The Marketing Strategy Research Of Anshun Rural Commercial Bank Small And Micro Credit Business

The rapid growth of China’s small,medium and micro enterprises(including individual industrial and commercial households)has greatly promoted China’s economic development and injected new impetus into China’s economy,Micro,small and medium-sized economies have also become the "vanguard" in stimulating domestic demand.Industrial banks have gradually reduced relevant standards,increased assistance to small,medium-sized and micro enterprises and provided them with more credit funds.However,small,medium-sized and micro enterprises are not concentrated and have weak ability to deal with risks,imperfect management system and other characteristics also bring many challenges to the banking industry.Anshun rural commercial bank is one of many small and medium-sized financial institutions in Anshun City.It has continuously explored the credit business of small and medium-sized micro enterprises,and has formed a small and micro credit business system with a certain scale and better small and micro credit business quality by making use of its characteristics of many physical outlets,many staff and good mass base.However,the weak points and weaknesses of the development of msmes are still prominent.In 2020,the pandemic of COVID-19 has "eliminated" many msmes and individual businesses in the early stage of growth.The distribution of Msmes in Anshun is uneven,and traditional catering and tourism occupy a large market.The lack of manufacturing and heavy industry leads to the weak overall economic development of small,medium and micro markets,weak internal system construction of the bank,mixed personnel allocation,sluggish growth of new customers,weak awareness of small and micro credit marketing,single product setting,unable to attract high-quality customers,and true credit technology construction,etc.,which are increasingly prominent contradictions.This paper mainly focuses on the current situation,potential problems,environmental situation and peer situation of small and micro credit business marketing of Anshun rural commercial bank.On this basis,it makes an in-depth analysis,and points out the advantages of the bank’s small and micro credit business,such as high asset quality,good filing and rating basis and flexible product application.The existing problems lie in the lack of continuity of external marketing policies,weak implementation,primary marketing means,internal personnel allocation chaos,fuzzy assessment mechanism,weak market competitiveness of product setting,extensive process design,lack of credit technology and so on.The paper positions the bank’s credit business marketing strategy for small and micro enterprises in:establishing institutionalized integrated marketing policy strategy,consolidating marketing means,combining product innovation with scientific and technological construction,positioning the market precisely and grasping the market strategy;To be specific,professional integrated marketing policies and marketing means should be formulated,and specific content of marketing should be defined.Product innovation,market and technology construction are linked to form brand effect;With product-led integration of data application and system construction,and gradually exploring intelligent online service mode and management mode,anshun Rural Commercial Bank aims to achieve strategic goals and sustainable growth.