Research On The Relationship Financing Marketing Strategy Of P Company Under The Background Of Inclusive Finance

In recent years,with small and micro enterprises playing an irreplaceable role in gross national product,taxation and employment,China has continuously attached great importance to the development of small and micro enterprises.The country has continuously promoted the development of inclusive finance and improved inclusive finance.The balance of inclusive small and micro loans in China has increased year by year.However,the outbreak of COVID-19 has seriously slowed down a series of problems such as the operation and development of small and micro enterprises,the huge limitation of enterprise capital flow,and the increase in the overdue rate caused by financing and repayment pressure.Under the background of the serious negative impact of the epidemic on the macroeconomic environment,the overall liquidity of financial markets is tightening,and the financing policies of financial institutions will be more prudent to further raise the lending threshold.However,due to information asymmetry,some enterprises with repayment ability are also excluded,small and micro enterprises.The financing environment is once again caught in a dilemma of financing difficulties and expensive financing.In this case,relational financing provides new ideas for the financing situation of small and micro enterprises.Unlike the previous "distance financing" that only focuses on the "hard information" of customers,relationship financing focuses on information that can reflect the real repayment ability of customers,which is called "soft information".Compared with hard information,soft information responds more accurately to the operation of the enterprise.The enterprise maintains a long-term relationship with financial institutions for financing,and it is easier to obtain loans to maintain normal business order.In view of this,this thesis combines relational financing theory with 7P marketing theory to explore the feasibility and strategy of relational financing to support small,medium and micro enterprises.First of all,on the basis of sorting out the research on relationship financing by scholars at home and abroad,this thesis first summarizes the current situation of relationship financing of Company P,and then combines the current situation of relationship financing business marketing of Company P,and then finds the most relevant 7P marketing factors in different periods of customer relations according to the life cycle of customer relations,based on The establishment,maintenance and improvement of the department and the corresponding model design questionnaire of the 7P marketing combination factor to find out the problems existing in the relationship financing marketing process of the P company:there is weak contact between car e-loan and customers in the establishment of the relationship,the difficulty of credit loan and car e-loan products to meet the needs of relationship financing customers,and home e-loan product update.Slow,the professionalism of relationship financiers and low enthusiasm of relationship financing agents;in the maintenance of the relationship,there are problems that the price of credit loans and home e-loans is relatively high,the lack of competitive advantage of car e-loans,the cost performance of home e-loans is relatively low,and the application process is complex;there are problems in the promotion content of not rich and delayed in the relationship.The long repayment period and on-demand repayment promotion are not novel enough,the interest rate reduction preferences in the industry are not strong enough,the financing information is not rich enough,and the explanation of the financing contract is not clear enough.Finally,the author analyzes the reasons for the above problems and puts forward targeted optimization suggestions:increase product richness and build diplomatic relations in the establishment of relationships.Stream interactive platform,improve the "soft information" evaluation mechanism,organize online Q&A training,and create a good loan referral atmosphere;in the maintenance of the relationship,you can refer to the competitive pricing method,increase product publicity,and establish a one-on-one long-term follow-up service mechanism;in the promotion of the relationship,formulate personalized promotion plan,increase customer service,Establish a financing case sharing platform.Through the above contents,the research conclusions and shortcomings of this article are listed,which confirms the feasibility of relationship financing to support small and micro entrepreneurs.I hope that this study can provide a reference basis for financial institutions to carry out relational financing business and play a certain role in promoting the development of inclusive finance in China.