| Microfinance refers to a small amount of loans without any collateral, which was originated in the nineteen seventies of Bangladesh, provided for the poor to meet their credit needs. The development of Microfinance has experienced four stages:from the first stage with farmers Microfinance in nineteen seventieth, to the second stage with micro enterprises microfinance in nineteen eighties, then to the third stage with the microfinance aiming at sustainable development and the coverage of microfinance, and now, to the fourth stage where the microfinance with diversified patterns is globally being integrated into the formal financial system gradually. For the Postal Savings Bank of China (PSBC), after its foundation, Small loan is the first loan product, which represented the end of "save-only" history of PSBC. When small loan was first introduced into the loan market by PSBC, there were only few competitors, however, with the access of more and more potential entrants, great changes have taken place in the market’s competitive environment. Thus PSBC encountered an unprecedented bottleneck of the development of small loans. In this case, How to break through this bottleneck of Small Loan’s development and management, and to gain greater market share, is an urgent issue that need to be solved by Deyang branch of PSBC.This paper reviewed the history of Small Loan, presented the present research situation and application field of small loan and loan marketing strategy. Through the analysis of Postal Savings Bank of China’s and Postal Savings Bank of China Deyang branch’s development stage, the internal and external environment of small loans, five competitive forces that small loans faced, and the postal savings bank of China Deyang branch marketing mode and marketing resources and so on, we pointed out advantages and opportunities for the development of PSBC microfinance.Particularly, we have found out the inside and outside reasons which lead to the stagnant development of microfinance in Postal Savings Bank of Deyang branch. Meanwhile, through the analysis of Postal Savings Bank of China Deyang branch’s market segmentation strategy, small loan products target market selection, market positioning strategy, product strategy, price strategy, promotion strategy, channel strategy, we have found out the shortcomings of Postal Savings Bank of China Deyang branch’s small loan market strategy and improvement measures. The questionnaire method, interview method, and the secondary data method are used to collect relative data in this analysis.This thesis consists of four parts:The first chapter is the introduction part, which reviewed the development history of microfinance, stated research methods and significance of this paper, also conducted a literature review of microfinance and microcredit marketing strategy.The second chapter, not only analyzed the postal savings bank branch in Deyang City’s development stages and current marketing tools and resources, but also analyzed Deyang City branch’s small loans’internal and external environment by PEST and SWOT methods, and further more pointed out the five forces encountered Deyang City branch of microfinance in competition.The third chapter is the analysis of the postal savings bank of China Deyang branch’s small loans business marketing strategy. Through the analysis of STP and4PS, we have found out the existing problems of Deyang City branch small laons marketing strategy.The fourth chapter not only introduced the internal and external difficulties Deyang City branch’s microfinance development and management exists, but also proposed optimal measures to improve the marketing strategy based on current resources.In this paper, through the study of the postal savings bank of China Deyang branch small loan’s market strategy, it is expected to improve the China Deyang branch’s marketing management level, and provide reference and guidance for the enterprises and other institutions engaged in microfinance business at the same time. |
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