| As a pillar industry of the national economy,finance has played a great role in promoting the development of the real economy.However,the frequent outbreaks of financial crises have also revealed the inherent flaws of the current international financial system,which has increased the division between the rich and the poor and made financing difficult for small and medium-sized enterprises.As an important part of the inclusive financial system,commercial banks continuously innovate their own business,products and services,which is necessary to promote inclusive finance and facilitate their own transformation and improve their own development.The traditional business model can no longer meet the current stage of inclusive finance customer groups,and the transformation of commercial banks is imminent.Improving their competitiveness and achieving sustainable development in the complex and changing market competition environment is a strategic issue that always needs to be focused on.Bank C,as one of the national commercial banks,upholds the concept of "customer-centered" and takes the lead in launching inclusive financial services among similar banks,creating a more portable and efficient inclusive financial development model compared with traditional inclusive financial services.Based on the current marketing situation of inclusive finance business of Bank C,the main problems in the marketing of inclusive finance business are identified through case studies: insufficient detail in inclusive finance business,resulting in low customer stickiness of micro and small enterprises;no flexible pricing authority;lack of real-time analysis and diagnosis of customer service system;and narrow customer acquisition channels due to insufficient customer coverage.In this regard,this paper improves the marketing strategy of C Bank’s inclusive finance business from the "4P" marketing theory,including: enriching product promotion methods and using digital technology to promote inclusive finance business;developing differentiated pricing strategies to achieve "long tail The bank has also developed differentiated pricing strategies to achieve efficient operation of"long-tail" customers;continuously innovated inclusive financial products oriented to customer needs;and continuously optimized inclusive financial service channels to improve customer service.Finally,we propose C Bank’s inclusive financial marketing guarantee measures from three aspects: information technology,marketing talent training system,and assessment incentives,which are specifically manifested as: innovating customer potential evaluation system;Improve the training,reward and punishment,and promotion mechanisms for marketing talents;Establish a business accountability and tolerance mechanism.To ensure the smooth implementation of the marketing strategy improvement of inclusive finance,so that inclusive finance business truly benefits more groups. |
