Research On The Marketing Strategy Of The Quick And Easy Posting Business Of Small And Micro Enterprises In Bank Of Communications B Branch

Small and micro enterprises now play an important role in China’s national economy.However,due to the influence and restriction of the traditional system,the financing problems of small and micro enterprises have not been effectively solved for a long time.In recent years,the state has issued a series of policies to promote inclusive financial development and encourage financial institutions to support small and micro enterprises.In the face of changes in market environment,scientific and technological development,fierce market competition and regulatory requirements of various indicators,banks should take on social responsibility,promote business transformation and develop small and micro enterprise financial business.Compared with large and medium-sized enterprises,small and micro enterprises have problems such as small scale,asymmetric information,insufficient collateral and so on,which make it difficult to obtain credit from banks.On this basis,China’s supply chain finance shows a rapid development trend,which urges commercial banks to change their thinking,improve supply chain financial services,and form a competitive advantage.In this paper,we take Bank of communications B branch small and micro enterprise quick discount business as a research case,analyze the business in the local marketing strategy.First of all,it analyzes the macro and micro environment of the quick discount business,and SWOT is used to clarify the development goals.Then it points out that the main problems of marketing are product homogeneity,complicated process and single promotion by using 7Ps service marketing theory.Finally through the choice of target market,it is proposed that bank of communications B branch should seize the opportunity of national policy of vigorously developing Inclusive Finance and supporting small and micro enterprises,give full play to its own scale advantage and scientific and technological strength of service scenario,and develop quick discount business of supply chain through product,pricing,channel,promotion,personnel,type display and process.Through precise marketing,improving service efficiency,expanding marketing channels,enriching promotion methods and other ways,we will increase the guarantee of organization,personnel,resources and other aspects,so that large commercial banks can find a correct market position,give full play to their advantages and improve the marketing level under the background of Inclusive Finance.