Research On The Optimization Of Loan Business Marketing Strategy For Small And Micro Enterprises In City Commercial Bank L

Small and micro enterprises are the most dynamic entities in China’s current national economy,especially playing a very important role in improving people’s livelihood,providing social employment,technological innovation and promoting social and economic development.In recent years,in order to support the development of small and micro enterprises,the government and financial regulatory authorities have issued a series of regulatory policies on the financial services of small and micro enterprises,requiring increased lending to small and micro enterprises to support their development.In order to respond to various government policies,implement regulatory requirements,practice social responsibility and improve business quality and efficiency,It will be of great significance for The future development of city commercial bank L to explore feasible and effective marketing strategies in small and micro enterprise loan business.This paper takes the small and micro enterprise loan business of city commercial bank L as the research object,conducts research and analysis through literature analysis,questionnaire and case analysis.Firstly,it introduces the development status and existing problems of small and micro enterprise loan business of city commercial bank L.Use PEST analytical method to analyze the macro environment of city commercial bank L’s small and micro enterprise loan business.Use SWOT analytical method to analyze the strengths,weaknesses,opportunities and threats of city commercial bank L’s small and micro enterprise loan business,and combined with the actual situation of city commercial bank L’s small and micro loan business,STP theory is used to study market segmentation,target market selection and target market positioning.Finally,the 4Ps theory is used to design the marketing strategy of small and micro enterprise loan business of city commercial bank L,and feasible measures are put forward to achieve the high-quality development of small and micro enterprise loan business of city commercial bank L.