Research On The Marketing Strategy Optimization Of Small And Micro Enterprises Loan In LS Branch Of Postal Savings Bank Of China

Small and micro enterprises(SMEs)are an important part of national economic system.They are the basic force for promoting economic development and social stability.The development of SMEs plays an irreplaceable role in ensuring the healthy growth of the national economy,alleviating employment pressure,and optimizing the economic structure.In county region,SMEs as the most important market subject,their own living conditions determine the level and quality of county economic development.SMEs are restricted by such factors as short life cycle,non-standard operation and management,limited financing guarantee methods,information asymmetry between Banks and enterprises,lack of initiative in financial support of Banks,and inadequate products and services of financial institutions,which lead to financing difficulties.As an important participant in county finance,the LS branch of Postal Savings Bank of China earnestly implements the requirements of the government,adheres to the positioning of serving "agriculture,rural areas and farmers",urban and rural residents and small and medium-sized enterprises,and adheres to the service of the real economy.In the past two years,the loan scale of SMEs has been rising steadily at a growth rate of 10%,and the LS branch has gradually built a unique reputation of small and micro financial services.LS branch makes due contribution to alleviate the financing difficulty and expensive problem of SMEs,and strives to provide more high-quality products and services for SMEs,so as to realize the common development with small and micro enterprises.Through literature research and questionnaire survey,this paper reviews domestic and foreign literature on the current situation of loans for SMEs and the marketing strategies of bank loans,to understand the financing status of SMEs,relevant marketing theories and bank credit marketing strategies.At the same time,from the perspective of postal savings bank institutions,SMEs loans and loan marketing status of LS branch,this paper expounds the loan status of SMEs of LS branch.With the help of SWOT analysis and 4V marketing theory,this paper makes an in-depth analysis of the problems existing in the loan of small and micro enterprises in LS branch.Thus proposes to optimize the loan marketing strategy of SMEs in LS branch by means of locating the differentiated development,broadening the marketing channels,digging the added value of products,improving the comprehensive service function of institutions,and enhancing customer resonance.At the same time,the implementation of the optimization strategy is guaranteed by improving the risk response measures,optimizing the assessment and incentive mechanism,promoting the construction of risk control culture and obtaining the approval right of some loans.This paper can provide some reference for the local commercial banks to support the development of SMEs.