Research And Optimization On Marketing Strategy Of A Guarantee Corporation

Guarantee industry started relatively late in China.In recent years,the state policy has given strong support and continuously improved the credit guarantee system for SMEs.However,the main problems are the poor profitability of the guarantee company,the low credit quota in the bank and the weak marketing ability.There are still some problems in the construction of social credit system in our country,such as low credit,low management level and imperfect internal system.Accordingly,as the service provider of small and medium-sized enterprises,guarantee companies need to face the specific sales pressure,how to find a good guarantee target,how to better identify project risks in marketing activities,are the problems that guarantee companies need to face in the marketing side.At present,the marketing management level of guarantee companies is still relatively backward.The general emphasis is to excavate and maintain the cooperative relationship with bankers.The business partners are relatively single and highly dependent.Especially in recent years,the tightening of bank funds has raised the threshold and requirements for cooperation with guarantee companies,and many guarantee companies have temporarily fallen into the predicament of unable to carry out operations.Traditional financial industry,such as banks,insurance,securities firms and other long-term development,management system is relatively standardized,marketing management has a sound management system;at the same time,domestic and foreign scholars,experts have a more in-depth study and analysis of this,traditional financial institutions have a better theoretical basis for guidance.But the guarantee industry in China is still in the developing stage,from national policy,business model to social cognition are in a relatively vague period,not to mention the marketing theory of guarantee companies.By introducing STP theory,4P theory,service marketing theory,4C theory and other marketing theories,and combining domestic and foreign marketing theory research results,A guarantee company's marketing status quo,through data,PEST theory and other ways to analyze,find out the existing marketing problems.Then according to the 4C theory put forward to improve the marketing strategy of the relevant opinions,and put forward specific marketing strategy implementation safeguards.The innovation of the research lies in: analyzing the marketing status of A guarantee company by means of PEST and quantitative analysis of data,finding out the problems existing in the marketing activities of A guarantee company by combining with 4C theory,and putting forward the marketing strategy and corresponding safeguard measures to suit the marketing environment of A charge company.The inadequacy of this paper lies in the fact that due to the insufficiency of practical operation and textual data,coupled with inadequate research time after work,many problems are not thorough enough.