Research On Marketing Strategies Of Small And Micro Enterprises Online Loan Products Of JS Bank XZ Branch Under The Background Of Internet Finance

With the development of new-generation IT technologies such as the Internet,big data,and cloud computing,the Internet format has gradually penetrated into the financial field,and to a certain extent,a seamless link between financial supply and demand has been achieved.The emergence of some Internet finance companies and financial products has brought a certain impact on the bank's small and micro online loan business,but it has also brought opportunities for banks.More and more banks are beginning to develop small and micro enterprise online loan products.As a member of the city commercial bank,JS Bank not only has to face the impact and threats brought by Internet companies such as Alibaba and We Chat in the Internet finance field,but also needs to face the large-scale state-owned banks,joint-stock banks,rural commercial banks,etc.Competition for online loan business of small and micro enterprises.Creating a new business marketing model has not only become an inevitable requirement for the survival and development of JS Bank itself,but also a practical need for small and micro enterprise credit businesses to seek innovation and development.This article studies the marketing strategies of small and micro enterprise online loan products of JS Bank XZ branch.It uses literature research,case analysis,questionnaire survey,interview and other research methods to analyze the small and micro enterprise online loan of JS Bank XZ branch.Based on the internal and external environment of product marketing,competition,demand,etc.,the customer characteristics of small and micro enterprises of XZ branch of JS Bank,the characteristics of online loan products,the status of marketing strategies,the problems of marketing strategies and their reasons are detailed.According to analysis,the current problems of marketing strategies for small and micro enterprises' online loan products of XZ branch of JS Bank are mainly manifested in the fact that there are fewer types of online loan products and fewer customer groups can be covered;the pricing mechanism of online loan products is not perfect;and the investment in new marketing channels is less;Promotional methods are too simple and so on.The main reason is that JS Bank does not subdivide customer groups;the cost of capital is high,and the comprehensive contribution of customers is not considered when pricing;the concept of channel construction that adapts to the Internet's mass customer acquisition;the lack of team building and the use of third-party institutions to diversify Insufficient promotion methods.Finally,combined with the actual situation of the JS Bank XZ branch,based on the positioning of the target customers of the small and micro enterprise online loan products,the JS Bank XZ branch small and micro enterprise online loan was proposed from the four aspects of product strategy,price strategy,channel strategy and promotion strategy.Recommendations for product marketing strategy optimization.