Research On The Marketing Strategy Concerning Small And Micro Loans Of Bank Of Zhengzhou

With the continuous financial system reform and interest rate liberalization promotion, commercial banks in China are facing more and more market competition pressure. Same as enterprises, the banks also need to face customers and market changes, and take profit as an important target, therefore, in the face of the competitive situation, commercial banks should continuously strengthen the marketing concept of active marketing and design effective marketing strategy to enlarge their market share and enhance profit.Small and micro enterprises play an important role in China's national economy. There is a great number of small and micro enterprises. This not only can absorb many labors and help the country solve the employment problem, but also becomes an important source of national tax. However, impacted by national economic downturn, the survival situation of small and micro enterprises is worrying. To support the development of small and micro enterprises, the state has released several policies successively to solve financing difficulties for small and micro enterprises.For small and medium joint-stock banks, small and micro loans also bring them new development opportunities, business transformation and new profit point. Compared with the state-owned banks and large joint-stock banks, small and medium banks are weak at bargaining power when face VIP customers, and the profit space is limited. Meanwhile, the small and medium banks are restricted by credit limits, branch authority, cost of capital and etc., so, they don't have competitive advantage in marketing VIP customers. While, financing needs of small and micro enterprises are short-oriented. Through release of small and micro loans, this not only can improve the liquidity of bank credit assets, but also can make the benefits cover costs and risks by reasonable loan pricing to improve the profit of commercial banks.As a local bank in Henan Province, Bank of Zhengzhou takes root in its local economy, deep goes into small and micro enterprises, develops small and micro loans and gains good performance. This thesis adopts the related theories and methods of marketing to make a thorough research of the small and micro loans marketing strategy of Bank of Zhengzhou. Firstly, the thesis sets about two aspects of macro environment and industry competition environment to analyze the small and micro loans marketing environment of Bank of Zhengzhou and shows opportunities and challenges. Secondly, the thesis analyzes the current situation and problems of small and micro loans marketing of Bank of Zhengzhou. Based on this and by the five aspects of STP improvement strategy, product strategy, price strategy, place strategy and promotion strategy, this thesis deep analyzes and puts forward marketing strategy suggestions of Bank of Zhengzhou. Finally, the thesis proposes some measures to ensure the marketing strategy implementation of Bank of Zhengzhou.