Research On 7P Marketing Strategies Of Sme Credit Business Of Wenzhou Branch Of Bank A

With the rapid development of Internet finance,the traditional financial model is constantly innovating and changing.The innovation and development of marketing strategy of commercial banks is particularly important.In recent years,the idea of Internet finance has been applied to the SME credit business.At the same time,the rapid rise of many Internet Financial platforms has forced some commercial banks to launch innovative technology-based credit business and products in succession,so as to seek the sustainable and stable development of SME credit business.As a traditional state-owned bank,Wenzhou Branch of bank A did not adapt to the changes of financial environment quickly,including the innovation and adjustment of marketing strategy of SME credit business.This makes the resources of SME credit business of Wenzhou Branch of bank A continue to drain,and the overall business development becomes very difficult.Therefore,the transformation and innovation process of the traditional marketing strategy of the SME credit business in Wenzhou Branch of bank A has become very urgent.Based on the current situation that bank A Wenzhou Branch’s SME credit business marketing strategy needs to be innovated and transformed,this paper adopts literature research,qualitative analysis,interview and questionnaire survey and other research methods.Based on the traditional marketing theories of commercial banks,this paper fully analyzes the current situation of SME credit business marketing of bank A Wenzhou Branch and the current trend of this business By using the marketing strategy,we can find the problems and shortcomings in the current marketing strategy,including the various and complex credit products of SME,the high threshold of access,and the lack of directional guiding ideology;the lack of flexibility and intelligence in product interest rate pricing;the single and offline marketing channels;the more traditional forms of product promotion;customer managers and other major marketing Serious personnel loss;marketing environment and equipment need to be updated;business process needs to be optimized,etc.Combined with the characteristics of Internet finance,such as low cost,high efficiency and wide coverage,through PEST and STP analysis of the SME credit business of Wenzhou Branch of bank A,it is determined that the credit rating of Lucheng District,Ouhai District,Longwan District,Yueqing District,Ruian district and Yongjia district is BB-(including)or above medium-sized and small-sized export-oriented SME customer groups as the product market positioning,and finally,from the production In terms of product strategy,price strategy and channel strategy,innovative 7p marketing strategies are constructed and put forward,which are respectively intelligent integration and classification,product strategy focusing on trade financing,differentiated and reasonable pricing strategy,channel strategy of developing and constructing innovation system and platform,all-round novel promotion strategy,fine and efficient personnel strategy,and tangible exhibition of atmosphere creation Display strategy;systematic process strategy.The research of this paper has a certain theoretical contribution to the marketing strategy of SME credit business of commercial banks.The traditional marketing theory of commercial banks integrates the characteristics of Internet finance,and innovates and enriches the research on the application of marketing strategies in the credit granting of small and medium-sized enterprises of commercial banks.At the same time,the paper has some innovative suggestions and practical significance for Wenzhou Branch of bank A to deal with the development of SME credit business under the impact of Internet Finance and to formulate new marketing strategies.It enhances the competitiveness and development momentum of Wenzhou Branch of bank A in the current information age,and constantly develops,wins and stabilizes the credit share of SME in Wenzhou.