Research On Marketing Strategy Of Small And Micro Enterprise Credit Business Of BC Bank XM Branch Under The Background Of Inclusive Finance

Inclusive finance,as a national strategic target,is an inevitable requirement for building a great modern socialist country in an all-round way.In recent years,the state has continued to promote the construction of an inclusive financial system,strengthened the assessment of inclusive financial services,guided commercial banks to deepen financial reform,and practiced the political and popular nature of finance.Small and micro enterprises are the most dynamic market players and have become important customers for commercial banks to develop inclusive finance.As a large state-owned bank,BC Bank XM branch develops small and micro enterprise credit business to fulfill the political responsibility of financial service to the country.However,faced with fierce market competition and greater business development pressure,BC Bank XM branch urgently needs to improve the marketing strategy of small and micro enterprise credit business,so as to enhance the market competitiveness and improve the comprehensive service ability of small and micro enterprises.Ensure the smooth realization of inclusive finance business development targets.Based on the 7P marketing theory,this paper takes XM branch of BC Bank as the research object,firstly introduces the basic situation of BC Bank and the development process of inclusive finance,and analyzes the marketing status of small and micro enterprise credit business of XM branch of BC Bank.Through questionnaire survey and field interview,from the perspective of external small and micro enterprises and the perspective of internal staff,summed up the problems in the sub-branch small and micro enterprises credit business marketing,and through internal data research and peer data comparison,in-depth analysis of the causes of problems in the sub-branch small and micro enterprises credit business marketing;Secondly,PEST analysis model and Porter’s Five forces analysis model are used to analyze the macro-environment and micro-environment of the sub-branch,and SWOT analysis model is used to summarize the advantages,disadvantages,opportunities and threats of small and micro enterprise credit business of the sub-branch.Then STP marketing theory and 7P marketing theory are used to optimize the marketing strategy of small and micro enterprises credit business.Finally,it puts forward the guarantee measures of marketing strategy optimization from four aspects:system,manpower,technology and cost.In order to effectively improve the marketing ability of small and micro enterprise credit business of sub-branch,this paper puts forward comprehensive optimization suggestions on the marketing strategy of small and micro enterprise credit business of sub-branch from the aspects of product,pricing,channel,promotion,personnel,tangible display and process from two aspects of BC bank head branch and sub-branch.It is hoped that through the study of this paper,we can establish a feasible marketing system for small and micro enterprise credit business for BC Bank XM branch,and realize the high-quality development of small and micro enterprise credit business.