Analysis On Marketing Strategy Of Micro-credit Business Of Agricultural And Commercial Bank Of China SC

In recent years,with the rapid development of China’s economy,the accelerated process of interest rate marketization,the increasingly fierce competition in the financial industry,and the continuous development of a large number of emerging industries,the People’s financial needs continue to increase.As an important local financial institution,agricultural and Commercial Bank of SC,whose main business is micro-credit,has suffered a serious impact on its profit level.In view of this,SC agricultural and Commercial Bank should find opportunities,face challenges,and innovate in order to improve the marketing level of micro-credit business and enhance the competitiveness of the enterprise.Based on the research object of SC agricultural and commercial behavior,this paper firstly introduces the background and significance of the research,and expounds the related theories of micro-credit.Then it makes a detailed analysis of the internal and external environment,as well as the advantages,disadvantages,opportunities and threats that the small credit business of agricultural and Commercial Bank of China SC faces,at the same time,through the analysis of the target market,the market position of the agricultural and Commercial Bank of SC is accurate.And using the 4PS theory,from the product,the price,the channel and the Promotion Angle and so on Constructs the SC agricultural and Commercial Bank micro-credit business marketing strategy,as well as realizes these strategies the safeguard,including concept training,optimzing organizational structure,performance evaluation incentive and risk prevention,in order to help SC agricultural and commercial bank improve the marketing capacity of microfinance business,in order to enhance market share and profit level to make an important guarantee,it also lays a solid foundation for its stable development.