Research On The Marketing Strategy Of Inclusive Finance Business Of J Bank Guizhou Branc

In 2015,the State Council issued the "Plan for Promoting the Development of Inclusive Finance(2016-2020)",which clarified the principles and requirements for banking financial institutions to carry out inclusive financial services.Since 2017,the "Government Work Report" has repeatedly emphasized the importance of developing inclusive finance,and has proposed an inclusive financial loan growth target for major state-owned banks for three consecutive years.The government and regulators have issued a number of policies to support the development of inclusive financial services.At the same time,commercial banks have gradually changed their thinking and made the development of inclusive financial services the focus of their strategic transformation.In the fierce market environment of horizontal competition,in view of the weak base of inclusive financial customer base and low proportion of the interbank market of J Bank Guizhou Branch,this article is based on the 4C marketing theory and the marketing status of J Bank Guizhou Branch’s inclusive financial business,analyze the existing problems and reasons,select marketing measures in a targeted manner,and propose marketing strategies and safeguard measures suitable for the inclusive financial business of J Bank Guizhou Branch.The study found:(1)Problems in the marketing of the inclusive financial business of J Bank Guizhou Branch include: basic products do not meet customer needs enough,scene-customized product development is slow,pricing advantage is not obvious,service efficiency has no advantage,physical outlets are less distributed,and customer acquisition channels are traditional.Single,limited communication methods,insufficient precision,and insufficient interaction in marketing activities.(2)Suggestions for the problems in inclusive financial marketing of J Bank Guizhou Branch are as follows: first,1.consumer strategy: aim at customer needs and strengthen technological financial products;second,2.cost strategy: reduce user costs and improve customer acquisition efficiency;3.Convenience strategy: strengthen convenience construction and multi-dimensional channel construction;4.Communication strategy: enrich marketing methods and enhance customer interaction.(3)In order to ensure the smooth promotion of marketing measures,the following safeguard measures are taken: organizational safeguards,including unifying thinking,formulating effective incentive and restraint mechanisms,and optimizing organizational structure.In terms of human resources,it includes strengthening the team building of inclusive account managers,improving the comprehensive service capabilities of account managers,cultivating interdisciplinary technology and financial talents,and improving the employee training and promotion mechanism.In terms of technology support,it includes increasing investment in technology finance and relying on technology finance to do a good job in customer group marketing.In terms of risk control,it includes doing a good job in normalized risk control management,continuously strengthening internal control and compliance management,and doing a good job in risk investigation.The research on the marketing strategy of the inclusive financial business of Bank J Guizhou Branch will help to enhance the market competitiveness of the inclusive financial business of Bank J Guizhou Branch.At the same time,it has certain applicability and reference value for the development of inclusive financial business among peers.In addition,the research in this paper will help the banking industry to better serve inclusive financial customers and provide financial guarantee for the healthy and steady development of the local real economy.