Research On The Optimization Of Marketing Strategy For Small And Micro Enterprise Loan Business Of MS Bank Guiyang Branc

As the mainstay of China’s national economy and social development,micro and small enterprises play an important role in taxation,promoting innovation and economic growth,absorbing employment and many other aspects.At present,the difficulty of financing and the high cost of financing for micro and small enterprises have become the main problems hindering their development.Increasing financial support for micro and small enterprises is a requirement for commercial banks to fulfil their social responsibility,close banking and government relations and build a good social image.As a result of the epidemic and the global economic environment in the past few years,the business situation of small and micro enterprises has continued to deteriorate.The Central Bank has introduced various monetary and financing credit policy tools to guide financial institutions to effectively strengthen and improve financial services,increase support for private small and micro enterprises and further solve the financing problems of private small and micro enterprises.Major banks have also brought the issue of financing for small and micro enterprises to a new strategic level and increased their lending to small and micro enterprises.As the first national joint-stock commercial bank initiated by private capital,MS Bank’s "micro and small finance" was once its shining golden sign.MS Bank was the first bank in the domestic banking industry to promote micro and small business,providing a package of financial services,including fast financing,for small and medium-sized enterprises,individual entrepreneurs and so on.Due to the entry of various banks into the MSME loan market,competition has become increasingly fierce,coupled with the downward pressure of the economy.the growth rate of MS MSME loan business lending in Guizhou has become slower.In this paper,we analyse the current situation of MS Bank’s internal and external environment under the current economic background,compare the current situation of marketing of MSME loan business of other banks in the same region,and study MS Bank’s marketing strategy by applying 7PS theory and STP theory.Then investigate and interview the current situation of small and micro enterprises in Guiyang,the main marketing area of MS Bank in Guizhou,and compare and analyse the problems and reasons that have led to the slowdown of MS Bank’s loan growth in recent years.Propose optimisation strategies and safeguard measures.Provides ideas for MS Bank’s marketing strategy for small and micro loans,with strong guidance.Then,based on the successful experience of domestic and foreign commercial banks,combined with its own actual situation,a reasonable and effective marketing strategy is formulated and implemented to maximise profits.Finally,safeguards are put forward to ensure that the marketing effect achieves the expected purpose,so that MS Bank’s micro and small loans volume continues to increase and profitability is enhanced.It is hoped that this will serve as a reference for the development of micro and small credit for other banks in China.