Research On The Marketing Strategy Of Small And Micro Loan Business Of HB Commercial Banks

Small and micro enterprises have played an important role in China's economic development,boosting the whole country's economic growth.In the last few years,the country has also paid attention to the financing of small and micro enterprises and strongly supports small and micro enterprises at the policy level.However,the problems including “financing difficulties,costly to obtain financing and high financing costs” of small and micro enterprises are still obstacles to steady and long-term development of small and micro enterprises.In addition,the banking interest rates marketization of China's financial industry has heightened competition in the banking industry,which leads to the result that profit maximization has become the ultimate goal of banks,therefore,small and micro enterprises marketing has turned into an important task in the development of the banking system.Recently,based on its own characteristics,HB commercial bank has increased financial support for small and micro enterprises,and won the title of “National Advanced Unit of Small and Micro Enterprise Financial Services”.Despite this,the marketing capabilities of small and micro enterprises are still insufficient under the background of constantly updated environment.At the same time,problems like single marketing mode,imperfect marketing system and poor risk control leading to no outstanding products of HB commercial bank have seriously restricted development and affected scale of small and micro enterprises.In order to solve these problems mentioned,literature analysis,combination of theory with practice and first-hand data analysis method were both used to study and analyze the marketing strategy of HB commercial bank.In the meanwhile,this article also uses SWOT analysis method to analyze strengths and weakness,and uses 4P theory,STP theory combined with the actual situation of HB commercial bank to conduct strategic design for small and micro enterprise loan marketing development---------to strengthen the optimization and promotion of credit products;to strengthen the innovation of convenient products;to use network channels,bank outlets,government platforms,marketing personnel for publicity rationally;to reflect advantages of pricing after customer segmentation;to increase advertising campaign,personnel promotion,and event promotion for the sake of improving customer brand recognition of HB commercial bank.This paper aims to achieve a simultaneous progress in the development of the banking industry and the development of small and micro enterprises by means of increasing the emphasis on small and micro enterprise loan business,improving internal management mechanisms,perfecting risk management systems,elaborately planning marketing and publicity programs and other measures.