Research On Marketing Strategy Optimization Of Small And Micro Enterprises Credit Products Of Bank J Yancheng Branch

With China’s current economic transition and the gradual open development of the financial sector,the influx of foreign banks into China,as well as the challenges of interest rate marketization and financial disintermediation,have led to a lack of profit growth for many domestic commercial banks And facing the fierce competition and severe test,the transformation is imminent.At the same time,the rapid rise of China’s small and micro enterprises has become the group with the greatest development potential in economic development,but the poor financing channels and high financing costs of small and micro enterprises have greatly restricted their development The development of small and micro enterprise credit business has become the domestic commercial banks to seek their own business transformation and development of the only way.Based on the above background,this paper takes the Yancheng branch of J bank as the research object,adopts the methods of Literature Analysis,questionnaire survey and interview,and combines the theory of differential marketing,service marketing and STP theory This paper focuses on the analysis of the present situation,existing problems and causes of the marketing of micro-credit products of Bank J,Yancheng branch,and holds that the marketing of micro-credit products of Bank J,Yancheng branch mainly exists in the unclear positioning of the products And there are many problems such as the same quality,insufficient marketing process design,and the limited application of credit products.Combined with these problems,further from the macro-environmental impact factors and credit products market demand analysis,and as a basis for data and practical basis.Finally,combined with marketing theory,based on the market segmentation and positioning,the paper puts forward the specific improvement plan,including: design innovative customized product strategy,to enrich the types of credit products for small and micro enterprises,to formulate differentiated loan pricing strategies,to expand diversified marketing channels,to formulate diversified sales promotion methods and to attach importance to service marketing,in this way,we can open up and consolidate the small and micro enterprises credit products market space of Bank J Yancheng branch,which has distinct characteristics and obvious advantages,and strive to enhance the core competitiveness in the competitive market environment.In the course of this research,the focus is on products,pricing,channels and marketing methods.There is a lack of in-depth analysis of pricing strategies and specific service content.Therefore,in the follow-up research,we need to continue to deepen the cultivation of pricing strategies With a view to seek a breakthrough,at the same time,I hope that the study of this paper will provide some reference for the marketing of credit products of financial institutions.