Research On LNB Bank's Strategy Of Serving Small And Micro Customers

With the deepening of financial reform,the competition in banking industry is becoming more and more fierce,and the traditional business has been greatly impacted.Local commercial banks with "small and micro customers" as the main target of service are facing difficulties in their operation.On the other hand,under the environment of continuously emphasizing the development of Inclusive Finance at the national level,major commercial banks have also begun to actively develop small and micro businesses.From the point of view of operation and management,small and micro enterprises have high growth value and are the blue sea of rural financial market segmentation.Local commercial banks have "niche advantage" in the small and micro credit market,which can be regarded as an important growth point for long-term stable operation.In addition,the development of Internet technology and the increasingly mature risk control system can provide better service to small and Micro customers for local commercial banks.It provides an opportunity.Under the above background,based on the market segmentation theory and taking LNB bank as the research object,following the logic from general to specific and then to general,this paper demonstrates and tests how LNB Bank successfully implements the "Support for small and micro" strategy through market segmentation and differentiated positioning in the game with competitors and enterprises in the complex and changeable economic environment.On the basis of literature review,comparative study and on-the-spot investigation,with the help of Porter's Five Forces Model and DuPont's analysis,this paper makes an in-depth analysis of the difficulties and causes of local commercial banks' SFSM strategy and the general conditions for overcoming them,and sums up a series of problems in the selection,implementation,deepening and development of SFSM strategy with a case study.The conclusion is as follows :(1)Based on their own business advantages and national policy orientation,in the current complex financial market environment,through market segmentation,service for small and micro customers is the only way for local banks to achieve differentiated competition.(2)If local commercial banks want to overcome the predicament of "serving small and micro customers" and achieve the ultimate goal of "supporting small",they need to have four basic elements: time,environment,products and management,in addition to facing the changes of internal and external environment.(3)Focus on "small" and differential management,we should be customer-centered and achieve precision marketing.At the same time,we should also open up sources and reduce expenditure,taking into account both the cost and benefit.Based on theoretical and empirical analysis,the paper puts forward some countermeasures and suggestions,such as local commercial banks need to combine reality,adhere to the "support for small and micro" positioning,quickly occupy the small micro-market by leading key indicators,strengthening backward supervision and other ways;through strengthening resource co-ordination,speeding up data construction and optimizing the creation mode,etc.Do a good job of credit in the whole village to lay the foundation for the continuous provision of high-quality customers.