The Research On Small Micro Credit Marketing Tactis Of ICBC S Branch

Small and micro enterprises are an important part of the national economy.They play a very important role in stabilizing growth,expanding employment,promoting innovation and prospering the market.Industrial and Commercial Bank of S branch of ICBC in Liaoning region's largest two branches,over the years,through all kinds of loans,on the regional economic development,has made great contribution to city construction,but for a long time,ICBC S branch of small and micro credit business is still at a relatively low level,as of the end of 2016,the balance of small and micro loans of less than 400 million yuan,seriously restricts the overall development of S branch of ICBC credit business.In the current interest rate market environment,high-quality large and medium-sized enterprises,the project loan interest rates continue to decline,the bank spreads narrowed,causing tremendous pressure on the banks,so the small micro credit market has gradually become an important profit growth point of banks.At present,the small and micro credit market in Shenyang has been occupied by the Construction Bank,Minsheng Bank,Guangdong Development Bank and other major commercial banks.Under this background,the ICBC S branch to the rapid development,adjust and optimize the marketing strategy,open up the situation,to develop small and micro credit market,become the development of credit business,and the whole line of business development of a pressing matter of the moment.This paper first expounds the connotation of small micro credit and marketing and marketing related theories and methods,and then analyzes the external environment and internal environment of ICBC S branch of small and micro credit marketing.On this basis,the development of ICBC S branch of small and micro credit business development STP strategy,clear the ICBC S branch of small and micro credit business target market,and formulate appropriate specific combination marketing strategy.Finally,the marketing strategy,proposed the implementation of security measures,to ensure the smooth implementation of the marketing strategy,and ultimately to the S branch of ICBC open area small and micro credit market quickly to open up new profit growth point for the S branch of ICBC,and make the state-owned big firms contribution to regional economic development.