business,launched for small customers loan products and extension services.WF Bank also seized this opportunity and launched micro-loan business earlier in the field of urban commercial banks.However,in the context of the involution of the banking industry,the marketing strategy of WF Bank ’s micro-loan business has also exposed certain defects,which restricts the long-term healthy development of the micro-loan business.Therefore,how to inject new growth vitality into the micro-loan business by optimizing the marketing strategy has become a key issue that WF Bank should focus on.First of all,the paper comprehensively clarifies the development track and current situation of the micro-credit business by consulting the literature and materials.At present,the national joint-stock commercial banks and most urban commercial banks have laid out the micro-credit business.In addition,the demand for small customers’ funds has decreased under the economic situation,and the micro-credit business market has changed from a "seller’s market " to a "buyer’s market." The development of micro-credit business of many small and medium-sized urban commercial banks represented by WF Bank has entered a bottleneck stage.Then,taking the marketing strategy of WF Bank’s micro-loan business as the research object,combined with the actual development of WF Bank ’s micro-loan business in Liaocheng area where the author is located,the SWOT analysis method is used to comprehensively analyze the internal and external environment faced by WF Bank’s micro-loan business,and it is found that the increasingly fierce external competition environment has exposed some disadvantages of WF Bank’s micro-loan business in terms of quota interest rate and online business layout.Through the questionnaire survey,it is fully understood that the target customers of the micro-loan business are more inclined to choose the bank credit business with the following characteristics:guarantee-free,low interest rate,fast approval,etc.,as well as the target customers’ suggestions on WF Bank’s micro-loan business in increasing the amount of loans and promoting online credit business.Then combined with 4Ps marketing theory analysis of the current marketing strategy in the product,price,promotion,channels and other aspects of the shortcomings,targeted to strengthen product innovation,to give preferential interest rates and other aspects of optimization proposals.Finally,combined with the actual needs of the bank,from the talent,technology,culture and other aspects of safeguards to ensure that the marketing strategy is optimized to enhance the WF bank micro-credit business market competitiveness,and strive to optimize the implementation of the strategy to a certain extent,to solve the small customer financing difficulties,financing expensive problem.