Research On The Marketing Strategy Of Small And Micro Credit Business Of JZ Rural Credit Cooperatives

In recent years,China’s economy has entered a period of transformation and adjustment,and the financial system has been deepening reform.In the face of multiple factors such as the slowdown in the growth of macro-economic transformation economy,adjustment of industrial structure,marketization of interest rates,financial disintermediation,and intensified horizontal competition,small and micro credit business has become crucial in the development of commercial banks.JZ rural credit cooperatives,as an important local branch of Henan rural credit cooperatives,has an important responsibility to focus on small and micro credit services and develop Inclusive Finance.How to accurately grasp their own differential positioning in the financial system,how to use marketing strategies to play their own advantages,how to use product services to enhance the brand and image of enterprises,etc.,are the focus of the current JZ rural credit cooperatives small and micro credit marketing work.Based on JZ rural credit cooperatives small and micro credit business as the research subject,this paper combines theoretical research and empirical analysis to rethink and research the bank’s small and micro credit marketing concept and strategy.First,it analyzes the existing problems and causes of the problems in the current JZ rural credit cooperatives small and micro credit business marketing.Second,combining the current macro environment and industry environment,it uses SWOT analysis to get the bank’s small and micro credit business Thirdly,according to the market research data,the STP strategy of small and micro credit business of JZ rural credit cooperatives is analyzed and formulated based on the market segmentation,target market selection and target positioning.Finally,combined with the actual situation,the optimization suggestions of marketing mix strategy are put forward from product,price,channel,promotion and service.