Research On Credit Marketing Strategy Of Small And Medium-sized And Micro-enterprises In Weihai Bank L Branch

Small and medium-sized enterprises are the backbone of improving people's quality of life,reducing urban unemployment,promoting economic development and social stability,and are the largest basic group in the economy of the new era.Regarding the financing of MSMEs,the state has also issued a series of policies to suppor their development one after another,but the simple policy tilt is not enough,and financial support for the development of MSMEs has become a hot topic in all walks of life.At the same time,the number of commercial banks in the market of our country is increasing day by day,which makes the competition between banks intensify constantly,and the credit business of small and medium-sized enterprises has also developed more and more into the main business types of commercial banks,which promotes the profit of commercial banks to rise.Promote marketing layout,create marketing scene,gradually develop into the major problems faced by the major industries.Taking the basis of summarizing marketing theory and credit theory of small and medium-sized micro-enterprises,this paper analyzes the present development situation of L branch of Weihai bank in the process of developing credit business of small and medium-sized micro-enterprises with good credit record and certain tax scale.On the basis of analyzing the marketing environment by using pest and using SWOT for strategic analysis,this paper explores a set of small and medium-sized enterprise letter suitable for Weihai bank L branch from four aspects:facing customers,improving marketing ability within branch,perfecting pricing strategy and exerting influencer advantage marketing scheme of loan business,and propose safeguard measures from four different dimensions of customer,employe,e,pricing and risk prevention.The conclusion of the study is helpful for enterprises to grasp market opportunities,expand market share,alleviate financing difficulties of SMEs,and help them provide operating funds.