Research On Marketing Strategy Of Small And Micro-sized Enterprises' Credit Business For CCGS Bank NJ Sub-branch

With the development of economics and deepening of our banking system reform,direct financing channels of enterprises have been broadened.Some of the excellent and large companies are less dependent on bank loans.The overall development of the banking sector faces economic slowdown,distribution of deposit,interest rate spreads narrowed,strict supervision,asset quality decline and other unfavourable factors which compel commercial banks adjust their marketing strategy.Under the "new normal",great changes have taken place in the internal and external environment of banking.Banking business development has been restricted and challenged,and customer structures adjustment has been put on the agenda.Small and micro-sized enterprises,as an important basis for national economic and social development,has played an important role in expanding employment,increasing income,improving people's livelihood and promoting taxation.Governments at all levels are aware of the urgency of developing small and micro-sized enterprises,and a series of policies to encourage banks to offer loans to small and micro-sized enterprises has been developed.Small and micro-sized enterprise financial market with its vast potential for future development,provides a new direction and breaks a new path for commercial banks' marketing.It has became an inevitable choice for commercial banks' structural adjustment and strategic transformation.Under the environment that the small and micro-sized enterprise loan business competition increasingly fierce,CCGS Bank NJ Sub-branch is fully aware of the importance of small and micro-sized enterprise loan business marketing and takes the development of small and micro-sized enterprise finance business as a long-term strategy.Using the modern marketing concept and the target marketing theory,this paper analyzes the overall advantages and disadvantages of the sub-branch combined with the actual situation of the CCGS Bank NJ Sub-branch to formulate the direction and strategy of loan business marketing for small and micro-sized enterprises.This paper tries to solve practical problems in the marketing process of small and micro-sized enterprise loans,improve marketing skills of marketing staff,adjust the sub-branch credit customer structure,enhance the market competitiveness of sub-branch,and fulfill the social responsibility of the sub-branch.By analyzing the overall supply and demand of CC region small and micro-sized enterprise loan business market,this paper further clarifies the current situation of small and micro-sized enterprise credit market,providing practical basis and support for the development of marketing strategies for small and micro-sized enterprises.Meanwhile,by market targeting,this paper develops the product strategy,price strategy,place strategy,promotion strategy and public relations strategy for the loan business marketing of small and micro-sized enterprises.The promotion of CCGS Bank NJ Sub-branch marketing concept,marketing organization improving,intensive training,and a complete incentive measures have been realized.This paper draws a conclusion that from the perspective of commercial bank marketing,we should focus on customers,use multi-product and multi-line market-oriented marketing strategy to breakthrough marketing bottleneck,further meet the diversified needs of small and micro-sized enterprises in financial products and services,to improve customer satisfaction and loyalty.While realizing the sustainable development of the loan business of small and micro-sized enterprises,the comprehensive income level and horizontal competition ability of the sub-branch are raised,and in turn,the common development of the bank and the enterprises are realized.It is hoped that the research of this paper can provide CCGS Bank NJ Sub-branch some ideas for the development of the loan business marketing strategy of small and micro-sized enterprises.