Research On Marketing Strategy Of Small And Micro Enterprise Credit Business Of Baoding Branch Of A Bank

Small and micro enterprises play an important role in China's economic development.They play an important role in increasing tax revenue,increasing employment rate,improving residents' life,activating economic market and stabilizing social development.Small and micro enterprises are in a disadvantageous position in terms of credit due to their high operational risk,short life cycle,few credit records and lack of collateral.The development of small and micro enterprises is restricted by "expensive financing and difficult financing".In order to help small and micro enterprises solve the problem of "difficult and expensive financing",so as to activate the domestic market and promote economic development,the state has issued a package of financial policies to support small and micro enterprises.The traditional business market of the banking industry has been a red sea.In order to develop for a long time,the major banks will focus on the development of customers from large enterprises to small and micro enterprises.Baoding Branch of A Bank vigorously develops the business of small and micro enterprises and strives to be a partner in the whole life cycle of small and micro enterprises.We provide comprehensive services for small and micro enterprise customers by taking advantage of network advantages,accumulated customer resources and many subsidiaries.Baoding Branch of A Bank's small and micro enterprise loan business has low interest rate,convenient application and flexible use,and the loan balance ranks first in Baoding city's financial system.However,in the marketing process,there are still some problems,such as the products can not meet the huge market of small and micro enterprises,few channels to obtain customers,and low professional personnel,which restrict the development of loan business of small and micro enterprises.This paper takes the small and micro enterprise loan business of Baoding Branch of A Bank as the research object,uses PEST analysis method and Porter five force analysis method to analyze the macro environment and micro environment respectively,and uses STP theory to analyze the market positioning of small and micro enterprise loan business of Baoding Branch of bank a.By issuing questionnaires to enterprise customers,we can understand thereal needs of customers for loans.From the seven aspects of the process of marketing,expanding the marketing channels,expanding the marketing channels,expanding the marketing channels,expanding the marketing channels,expanding the marketing channels,and strengthening the marketing channels Reasonable suggestions are given in personnel management to improve professional quality.Improving the marketing strategy of small and micro enterprise loan business is conducive to Baoding Branch of A Bank to obtain more shares in the local financial market,and has reference significance for the business development of other commercial banks.