Research On The Expansion Of Marketing Strategies In The Small And Micro Financial Business Of QD Commercial Banks

At present,China has nearly 70 million households Small and micro businesses,accounting for 99%of the number of enterprises,has become an important support for China's sustained and stable growth,but with the world economic downturn,the rise of trade protectionism,China's overall economic transformation represent the general trend of development of small and micro enterprises are facing many difficulties in the development of business Small and micro businesses,financing difficulties,financing expensive is Small and micro businesses most pressing difficulties in many problems,also attaches great importance to the state,in recent years the state has adopted relevant policies to support Small and micro businesses,commercial banks also in response to the call of the country,and actively carry out small and micro financial services,small and micro the enterprise as its target customers,so that small and micro finance business increasingly fierce market competition,commercial banks need for small and micro financial services to design a new marketing strategy to adapt to small and micro finance The needs of business development.This paper selects the small and micro finance business of QD commercial bank as the research object,and carries out the research of marketing strategy.Based on the analysis of domestic and foreign related research literature and on the theory of QD commercial bank small micro finance business development situation analysis,and pointed out that although in recent years the QD commercial bank small micro finance business has developed rapidly,but its marketing also has no effective use of existing small business financial products,business assessment is not comprehensive the lack of differences in the approval process,the construction of the customer managers need to be improved,the reason is due to inadequate publicity and marketing,evaluation system,scientific evaluation system is not reasonable,lack of effective personnel training mechanism etc..Then,we analyze the marketing environment of QD small and micro financial businesses from two aspects:macro and micro aspects,and use EFE model to conduct quantitative analysis of external factors,and make clear that the external factors are bigger than opportunities.The subdivision of QD commercial bank market by STP,target market,clear market positioning itself,on the basis of the combination of design of QD commercial bank small micro finance business marketing strategy,and puts forward the feasible marketing strategy implementation safeguard from the aspect of organization construction,evaluation system etc..Based on the existing QD commercial bank small micro financial services marketing situation,marketing strategy,marketing problems in the competitive market environment analysis,put forward the marketing strategy to expand the comprehensive research,form a complete closed-loop research,its research is more comprehensive and fit QD commercial bank for the actual situation,the small and micro finance business marketing provides practical guidance.This study suggests that the QD commercial bank should respond to national call,and actively expand the small and micro finance business marketing strategy,win more market share in the local small and micro financial market,not only solve the financing problems of Small and micro businesses,but also to promote the healthy development of their own.