Study On Marketing Strategy Of Micro Commercial Loan Business In Jilin Bank

In recent years,In recent years,as the importance of SMEs in the national economy has become more and more important,the major commercial banks have gradually started lending to small and medium-sized enterprises and small and micro enterprises,and some initial achievements have been made.The loan business of small and medium-sized enterprises and small and micro-sized enterprises has gradually become the focus of operation and management of major commercial banks.Therefore,in this context,Jilin Bank launched micro-commercial loan business,the main target group for all the micro-enterprises,which means less capital investment,the vast majority of ownership and management of the full reunification of the ownership of property rights is relatively simple organizational structure Of the operating business or operating entity.The micro-commercial loan business launched by Jilin Bank is mainly a loan product for small and micro enterprises.Therefore,this article regards this business as the research object,combined with marketing theory,through the establishment of effective product marketing strategy,in-depth study of micro-enterprise financial product marketing,enrichment of China's commercial banks SME financial marketing research,in addition,scientific and rational marketing The construction of strategy helps to improve the comprehensive competitiveness of Jilin Bank's financial products and promote the sustainable development of Jilin Bank's financial business,which is of great practical significance.Because the existing research results are all about the research on SME loan product marketing in commercial banks and there is no result on the marketing of micro-enterprise loan business,this article takes this business as the research object.First of all,the research results of loan marketing of domestic and foreign commercial banks And summarizes the current situation and existing problems of the loan business of the SMEs in domestic commercial banks.Then,based on the micro-commercial loan business in Jilin Bank as a specific research object,this paper analyzes the status quo of the development of the Bank of Jilin and the current status of the micro-commercial loan business This paper elaborates and finds out the problems such as the influence of the micro-commercial loan business on the existing institutional redundancy,poor marketing flexibility,insufficient marketing mode,insufficient attention to micro-commercial loan business,serious brain drain,large risk coefficient of micro-commercial loan business and fierce market competition,Then from the policy environment,economic environment,industrial environment,technical environment and its own overview of the internal and external environment of Jilin Bank conducted a detailed analysis and SWOT analysis;then based on the above analysis,combined with existing loan marketing theory,first of all from the market segmentation,Target market selection and Market positioning in three aspects put forward the micro-business loan business marketing strategy,and then from the product strategy,price strategy,channel strategy and marketing strategy put forward the micro-business loan marketing strategy;development in line with Jilin Bank micro-business loan marketing Target marketing strategy and marketing strategy.Finally,in order to ensure the effectiveness of the above strategy implementation,the corresponding implementation and guarantee suggestions are put forward to provide reference value for the development of micro-business loan in Jilin Bank.