Research On The Optimization Of The Marketing Strategy For The Credit Business Of Small And Micro Enterprises In Qingdao Branch Of ZS Bank

Small and micro enterprises play an important role in promoting economic growth,stabilizing employment and improving people's livelihood.At present,the expensive financing cost,thenarrowfinancing channel,the high financing thresholdand other factors,are restricting the overall growth rate of China's real economy.ZS Bank,as a commercial bank which has won "the best retail bank in the country" many times,has very strong competitiveness in small and micro enterprise credit products and retail talents.However,in recent years,the domestic banking market competition is increasingly fierce,and the major commercial banks are making small and micro enterprise loan business as a new profit growth pointgradually.Facing the new situation,ZS Bank needs to re-examine the credit business marketing strategy of small and micro enterprises in order to meet the challenges of market competition.This paper analyzes the current situation of loan marketing of small and micro enterprises in ZS Bank Qingdao Branch,uses SWOT analysis to analyze the external environment and internal resources of ZS Bank Qingdao branch,makes a strategic matching of the advantages,disadvantages,opportunities and challenges of the bank.At last this paper analyzes the shortcomings of the current marketing strategy of Qingdao branch combining with the 4P marketing theory,formulates an optimization scheme for the marketing strategy of the bank's small and micro enterprises' credit business,and put forward safeguards.At present,while the small and micro enterprise credit business of ZS Bank Qingdao Branch continues to develop rapidly,there are still some problems such as the optimization of management system,the improvement of resource allocation,the strengthening of personnel and the improvement of service concept to be solved.Through SWOT analysis,it is found that the credit business of small and micro enterprises of ZS Bank Qingdao Branch has the advantages of high attention of the whole bank,clear market target,large customer base,high efficiency of examination and approval,etc.,there are also problems such as single product structure,high interest rate pricing and insufficient talent team construction.At the same time,macro policy environment and financial technology innovation have provided broad space for the bank to develop micro-credit business,but the bank also needs to deal with the impact of peer and Internet finance,micro-enterprise credit risk escalation challenges.Through the use of SWOT Matrix for strategic matching,ZS Bank Qingdao Branch should take a proactive SO strategic positioning.Based on the above analysis,this paper puts forward that the current marketing strategy of Qingdao branch of Zs Bank still has many shortcomings from the four dimensions of product,pricing,channel and promotion,,such as single credit product,insufficient flexibility,high interest rate pricing,lack of innovation in marketing channel,weak promotion,not obvious brand effect,etc.,in view of these deficiencies,this paper puts forward the optimization scheme of credit business marketing strategy of small and micro enterprises in ZS Bank Qingdao Branch,and at the same time,puts forward the safeguard measures of implementing the optimization scheme from the aspects of system,resources,personnel,culture.