| Small and micro enterprises are the basic cells of economy and society and the basic members of market players.They play a very important role in promoting labor employment and social and economic development.However,due to their own characteristics,small and micro enterprises generally face problems such as difficult and expensive financing.In recent years,China has gradually increased its support to science and technology enterprises,private enterprises and small and micro enterprises,striving to fundamentally and reduce financing costs and solve the urgent needs of small and micro enterprises effectively.For commercial banks,how to strengthen the financial services of small and micro enterprises and provide solutions for social "pain points",which is a far-reaching research topic to solve the problem of difficult and expensive financing for small and micro enterprises,and at the same time,it uses marketing strategies in the fierce market competition environment to make their own brands occupy a larger market share,obtain more market profits and build core competitiveness.This paper takes the credit products of small and micro enterprises in the business department of Gansu Branch of China Construction Bank as the research object.Based on my years of experience in the basic marketing of bank outlets,and through the use of literature research,data analysis,case study and other research methods,this paper first analyzes the environment in which the credit products of small and micro enterprises in the business department of Gansu Branch of China Construction Bank are located from macro and micro perspectives.At the same time,combined with SWOT analysis method,the advantages,disadvantages,opportunities and threats of credit product marketing for small and micro enterprises in the business department are analyzed deeply,and the current situation and existing problems of credit product marketing for small and micro enterprises in the business department are found.Based on the above analysis,combined with STP analysis and 7Ps marketing mix strategy,this paper puts forward an optimization scheme suitable for the small and micro enterprise credit product marketing strategy of the business department of Gansu Branch of China Construction Bank.Finally,it puts forward safeguard measures for the small and micro enterprise credit marketing strategy from three aspects of human resources,performance evaluation and risk prevention and control.This paper hopes that the proposed marketing strategy plan can improve the decline in the performance of small and micro enterprises’ credit products in the sales department of Gansu Branch of CCB.The research results of this paper have a certain promotion effect on the marketing of credit products for small and micro enterprises in the business department,and can also provide reference experience for other peers. |
