Research On Inclusive Finance Marketing Strategy For Small And Micro Enterprises In EB Bank S Branch

Inclusive finance was first introduced by the United Nations in International Microfinance Year campaign in 2005.Its original meaning was a financial system that can effectively serve all segments and groups of society.In 2016,the State Council formally defined inclusive finance as: based on the requirements of equal opportunities and sustainable business principles,to provide appropriate and effective financial services to all social strata and groups in need at an affordable cost.To the bank,according to the caliber of the "two increase and two controls" required by the CBRC,inclusive finance mainly refers to small and micro enterprise loans of less than10 million yuan(inclusive).Actively developing inclusive finance for banks is a clear requirement of state agencies and regulators,the demand of the bank's own development and transformation,and an important performance of banks in fulfilling their social responsibilities.Vigorously developing inclusive finance for small and micro enterprises has become the consensus of many commercial banks.However,the current bank's marketing methods for inclusive finance are generally lagging behind,lack of targeted research and have poor marketing effects.The paper mainly talks about the small and micro enterprises' inclusive finance business of EB Bank S Branch.The improvement direction and guarantee measures of the bank's marketing strategy is proposed by analyzing the current situation and problems,which is designed to promote the rapid development of inclusive finance business of S Branch.First of all,I reviewed the related literature and take the 4R theory,which was most suitable,for analyzing the S Branch's marketing strategy of small and micro enterprises inclusive finance.Secondly,I introduced the current situation in the bank and proposed the problems in four aspects: relationship,retrenchment,relevance,and reward.The problems included that the continuity and the depth of the service for small and micro enterprises needed to be strengthened,the development of automated approval products and the application of online loan-to-pay products were slow,account managers were not professional and product portfolio needed to be optimized,lack of systematic service for small and micro enterprises and the average processing cycle of inclusive finance business for small and micro enterprises was too long.Thirdly,by analyzing the external macro environment and micro competition environment that S branch faced,I summarized the external opportunities and threats.Then combined with the advantages and disadvantages of S branch,I conducted SWOT analysis and determined that ST strategy should be adopted.Fourthly,based on the 4R theory,I put forward specific marketing optimization measures from four aspects.They were to establish a service concept centered on small and micro enterprise customers,to accelerate the development of inclusive finance business technological use and make the account manager team to play active marketing roles,to strengthen account manager training to improve their professionalism and optimize the inclusive finance product system,to create a quality service brand for small and micro enterprises and shorten inclusive finance business processing time by Optimizing processes.Finally,guarantee measures were formulated from three aspects: organizational structure,human resources,and technical support to ensure the smooth implementation of marketing strategies.