Research On Optimization Of Marketing Strategy For Small And Micro Enterprise Credit Business Of A Branch Of JS Bank HN

At present,the development of our national economy is slowing down.In order to stabilize the economic growth and solve the pressure of employment,the goverment actively promotes public entrepreneurship and innovation,creating a good environment for the development of small and micro enterprises.Small and micro enterprises are developing rapidly and become an important part of the national economy.However,due to various reasons including financial difficulties,the development of small and micro enterprises has been restricted.In order to promote the development of small and micro enterprises,the Goverment encourages the development of inclusive finance,requiring banks and other financial institutions to increase financial support for small and micro enterprises.Therefore,this article is to research how to better help small and micro enterprises' development by small and micro enterprises credit business marketing.Based on the comparative analysis of the marketing strategies of small and micro enterprises in a branch of JS bank and other goverment-owned commercial banks,it is found that the marketing strategy of small and micro enterprises in HN branch of JS bank has the following weaknesses.For example,the products cannot meet clients' needs;there is a lack of flexibility in pricing,unreasonable layout of the network,imperfect assessment mechanism and high personnel turnover.Also the ability of attracting clients and operation flows are to be strengthened and optimized.What's more,there exists a lack of specialized small and micro enterprise business center and many other issues.Based on this,this paper conducted a survey on the small and micro credit customers of HN branch of JS bank.With the understanding of characteristics of the small and micro enterprise customers of the HN branch of JS bank and that of credit demand,this paper suggests an optimized marketing strategy for HN branch of JS bank from aspects of product,pricing,promotion,channels,personnel,process and physical display.At the same time,credit risks can be prevented by improving system construction,strengthening risk management andmaking full use of big data technology,so as to ensure the implementation of marketing strategies and promote the healthy development of credit business of small and micro enterprises in HN branch of JS bank.The suggested marketing strategy also provides reference for similar financial institutions.