Research On Marketing Strategy Of Small And Micro Enterprises-loan Of Jingdezhen Branch Of ZS Bank

Small and micro enterprises are the main driving force to promote China's economic development,contributing a large part of Chinese GDP,employment and tax revenue.However,due to poor qualifications,non-standard management,bank-loan policy restrictions and so on,small and micro enterprises generally face financing difficulties and high financing costs.What is more,steady and long term developmengt is embarrassed.In recent years,China has come up with a series of policies from inclusive finance to tax relief and so on to vigorously support the growth of small and micro enterprises.Meanwhile,banking marketization of interest rate and financial disintermediation have heightened the competition among financial market.Small and micro business-loan has become the main battlefield for commercial banks to expand asset business.ZS Bank has been awarded the "All-Best Retail Bank" for eight times and has good competitiveness in products and human resources.Based on STP marketing theory and 7P marketing theory,this paper studies the marketing strategy of small and micro business-loan of Jingdezhen Branch ZS Bank through legal research,data analysis and marketing investigation.However,due to the short establishment time of Jingdezhen Branch,in the current macro marketing environment and industry competition environment,ZS Bank has some room for improvement in its human resources management,performance appraisal and product strategy,which leads to the lag of small and micro business-loan development.In order to actively solve the above problems and improve the current development status of Jingdezhen Branch of ZS Bank,this paper puts forward the intensive strategy design for the development of small and micro businesses-loan of Jingdezhen Branch,including strengthening the promotion of credit products,innovating the product mix of mortgage loans,liberalizing part pricing authority of loan interest rates,accelerating cooperation with the third parties to attract customers in batches,integrating marketing communication channels,and strengthening the employees care,deepen service transformation,etc.Then we can realize the rapid and healthy development of ZS bank's small and micro business-loan by strengthening the marketing team,optimizing performance appraisal,improving internal management,improving risk-control level,ultimately,achieving win-win situation between banks and enterprises.