Research On Marketing Strategy Of Small And Micro-sized Enterprises’ Finance Business For ICBC Changchun Nandajie Sub-branch

With the rapid development of China’s economy, Small and Micro-sized Enterprises has played a more and more important role, and our country has formulated corresponding policies and has attached great importance to the development of Small and Micro-sized Enterprises. At the same time, financial disintermediation widening the direct financing channels and the large and medium-sized enterprises market has become saturated. With the process of interest rate liberalization, ICBC Changchun Nandajie Sub-branch’s net interest margin continues to be narrowed, which drastically weakens its profitability. Under this background, it is a new direction for ICBC Changchun Nandajie Sub-branch’s structural adjustment and strategy transition to develop Small and Micro-sized Enterprises market. It is also an inevitable choice for the sub-branch bank under the new trend.ICBC Changchun Nandajie Sub-branch, as one of the primary branches, aggressively expanded its range of services, and first to develop Small and Micro-sized Enterprises’ finance business. Launched in the course of business there are some problems such as few kinds of production modalities, bargaining power to be strengthened, unreasonable distribution channel, small promotion efforts, less marketing process linkage, lag concept of marketing personnel. In order to solve these problems, this article start with ICBC Changchun Nandajie Sub-branch’s marketing circumstance, analyzed its macroeconomic and microeconomic circumstances from the aspect of political, economic, social and technological environment, as well as its market competition and enterprises interior environment. On this basis, this paper summed the strengths, weaknesses, opportunities and threats of ICBC Changchun Nandajie Sub-branch.This paper segmented the market and confirmed the target market and market positioning of the sub-branch on the basis of its owe level as well as the conditions. State the viewpoint that the sub-branch should choose the industries with good prospects for development and Small and Micro-sized Enterprises emerging or mature to marketing, and lay the foundation of marketing strategy. After that, the sub-branch’s marketing strategy was analyzed in details on the basis of marketing management theory and practical experience. This article expounded the marketing strategy of the sub-branch in detail refer to the “7Ps” theory from the aspects of product, price, place, promotion, process, people and physical evidence. This paper segmented that on product strategy, the sub-branch should establish and perfect the mechanism of product innovation, combine products to form associative effect, and strengthen the after-sales service of products. The sub-branch should use customer relationship pricing, tiered pricing, and highlight the pricing principles of risk, structure, revenue matching on pricing strategy. We should perfect the layout of the network, plan channel construction from the long-term perspective, set up the information communication channel of the sub-branch, the government and enterprises, operate customer network, and build a platform for customers on placing strategy. The sub-branch should enhance the effectiveness of advertising; grasp the opportunity of public relations promotion and business promotion on promotion strategy. The sub-branch can improve the service quality of the staff by the standardization process, optimize the service flow, monitor and evaluate the effectiveness effectively from the prospect of process strategy. We should give full play to the wisdom of employees, achieve good contact with customers, and make full use of indirect marketing on people strategy. The physical evidence strategy can be optimized from two aspects: the bank site display and the information display. The last part of this paper the implementation guarantee measures, including organizational construction, customer files establishing, evaluation, organization and risk management were brought forward.Hope the research can provide some reference for the Small and Micro-sized Enterprises’ finance business of ICBC Changchun Nandajie Sub-branch.