Research On The Marketing Problems And Improving Strategy Of A Small Loan Company In The Financial System Of Science And Technology

Innovation is the driving force of development,with the development of science and technology leading strategy vigorously implement,science and technology enterprises have mushroomed,booming development,but the research and development of science and technology enterprises are in a small scale economy and uncertain characteristics,cause the financing channel is narrow,the chasm between capital chain,seriously restricting the sustainable development of the enterprise.Therefore our government make full use of science and technology united commercial bank financial way,such as a large enterprise with the model of financial innovation service for science and technology enterprises,builds the platform for science and technology enterprises.But these cannot fully meet the needs of science and technology enterprises,many financial firms provide microfinance services preempted market for science and technology enterprises,science and technology enterprises to alleviating the shortage of funds and promote its sustainable development plays an important role.In this paper,on the basis of reading literatures at home and abroad,in-depth understanding of the process of development of microfinance and combined with background of the financial system of science and technology;Combining with the economic structure transformation and upgrade of situation analysis the marketing problems of small loan companies,optimization measures to improve is very necessary.So this article selected in microfinance company of hangzhou city as an example,A company for A small loan business development present situation analysis,in order to through effective marketing measures to improve the small loan company's problems,to promote healthy development of small loan companies.Through the analysis of small loan companies operating environment,analyzed the policy environment,economic environment,customers and the market competition,digging A small loan company marketing management problems: product homogeneity,lack of innovation;Customer needs to grasp,difficult to locate;The team overall quality is not high,liquidity;Marketing channels and insufficient resources integration.Finally proposes specific marketing strategies: innovation microfinance products,implement differentiation competition;Clear market positioning,the implementation of precision marketing;Optimization of talent structure,improve the quality of the team as a whole;Full integration of internal and external resources,broaden the marketing channel.