Research On The Marketing Of Small And Micro Enterprise Financing Business Of Bank G Sichuan Branch

From the development of the banking industry,China's commercial banks experienced in 2005-2014 gold ten year growth period,profit growth gradually slowed down in recent years,in the interest rate liberalization,financial disintermediation,the financial impact of the Internet,the choice facing the problem of future business development direction.Small and micro businesses financial business is a strategic business to decide the destiny of the large commercial banks,the development of small and micro finance,not only effectively deal with the financial disintermediation trend,we need to develop new profit growth point,but also to meet the interest rate market tide actively,need to maintain stable net interest margin,more is to strengthen customer base for bank restructuring provide strong support for the development,needs to reflect the commercial banks to fulfill their social responsibility.This paper selects Sichuan branch of G bank small and micro businesses financing business as the research object,firstly introduces the research background and significance,research status at home and abroad,then introduces the definition,characteristics and usage of mainstream marketing theory STP and 4P marketing theory,and SWOT analysis method.Then analyze the environment and analyzes the definition,characteristics,distribution and financing Small and micro businesses,the Sichuan branch of G bank small and micro businesses financing business development opportunities,threats,advantages and disadvantages of the 4 aspects of SWOT analysis,through Small and micro businesses customer market segmentation,determine the target market and market positioning,finally the results of the analysis put forward the G bank Sichuan branch Small and micro businesses financing business marketing strategies,including product,price,channel and promotion strategies in 4 aspects.The key innovation of personalized financing scheme products in product strategy,increase the annual loan system to do the Internet promotion,product replacement;in the price strategy is proposed to implement the specific pricing scheme,skimming pricing,some products increase profits,optimize the adjustment program;the increase in indirect channels in the channel strategy;in the promotion strategy to increase sales to promote the promotion,strengthen Small and micro businesses customer manager team construction,optimize the public relations and advertising strategies.