BJ Microfinance Company Marketing Strategy Research

In recent years, with the rapid development of the market economy, the internal demand of the loan business promoted the vigorous development of small loan companies, which make up the formal financial gap, support small and micro enterprises, "three rural" enterprises and individual entrepreneurship and other aspects.In economically developed Jiangsu Province, since 2009, the gradual rise of the small loan companies in the province, with the rapid development of small loan companies,also encountered a such as financing channels is limited, the risk control system is not perfect, product innovation ability is insufficient and the competitive environment is becoming increasingly fierce.with the gradual relaxation of regulators' control of microfinance companies, the rise of Internet finance and other factors to promote the re-integration of industry resources intensified competition in the industry, the traditional small loan companies to challenge. Selecting a sample analysis from a small company can provide a reference for strategic transformation and marketing strategy for other companies in the industry.This paper takes the BJ small loan company of Nanjing as the research object,and analyzes the marketing environment of BJ small loan company by using the situation analysis method (SWOT), the Porter five force model and the marketing theory. This paper analyzes the problems such as the homogeneity of its marketing activities, the homogeneity with other small loan companies, the lack of interest rate differentiation, the simple sales channels, the simplification of publicity and promotion measures, and the analysis of the core elements of marketing activities by marketing combinatorial theory, Put forward the strategy of flexible marketing, and develop a marketing strategy optimization program. For BJ company, the future can imitate the traditional industry in the North Peasants, Haier Group, Digital China and other companies, through industry associations and independent credit intermediary cooperation, relying on the construction industry and regional advantages, relying on large data means support,In the construction industry upstream and downstream market segments to form a first-mover advantage,give full play to the advantages of small loan company flexibility, product design, price development, marketing channels, promotional tools, etc. to adopt a more flexible combination of marketing strategies, Within the strategic leadership of the small loan company.