Research On Marketing Strategy Of “Small-sized Enterprise Quick Loan”in FAW Branch Of CCB

As the country increases the pace of inclusive finance,the demand for financing by small and micro enterprises is becoming one of the problems that the society needs to solve urgently.Construction Bank's innovative loan products," Small-sized Enterprise Quick Loan " came into being.This kind of pure credit,all-line,flexible and convenient loan method is indeed a useful tool to help small and micro enterprises to overcome the shortage of funds.“Small-sized Enterprise Quick Loan” has been widely praised by the small business owners who have applied for loans,but there are more small and micro enterprises that meet the loan conditions lacking understanding of this product.How to promote the marketing of “Small-sized Enterprise Quick Loan” has become very important.This article takes the construction bank FAW branch behavior example,carries out the marketing strategy research of “Small-sized Enterprise Quick Loan” products,effectively improves the marketing quality of “Small-sized Enterprise Quick Loan”,and ensures that the audience base of “Smallsized Enterprise Quick Loan” is continuously expanding,thus promoting small The healthy and sustainable development of micro-enterprises also provides reference and reference for the marketing of other new loan products.This paper summarizes the marketing status of Small-sized Enterprise Quick Loan” of China Construction Machinery Bank FAW Sub-branch,mainly from the four aspects of product,price,channel and promotion,and summarizes the existence of “Small-sized Enterprise Quick Loan” in the marketing of FAW branch of CCB.The problems include the difficulty of marketing customers outside the market and the lack of efforts to attract foreign customers.The task can only be digested internally;the layout of the organizational structure is unreasonable,so that the relatively small number of full-time marketing staff is limited to the marketing of branch outlets,which is very passive;The integration of the third-party system with the “new generation” marketing system of CCB is not high enough.The actual commitment of the customer's loanable amount cannot be implemented due to system problems during the issuance process.The marketing process cannot guarantee the final issuance of the loan and reduce the user experience.In response to these problems,the analysis of the marketing environment of “Small-sized Enterprise Quick Loan” in the construction bank FAW Branch is mainly carried out from three aspects: macro marketing concept environment,micro marketing environment and SWOT analysis.The macro marketing environment of the analysis here includes politics.Environment,economic environment,social environment and technical environment;micro-marketing environment includes peers,buyers,internal marketing environment and substitutes;starting from the four elements of advantages,disadvantages,opportunities and threats,the CCB FAW branch is marketing On the basis of the SWOT matrix of “Small-sized Enterprise Quick Loan” products,the marketing strategy of “Small-sized Enterprise Quick Loan” was formulated.Starting from the marketing mix strategy,CCB FAW Sub-branch “small microfast loan” re-marketing and product,price,channel,and promotion strategies in the auto plant area,and formulating safeguard measures for the implementation of marketing strategies,through the establishment of internal and external linkages The marketing team,linkage tax,business and other third parties,the third party to provide a white list to start,upgrade the "new generation" integrated marketing tools,to enhance the reputation of "Small-sized Enterprise Quick Loan",and strive to become a car factory area Brand-name loan products to enhance the status of FAW Subbranch and the downstream enterprises,and to develop more stable strategic cooperation.At the same time,it aims to create new impetus for the financing environment of small and micro enterprises in the automobile factory,and support the steady growth of small and micro enterprises in the automobile factory.