Research On The Marketing Strategy Of Small And Micro Enterprise Loan Business Of Dongying Bank

Nowadays,with the rapid development of China’s economy,the reform of the financial system is becoming more and more perfect.The profit growth of traditional large and medium-sized enterprises has declined continuously.Online banks,private small loan companies and financial service companies have also entered the market.As an indispensable member of China’s market economic activities,small and micro enterprises contribute more and more to the increase of economic indicators.However,financing is very difficult and financing cost is the first major problem restricting the development of small and micro enterprises.To this end,the State Council has put forward a series of measures to make the development prospects of small and micro enterprises clear,which also brings new opportunities to the development of banks.At present,the local loan business market of Dongying is not saturated,especially the loan demand of small and micro enterprises is more vigorous.Developing the loan business of small and micro enterprises is of great significance for Dongying bank to occupy the local market share and improve its competitive advantage.As a local small and medium-sized bank serving the real economy,Dongying bank has a slow pace of reform and a traditional business direction,which has been disconnected from the mainstream development ideas of the current commercial banks,and the differentiated loan demand of the market customers can not be met.How to find a new product positioning is a prominent problem in front of Dongying bank.In addition,the small and micro loan business of Dongying bank still has some problems that need to be solved urgently,such as the marketing concept is not clear and consistent,there is no long-term strategic goal and development plan,there is little difference in the interest rate pricing of each loan product,there is no designated interest rate stratification measures,the form of external publicity is more traditional,political and practical.This paper uses the small and micro enterprise loan business of Dongying bank as the research object,mainly uses the research method of SWOT analysis,and studies the small and micro enterprise loan business of Dongying bank from the aspects of internal environment,macro environment,industry environment and SWOT analysis.Thus,the paper summarizes the marketing strategies of the small and micro enterprise loan business of Dongying bank in seven aspects: target orientation,market distribution,products,prices,channels,promotions,people,tangible display and process.For example,Innovate and transform existing products,optimize online,provide more repayment forms and guarantee types,and formulate differentiated customer price;expand marketing channels,diversify channel classification,set up small and micro enterprise loan specialized institutions or set up specialized employees,and improve the marketing ability of our business outlets;focus on increasing based on traditional marketing methods Plus line marketing.Finally,this paper puts forward three guarantee mechanisms: strengthening the construction of small and micro enterprise loan team,establishing effective salary incentive mechanism and improving risk prevention and control ability.