| In the past 40 years of reform and opening up,private enterprises,as the backbone of the national economy,have provided vitality and creativity for the orderly development of the Chinese economy.On March 5,2019,Premier Li Keqiang pointed out in the government work report of the Second Session of the 13 th National People's Congress that it is necessary to adhere to the basic economic system,attach importance to the role played by small and medium-sized enterprises,and focus on solving the difficulties they face,through further research.We will formulate tax reductions and fee reductions,simplify industrial and commercial registration procedures,address corporate employee pension insurance and other initiatives,and create cooperation and other policies to alleviate current difficulties and promote high-quality development of the real economy.The development of small and medium-sized enterprises has always received much attention,and both the central and local governments have introduced more supportive policies.In particular,in recent years,its emphasis and support have been deepened,and the support for SMEs' policies has never been seen before.However,due to changes in the domestic and international economic situation,China's SMEs are currently facing more difficulties.Faced with the increasingly severe global economic situation,capital has always been the most critical issue for SMEs.It is urgent and far-reaching to improve the financing quality of SMEs.The development of China's SMEs is much later than that of foreign countries.The problems encountered in the development process have also emerged,but there is always a need for funds.Commercial banks have been affected by the various policies in the early stage of China.They have always regarded large state-owned enterprises and central enterprises as their key service targets,and have paid insufficient attention to the financing needs of small and medium-sized enterprises.Affected by domestic policies and economic situation,various commercial banks gradually shifted their focus to the financing of SMEs.The energy required for commercial banks to adjust their marketing strategies will increase.It is necessary to find a suitable one and have certain characteristics and advantages.In order to make their business competition in the financial field invincible.The research object of this thesis is the S City Branch of the Postal Savings Bank of China.The research content is the marketing strategy of S City Branch lending business of S City Branch.Based on the current situation of SME loan marketing of SCity Branch of Postal Savings Bank of China,this paper combines the PEST analysis method and 7Ps marketing theory in business management to analyze the product strategy and price used in SME business marketing at the current stage.Strategies,promotion strategies,channel strategies,personnel strategies and process strategies are analyzed for strengths and weaknesses,and then the actual situation of the branch and the external economic environment of the city are taken into account,and the strategic positioning of the “inclusive finance and service micro-service” of the Postal Saving Bank of China is emphasized.Provide differentiated financial services.Finally,based on 7Ps,the paper puts forward suggestions on optimizing marketing strategies for credit products,interest rate optimization,market channels,promotion methods,credit process and personnel team.This paper believes that in the current fiercely competitive financial environment,the S City Branch of the Postal Savings Bank of China should be able to achieve leap-forward development of the SME loan business,and optimize and upgrade the current marketing strategy.It is hoped that through the above detailed and detailed recommendations,it can help the S City Branch's SME business development and service level improvement.At the same time,the research results of this topic will also provide reference and guidance for other brothers' branches and commercial banks' SME credit services. |
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