Research On The Loan Marketing Strategy Of Small And Micro Enterprises Of K Rural Credit Cooperative Union

In 2020,the central government proposed to do a solid job in "six stability" and comprehensively implement the task of "six guarantees".The people's livelihood is great.Employment is the foundation of people's livelihood.To ensure employment and people's livelihood,we must stabilize hundreds of millions of market players.And small and micro enterprises contribute 80% of the jobs in China.In 2020,the government will continue to focus on helping enterprises,especially small and micro enterprises and individual businesses.Small and micro enterprises have always been an important driving force for economic development and the main force for employment.The Chinese government has repeatedly issued relevant policies,requiring financial institutions to increase loans to small and micro enterprises to support the small and micro economy.But the loan business of small and micro enterprises has the characteristics of high cost,low profit and high risk.Especially small and micro businesses are affected by the epidemic of novel coronavirus in 2020.As the main force of local financial institutions "supporting agriculture and supporting small enterprises",K rural credit cooperative Union is difficult to expand relevant businesses only by reducing the loan financing cost of small and micro enterprises.How to fulfill social responsibility according to quality and quantity under the premise of ensuring asset quality is the primary concern at present.In this paper,PEST model and SWOT model are used to analyze the macro and micro environment of K rural credit cooperative Union's small and micro enterprise loan business.From the perspective of macro environment,the top level of the country pays high attention to the development of small and micro economy.The Ministry of finance,the State Administration of Taxation,the China Banking and Insurance Regulatory Commission and the People's Bank of China have issued relevant measures to respond to the call of the state and encourage the development of small and micro enterprises.Under the guidance of policies,the situation of small and micro enterprise loans began to change,and more institutions will release more loans at lower interest rates.From the micro perspective,K rural credit cooperative Union has not fully utilized its advantages of multiple outlets and high customer trust,seized the opportunity of policy tilt,and focused on the development of small and micro enterprise loan business.According to the results of the strategic analysis,the paper studies the potential customers to understand the product differences;Investigate the existing customers and evaluate the service quality of K rural credit cooperative Union;Investigate the internal customer managers and analyze the restrictive factors for the development of small and micro enterprise loan business of K rural credit cooperative Union.Through market research,combined with their own work experience,focus on analyzing the development difficulties of small and micro enterprise loan business of K rural credit cooperative Union.The development of small and micro enterprises' loan is restricted by the single product and marketing channel,the unclear salary incentive effect,and the imperfect marketing team.Finally,according to 4P theory,marketing strategy is put forward to help K rural credit cooperative Union fulfill its social responsibility.