Research On The Marketing Strategy Of Microfinance In Bengbu Branch Of Hui Shang Bank Based On 4C Theory

According to the State Administration of industry and commerce,the number of small and micro enterprises in China has exceeded 73 million households.Small and micro enterprises have played an important supporting role in providing employment,creating demand,and promoting sustained and stable growth of the national economy.The state has also paid more attention to the supporting role of financial institutions on small and micro enterprises.From the financing situation of small and micro enterprises in Anhui Province,the development of small and micro enterprises is facing financing difficulties.The local financial institutions,represented by Huishang Bank,have certain comparative advantages in Anhui Province,and provide nearly half the amount of loans for small and micro enterprises.In recent years,Huishang Bank has always adhered to the market orientation of "serving small and medium-sized enterprises",innovating continuously in the marketing and service of small and micro financial products,optimizing services for small and micro businesses,and improving the competitiveness of banks.First of all,the financing problem of small and micro enterprises,the marketing strategy of commercial banks and the financial services of small and micro enterprises to small and micro enterprises have been arranged and analyzed in the three layers.The financing problem of small and micro enterprises has always been the focus of attention.In recent years,there are many researches about the small and micro financial services of small and medium-sized banks,but few researches on the marketing level of commercial banks.The development of small and micro businesses in China is developing rapidly.The importance of Microfinance businesses marketing can not be ignored.Therefore,this paper starts from the bilateral perspective of demand and supply.On the one hand,based on the 4C theory of marketing,the demand,consumption,convenience and communication requirements of small and micro enterprises in Bengbu are investigated and analyzed on the demand side.On the other hand,the current marketing strategy of Microfinance business of Huishang Bank Bengbu Branch is described.Through investigation,local small and micro businesses have diverse needs for financial services,and small and Microfinance services in Bengbu need further improvement.Although the marketing strategy of Huishang Bank has its own characteristics,it still has shortcomings in product supply,pricing mechanism,convenience and two-way communication,and the marketing strategy needs to be optimized.Based on the analysis of the marketing environment of Huishang Bank Bengbu Branch,the article holds that the Huishang Bank has a certain comparative advantage as a local bank.It should optimize the current marketing strategy and improve the competitive advantage of the bank from the perspective of differential marketing.From the perspective of enterprise demand,differentiated products are supplied and innovated to provide financial products with local characteristics.From the cost level of enterprises,the bank should adopt competitive pricing mechanism and reduce costs through cross marketing.From the convenience level,the bank should diversify the marketing channel and differentiate the loan approval according to the credit condition of the enterprise.From the aspect of two-way communication,the bank should build a database of and establish a special feedback mechanism for small and micro enterprise.Based on the business development status of Huishang Bank Bengbu branch,this paper puts forward differentiated marketing strategy on the optimization of Microfinance business marketing strategy.Meanwhile,the article combines theory with research,which has certain value to promote the innovation of commercial banks in Microfinance businesses.