Research On Marketing Strategy Of Small And Micro Enterprise Loan Business Of Y Bank Hebei Branch

Small and micro enterprises play a very important role in China’s economic construction and are a very important new force.The small and micro businesses indelible importance is attached to the development of private enterprises and small and micro enterprises.The general secretary Xi Jinping has repeatedly stressed that to support the development of private economy,it is pointed out that the historical contribution of the private economy can not be obliterated.The role of the private economy is allow all doubt to be played.We must adhere to the "two unwavering",and create a better legal environment and business environment for private enterprises.Under the current situation,major banks have adjusted their credit policies for small and micro enterprises,increased their investment in loans for small and micro enterprises,implemented "two unshakable" by changing their own product policies,improving the level of science and technology,and cooperating with the platform,so as to achieve common and healthy development with small and micro enterprises.In recent years,bank Y has been conscientiously implementing the decision-making and deployment of the Party Central Committee and the State Council and the requirements of relevant departments,adhering to the positioning of "serving the community,serving the small and medium-sized enterprises,and serving the agriculture,rural areas and farmers".As a first-class branch,bank Y Hebei Branch,has always focused on serving the real economy and small and micro enterprises,and has done its best to alleviate the financing difficulties of small and micro enterprises power.However,the lack of innovation ability,complex approval process and lack of experience of personnel still restrict its customers and development.In order to solve the above problems,this paper uses literature research,comparative analysis,model analysis and interview to analyze the marketing strategies adopted by bank Y Hebei Branch,and then proposes that there are some problems in the loan business of small and micro enterprises of bank Y,such as imperfect product homogenization pricing system,single marketing channel,personnel capacity to be improved and approval process Complicated problems.Based on the analysis of external environment and SWOT,this paper designs themarketing strategy of small and micro enterprise loan business of bank Y Hebei branch by using STP theory and 7p theory,and puts forward the marketing strategy in terms of product,channel,price,personnel and process,which strengthens the marketing ability of bank Y Hebei branch,and also provides the marketing strategy for small and micro enterprise business of other domestic commercial banks The reference direction and content are given.Finally,the paper puts forward some measures to realize the steady development of small and micro enterprise loan business of bank Y Hebei Branch,through improving the internal system,doing a good job in internal technical support,strengthening internal control and risk management,which has certain practical significance and research value.