Research On The Marketing Strategy Of Small Loan Business Of Qingzhen Rural Commercial Ban

In recent years,affected by changes in the financial environment at home and abroad and the development of financial technology,all banking financial institutions are transforming and upgrading in the direction of high-quality development,and the development momentum is rapid.At the same time,with the comprehensive rollout of the rural revitalization strategy,various inclusive financial policies have been rapidly implemented,banks have sunk to seize the market,and competition has become more and more fierce.Studying the marketing strategy of microloan business and improving its competitiveness among county financial institutions has practical guiding significance for Qingzhen Rural Commercial Bank.Based on the combing and analysis of domestic and foreign literature,this paper takes the microloan business of Qingzhen Rural Commercial Bank as the object,adopts the method of questionnaire survey,summarizes its business marketing model,analyzes the problems in the marketing of microloan business with 4P marketing theory as the main line and finds the causes,uses PEST and SWOT tools to analyze its marketing environment,and proposes a marketing strategy optimization plan accordingly.This paper believes that in order to solve the problems existing in the marketing of small loan business of Qingzhen Rural Commercial Bank,it is necessary to launch customized products divided by region and key industries,consider providing pricing preferences for payment collection customers,low-risk high-quality group customers and highquality industries,fundamentally change the concept of employee marketing,strengthen employee incentives,activate stock data at the online channel level to form customer portraits and push them to account managers in real time for precision marketing,and at the same time carry out marketing of surrounding residents with the concept of community banking.The research in this paper is helpful to improve the marketing strategy system of microfinance business,drive the development of retail business,stabilize high-quality customer groups,enhance profitability,and improve competitiveness among county financial institutions.