Research On Marketing Strategy Optimization Of Credit Business Of Small And Micro Enterprises Of Gansu Construction Bank

As an important part of the national economy,small and micro businesses are playing an increasingly important role in expanding employment and improving people's livelihood.The party and the state attach great importance to the development of small and micro enterprises.On different occasions,the party has proposed that the financial sector should serve the real economy and support the development of small and micro enterprises.President Xi Jin ping,premier Li Ke qiang also introduced a series of supporting measures for the development of small and micro enterprises.However,in the development process of small and micro enterprises,the problems of financing difficulty and high financing have not been effectively solved.On the one hand,the development of small and micro enterprise credit business by commercial Banks is an important manifestation of the return of finance to its source and the service of the real economy.It is one of the social responsibilities of commercial Banks,especially large state-owned commercial Banks,to infuse the water of finance into small and micro enterprises that need financing most.on the other hand,as China's economy into a "new normal",the traditional support big commercial Banks of high-speed development of major infrastructure investment project is slowing,and represented by small micro enterprise long tail of the emerging contribution to profits of commercial Banks,to develop the small micro enterprise credit business is the commercial Banks to expand the blue ocean.However,problems such as high threshold,low efficiency and single means of credit business for small and micro businesses in traditional commercial Banks have not been substantially improved.This article choose CCB small micro enterprise credit business marketing in Gansu province as the research object,this paper introduces the Gansu construction bank small micro enterprise credit business marketing status quo,compared to peers and CCB in the development of small micro enterprise credit business system,summarizing the existed in the process of marketing products market popularity is low,lack of innovation,unreasonable inaccurate target market selection and so on a series of problems.Tong made a comprehensive analysis of the macro environment,PEST analysis to five model gave an elaborate the industry present situation,SWOT tool after precise analysis for the micro environment,based on theory of STP,small micro enterprises in Gansu province further subdivided market,implement the corresponding localization strategy for different target groups.In target market and the existing problems in marketing,in combination with 7Ps,the long tail theory,corporate social responsibility,customer perceived value theory viewpoint,from product,price,channel,promotion,people,processes,and seven dimensions such as tangible demonstration program planning,marketing strategy is proposed and developed to speed up the talent team construction,strengthen the channel and product innovation,and strengthen the risk management of the implementation of the measures,at the same time from the organization,evaluation and the three aspects such as technology security protection measures are put forward.Through the Gansu construction bank small micro enterprise credit business marketing strategy research,hoping to promote the Gansu construction bank small micro enterprise credit business sustainable and healthy development of the small micro enterprises to forge a Gansu construction bank credit business for a period of time in the present and the future of an important source of profits and CCB development in Gansu province the second curve,at the same time,it has certain reference significance to the Banks including CCB.