Research On The Optimization Of Financing Product Strategy Of ZH Commercial Bank For Small And Micro Enterprises Under The Background Of Internet Finance

Due to the shortcomings of small and micro enterprises in terms of enterprise scale and financial standards,their capital application needs in the development process are often rejected by commercial banks.In response to the national policy of supporting the development of small and micro enterprises,commercial banks have launched a variety of small and micro enterprise financing products in order to solve the problem of financing difficulties for small and micro enterprises.At the same time,small and micro enterprise financing business has also become an important component of the business structure of commercial banks.However,in the context of Internet finance,the rapid development of Internet financial products and rapid expansion relying on the advantages of efficient disposal and low cost have made some outstanding financial institutions stand out in the financial market,such as Ant Financial Services and Yixin.In the context of Internet finance,traditional commercial banks are limited by backward technology and insufficient awareness.In recent years,their dominant position in the market for small and micro enterprise financing products is gradually being eroded.If traditional commercial banks want to stabilize their position in the small and micro enterprise financing product market,they need to fully apply Internet technology,integrate online and offline resources,and use digital means to change the strategy of small and micro enterprise financing products.This study takes ZH Commercial Bank as the research object,analyzes the current situation of ZH Commercial Bank’s small and micro enterprise financing product strategy under Internet finance,and uses actual survey data to quantitatively evaluate ZH Commercial Bank’s small and micro enterprise financing product strategy through designing a small and micro enterprise financing product strategy evaluation scheme.The results show that in the context of Internet finance,ZH Commercial Bank has insufficient product portfolio innovation Problems such as too single product service,unclear product positioning guidance,and single product research and development technology;Based on these issues,this study proposes that the strategy optimization of small and micro enterprise financing products should be carried out from four aspects: first,it is necessary to strengthen the innovation of ZH commercial banks’ Internet financial products,and establish a unique product portfolio and product system for ZH commercial banks;The second is to build a diversified online product service system based on the concept of internet finance to meet the diverse service needs of small and micro business owners;Third,ZH commercial banks should use big data technology to guide product positioning,and use customer needs to guide product positioning through sorting and analyzing data;Fourth,ZH commercial banks should strengthen the supply of personnel,funds,and technology,strive to build a smart bank,and provide customers with intelligent,convenient,and efficient financing product services.In the context of Internet finance,traditional commercial banks need to adapt to the development of new technologies and concepts,and integrate them into the financing product strategy of small and micro enterprises.This study takes the financing product strategy of small and micro enterprises of ZH Commercial Bank as the research object,and conducts empirical analysis from the dimensions of product portfolio innovation,product services,product positioning,and product technology.The research results can provide guidance for the optimization of product strategies of small and micro enterprises of ZH Commercial Bank,and also provide a reference for the Internet transformation of similar traditional commercial banks.