| Small and micro enterprises and self-employed households are the new force of economic and social development,and have important strategic significance for stabilizing employment,optimizing industrial layout and enhancing the vitality of the market economy.Since the 18 th National Congress of the Communist Party of China,the State Council has issued the opinion to support the healthy development of small and micro enterprises,and JS Bank has also taken the lead in launching the inclusive financial strategy,providing a variety of loan services to small and micro enterprises and individual customers with small business scale,narrow industrial fields,and limited bargaining power,helping enterprises to stabilize capital flow and result transformation,and helping to cultivate emerging enterprises to continuously strengthen their strength.With the synchronous growth of the number and quality of small and micro enterprises,the total business volume of bank loans to small and micro enterprises has also increased significantly,and has become one of the main businesses of bank income.However,the impact of the COVID-19 has made many small and micro enterprises in trouble.The enterprise capital chain is on the verge of breaking,and daily operations are gradually difficult to maintain.As an important pillar of the national economy and the main channel of social employment,small and micro enterprises play an irreplaceable role in social stability and economic growth.To this end,the Central Economic Work Conference has repeatedly stressed that banks should focus on providing financial support for small and micro enterprises and help them to overcome difficulties by reducing the cost of loans.As the epidemic enters the normal prevention and control stage,China’s economic recovery momentum is strong,and many small and micro enterprises are also starting to burst into new vitality.The resumption of work and production requires loans.However,small and micro enterprises are sensitive to the borrowing rate,and banks are more concerned about the existing loans and expected repayment ability of small and micro enterprises.Major commercial banks have also begun to attach importance to and consider how to optimize the marketing strategy of small and micro enterprise loans,so as to be invincible in expanding coverage and improving market share.Capital is one of the most critical factors to determine the sustainable and healthy development of small and micro enterprises.As a grass-roots business outlet,JS Bank XSZ Sub-branch also urgently needs to increase its income by increasing the proportion and balance of small and micro enterprise loans.In this particular situation,how XSZ Sub-branch can take advantage of policy opportunities,optimize marketing strategies,help small and micro enterprises’ capital turnover,and increase the loan amount of small and micro enterprises is the focus of this paper.This paper starts with the current marketing situation of XSZ Sub-branch,uses theoretical analysis,combines practical experience and designs a questionnaire to explore the problems existing in the current marketing strategy.At the same time,it uses Porter’s five forces model and SWOT matrix analysis to comprehensively judge the internal and external marketing environment faced by XSZ Sub-branch.Finally,based on the 7Ps marketing mix theory,it puts forward reasonable suggestions for the sub-branch’s marketing strategy optimization. |
