Optimization Of Marketing Strategy Of Micro-credit Business Market Of Huishang Bank

In the current era,the trend of financial globalization has been unstoppable,and various financial institutions have been intensifying competition in the market.The speed of development of the industry and the speed of innovation of products are not the same.In this process,the success of brand and product marketing strategies determines whether financial institutions can gain more market share in market competition.To meet this kind of challenge,commercial banks generally need to design their marketing strategies according to the following points: first,to foster strengths and circumvent weaknesses,to develop their advantages,to study market demand,to innovate their own financial products,and secondly to formulate marketing strategies for financial products and promote implementation with innovative eyes.Finally,our goal is to attract more quality customers,increase the value added by our customers,and gain more market profits.In order to achieve this goal,we also need to continuously adjust the product marketing strategy.optimization..As a financial product that various financial institutions have been investing in R&D and promotion in recent years,it is naturally also in accordance with such a marketing development process.In recent years,China has introduced a micro-loan business centered on German IPC technology in China.HS Bank also regards the micro-credit business as the credit product promoted in recent years,and its business scope is mainly oriented to the small and micro credit market.The business has the characteristics of small credit amount,flexible guarantee method,convenient application for credit,and low entry threshold.However,after two years of development,the marketing status of micro-credit business in Anqing is in a slower growth situation.Marketing strategy to promote the development of micro-credit business should become the focus of future attention of HS Bank Anqing Branch.This paper first introduces the background and significance of researching the marketing strategy of micro-loan business,and then sorts out related domestic and foreign literatures and periodicals before proposing the ideas and methods of research.In order to make the analysis of the latter text rational,the article is also on the market.The marketing environment theory,4Ps theory and STP theory were introduced.Before the theoretical analysis,the development of China's small and micro credit market in recent years was described.Then,based on the relevant theory,the HS Bank micro-credit business was introduced and introduced through marketing.Environmental theory analyzes the macro and micro marketing environment of the optimized micro-credit business area;then collects data and information from the marketing of the micro-loan business of Anqing HS Bank through the survey of two dimensions of real customers and target customers,and collates relevant data,After the information,the current marketing strategy of the micro-loan business was described,and the problems of the product characteristics of the micro-credit business' s current marketing strategy were not prominent,the price advantage was not exerted,and there was still a large adjustment space for promotion and distribution channels;According to the marketing status and marketing strategy of HS Bank micro-credit business The existing problems,combined with 4Ps theory and STP theory,propose marketing strategy optimization suggestions and formulate marketing strategies for products,pricing,channels and promotion for micro-credit business,including strengthening brand building,formulating differential price strategies,and strengthening Online channel construction,development of relationship promotion strategies and marketing strategy recommendations for market segments,etc.,and finally draw relevant research conclusions.