| With the rapid development of the financial industry,small loans have gradually developed from the initial supportive loans to commercial loans.After nearly 30 years of development,especially since the pilot project of small loan companies in China was launched in 2008,small loan companies have entered the road of market-oriented development.Small loan companies also occupy a place in the financing market due to their flexibility and convenience.In this paper,the case study of Tefa Microfinance Company is carried out,and the marketing status of Tefa Microfinance Company is analyzed by questionnaire,quantitative and qualitative analysis.The problems of single product,serious homogenization,single sales channel and lack of experience of marketing personnel are analyzed.PEST analysis model,SWOT tool and Porter’s five forces competition model are used to analyze the internal and external marketing environment.Based on that,the model optimizes the STP strategy of the company’s credit business,repositions the market,analyzes the customer group,and positions the target market.At the same time,under the guidance of 7Ps marketing theory,from the perspective of giving full play to its own professionalism and flexibility,optimize the marketing mix strategy in the aspects of designing new products to meet the needs,building a more effective and real-time process,and strengthening post loan communication.In addition,this paper studies the guarantee of the implementation of marketing strategy,designs the human resources,risk control,information technology and corporate culture,and provides the guarantee measures for the implementation.In this paper,through in-depth study of the case of small loan companies,put forward some Suggestions to guide the current small loan companies to carry out market positioning and develop marketing strategies,which will help small loan companies to improve their marketing strategies and enhance their competitiveness.At the same time,it also provides some reference for other enterprises. |
