The Research On Credit Marketing Strategy Of Small And Medium Enterprise For F Rural Commercial Bank

Faced with continued downward pressure of China’s economic growth,small and micro enterprises,as an significance part in the national economy,are constrained by the rising loan risk and enormous financing difficulties,it is tough to achieve sustainable development.How to effectively carry on small and micro enterprises credit business and promote the sound development of small and micro businesses has become an important research topic.Taking F Rural Commercial Bank as the research object,its marketing optimization problems are studied in five steps in this paper.Firstly,the main research content and conclusions about credit marketing are mastered through the literature review at home and abroad.Secondly,the theoretical basis is built based on the inductive features of credit marketing.Thirdly,the marketing issues of F Rural Commercial Bank are summarized from the product,price,channel and promotion,according to the internal and external environment analysis.Then,the target market is set using the STP analysis.Finally,marketing optimization strategy for credit marketing of F Rural Commercial Bank,which consist of product,price,channel and promotion.After the comprehensive application of literature review,investigation and model analysis and other methods,the main conclusions are obtained as follow.Firstly,F commercial banks of small micro-enterprise credit marketing problems are reflected in the product is still the traditional asset business-based,the use of a more single product;price lack of autonomy and flexibility;channels mainly rely on physical physical network,non-physical network marketing Weak;less investment promotion,lack of combination of ways,did not reflect the overall effect.The reason is that the micro-enterprise credit is high cost;the approval process is complex and the cycle is long;the existing assessment mechanism can not form an effective incentive;and the marketing team’s risk concerns.Secondly,F commercial banks to carry out the advantages of small micro-enterprise credit is a good customer base,a strong sense of banking service marketing,and strict credit risk management;the disadvantage lies in the lack of perfect marketing channels,the lack of effective assessment evaluation incentives,and lack of small micro-credit Personnel professional ability.Although the impact of new financial institutions and the deterioration of the customer environment,but the macroeconomic fundamentals are good,and the Internet to promote the development of small micro-business,micro-enterprise credit marketing market to take SO development strategy.Thirdly,F commercial bank small micro-enterprise credit market segmentation mainly consider the size of enterprises,industry types and business life cycle,the target market focused on the credit rating of the scale of enterprises;focus on the regional development of key industries chain enterprises;key service growth period And mature small business.Combined with the F Agricultural Bank of the market positioning,small micro-enterprise credit market positioning performance for the business district and industrial park as the representative of the professional market characteristics,as well as around the local characteristics of the three rural resources and business structure of the three rural characteristics.Finally,F commercial bank small micro-enterprise credit marketing optimization in product focus on product innovation and differentiation of product mix;the price of the establishment of sub-products,departments,customers for the accounting mechanism of differentiated pricing system;channel based business hall to carry out position marketing,based Business hall,to carry out position marketing,to carry out the supply chain on the downstream and marketing,through the referral of customers through accurate marketing,improve the non-physical intangible distribution channels;promotions should be a variety of promotional tools,and highlight the differences in the promotion.In the implementation process,pay attention to innovation through the mechanism to protect the diversification of product design and pricing flexibility;through the development of professional marketing team to expand marketing channels;strengthen risk control management to promote the stability of credit marketing.The innovation of this paper might be described that,it summarizes the market characteristics of credit marketing to small and micro enterprises,and builds a 4P analysis framework integrating external environment with target market.Based on this framework,a comprehensive and proposed optimization strategy for credit marketing to small and micro enterprises are put forward.