Research On The Optimization Of QS Bank’s Micro Loan Marketing Strategy

Urban commercial banks are financial organizations that provide convenient financial services for the economic development of their districts and counties based on their development.Continuously expanding the microfinance business has become the main business model of urban commercial banks.With the deepening reform of microfinance finance,major financial institutions have also invested credit funds in the county area,facing the increasingly competitive microfinance market,How urban commercial banks can quickly and stably carry out microfinance business has become the focus of attention of various urban commercial banks.This article takes QS Bank as the research object,deeply analyzes the problems existing in the implementation of small loan business marketing strategies of this urban commercial bank,and proposes corresponding solutions and safeguards.Firstly,based on existing and mature relevant research theories,such as 4P marketing theory,information asymmetry theory,and STP marketing theory,the specific market needs of the small loan business in the districts and counties where QS Bank is located,and problems in the marketing process and optimization suggestions for the farmers,individual businesses,small and micro business owners,and small loan customer managers of the districts and counties where QS Bank is located,as well as the current situation of the small loan business marketing of QS Bank,as well as the problems in the marketing process,are analyzed in detail;Secondly,the article also adopts the literature analysis method and combines the results of comparative analysis method to obtain the microfinance marketing strategies implemented by various financial institutions in the location of QS Bank.The comparative analysis obtains the advantages and disadvantages of the microfinance marketing strategies implemented by QS Bank,and analyzes the market environment of QS Bank’s microfinance business marketing from four dimensions: political,economic,social,and technical,Summarize the existing problems of the marketing strategy implemented by QS Bank;Finally,in view of the problems existing in the marketing strategy of QS Bank’s small loan business,specific optimization plans,countermeasures and suggestions are given.According to the survey and research results,the main problems existing in the formulation and implementation of marketing strategies for QS Bank’s microfinance business include: a single loan product,poor product management flexibility,outdated marketing concepts,bottlenecks in the development of microfinance scale,lack of innovation in business management models,long business processing time,high business operating costs,lack of price advantage in horizontal competition,and lack of labor incentive mechanisms,The enthusiasm of employees is low.Aiming at the problems existing in the process of formulating and implementing marketing strategies,the article uses PEST analysis theory,SWOT analysis theory,and five forces model analysis theory to analyze the internal and external factors faced by QS Bank in detail,and proposes specific plans to optimize marketing strategies from four aspects: product,price,channel,and promotion.The main methods are: enriching product categories,implementing differentiated pricing,strengthening the support role of marketing channels,and increasing promotion efforts.In addition,the article also proposes specific safeguards for the implementation of microfinance marketing strategies: establish a professional microfinance marketing team,strengthen the construction of professional personnel system;Strengthen business training and improve the business operation level of marketing personnel;Optimize internal operating mechanisms and improve internal business processes;Improve the employee evaluation system,strengthen the positive incentive system,clarify the division of functional responsibilities,and improve the level of risk management.