Research On Marketing Strategies Of Small And Micro Loan Business Of HT Agricultural Commercial Bank

With the continuous development of economy and continuous deepening of financial system reform at the moment,profit of traditional big and medium sized enterprises decreases greatly.Network banks,civil banks and various financial service companies enter competition;our commercial banks face increasingly greater market competition pressure.As a local commercial bank that devotes to serving county economic development,the original marketing concept and ideology of Shandong HT agricultural commercial bank can't keep space with the financial reform,can't deal with the new trend of economic development and is unable to meet the diversified and personalized financial demands of clients.How to find new profit point has become an important subject faced by HT agricultural commercial bank.The market space of small and micro loan business is broad,which provides new opportunity for the development of HT agricultural commercial bank.How to adapt to the competition of financial market,make full use of own advantages,seize the priority of small and micro enterprises credit market and make innovation and adjustment for marketing strategy is of important significance for HT agricultural commercial bank to expand market share and improve competitiveness.This paper takes small and micro loan business of HT agricultural commercial bank as research object,analyzes current macro environment and industry environment through data comparison,further clarifies the position of HT agricultural commercial bank in industry investment and makes SWOT analysis for small and micro loan business;through comparing with existing marketing strategies for small and micro loan business in HT branch of Qishang bank,it summarizes problems existed in marketing strategies for small and micro loan business in HT agricultural commercial bank.Based on this,it makes brief analysis of target market,market segmentation and market positioning of small and micro loan business in HT agricultural commercial bank and proposes improvement strategies with adoption of 7Ps service marketing theory analysis.It develops products meeting different customer demands,innovates products with internet technology and sets up flexible guarantee method;combining practical situation of target clients,it adopts differentiated and accurate interest rate pricing;fully plays the role of small and micro loan specialties,improves marketing capability of business outlets,implements mass marketing,e-commerce marketing and “group credit” and expands marketing channel;on the basis of traditional promotion methods,it strengthens social networking marketing,wechat marketing;expands small and micro loan team,improves business quality of accountmanager and marketing capability;improves appearance and service attitude of staffs and optimizes financial service environment;sets up professional audit team,makes use of external resources and information technology reasonably,implements “one-stop” credit service mode and improves credit processing efficiency.Lastly,it proposes guarantee measures for strengthening the construction of small and micro lean team,setting up effective salary incentive mechanism and improving risk prevention and control ability on the basis of fully play the role of bank staffs.