Research On Marketing Strategy Optimization Of Credit Business Of Small And Medium-sized Enterprises

After years of efforts by China,national economy has improved steadily,as the most important part of it,small and medium-sized enterprises has become increasingly mature in the manufacture and management,in the country's vigorously advocate and support,more and more banks begin to carry out the implementation of small and medium-sized enterprise credit business as the top priority,this brings a huge potential market for the banks besides the traditional business,and with the more banks joins,the more competition between Banks are increased.At this time,how to improve the business marketing strategy of SMEs is an urgent need for Banks to think about.This paper taking the Nanchang branch of SCB bank as the research object,analyzes the branch's development process and current marketing situation of its SMEs credit business from the perspective of marketing,and then it makes a detailed analysis of the external environment of the bank by using the PEST model,from the political,economic,social and technological perspectives in which the bank is located.In terms of the political environment,the government work report in 2018 mentioned that "efforts should be made to solve the problem of difficult and expensive financing for small and micro businesses." Of eyes are gathered from the Banks to small and medium-sized enterprise credit business,of course,in the long term,due to small and medium-sized enterprise itself has the strong economic activity,with the national policy vigorously support and help,small and medium-sized enterprise credit markets would be more orderly and healthy developed,for the banks,on the other hand,also confirms again stepped up efforts to develop small and medium-sized enterprise customers with no doubt;In terms of economic environment,macroeconomic environment for a smooth and orderly development of small and medium-sized enterprises provides a solid foundation and the safeguard,but under the effect of Covid-19,small and medium-sized enterprises shows very weak on liquidity and ability to resist risk,if failure to return to work effectively in a short time or get enoughfinancial support,a large number of small and medium-sized enterprises will face extinction,and as a result of layoffs for the effect on the stability of the society is incalculable,so,in this special period,support small and medium-sized enterprises,help them to solve the problem of financing is no longer just for the Banks themselves business development point of view,It is a major issue concerning people's livelihood.In terms of social environment,Jiangxi has a complete set of industrial parks and transportation network,which brings great convenience to the development of enterprises.In terms of technical environment,with the support of the Internet and other high-tech technologies,it is possible for Banks to provide customers with faster,faster and safer services.Besides,combined with customer interview and SWOT model of bank credit business strengths,weaknesses,opportunities and threats of system analysis,understand SCB bank,Nanchang branch in small and medium-sized enterprise credit business has advantages and disadvantages coexist,on the one hand,it has advantages of brand,innovation ability and professional,not only is one of the first batch of Shanghai local legal person bank,is also one of the first batch of banks to develop small and medium-sized enterprises credit loan business in China.However,at the same time,its disadvantages are also very prominent,such as single product design,fuzzy price positioning,outdated promotion methods,poor brand promotion and lack of cooperation channels.Based on above,the author respectively formulated the corresponding marketing strategies optimization plan.Although the length of paper is limited and the proposed optimization scheme is yet to be further verified,the author still hopes that the study of this paper can play a positive role in the development of small and medium-sized enterprise credit business in the Nanchang branch of SCB bank,and help its business to improve more firmly and steadily.