Research On Loan Marketing Strategy Optimization Of Small And Micro Enterprises In NJ Branch Of A Bank

In recent years,the COVID-19 pandemic and the volatile international situation have caused simultaneous fluctuations in the financial market,but China has been strengthening prevention and effective control measures,which have ensured steady economic development.But the impact of COVID-19 and instability goes far beyond that.The central government has also issued a series of new policies to deepen financial services for small and micro businesses.From January 1,2022,the extension support Tool for Inclusive Small and micro Business Loans and the Credit Support Program for Inclusive Small and micro Business loans will be implemented.Therefore,providing good financial support for small and micro enterprises can not only reflect the social responsibility of commercial banks,but also stand out in the context of financial disintermediation and interest rate liberalization of large enterprises.Because the number of small and micro enterprises in the whole market is very large,accounting for more than 90% of all enterprises,therefore,banks have to face up to the loan benefits of small and micro enterprises.In addition to the stronger bargaining power of banks,more and more banks develop the business of small and micro loans,the industry competition is gradually fierce.In this context,modern marketing theory can be applied to small and micro business loans.Such research can improve the utilization efficiency of small and micro business loans,promote the operation and development of the banking industry,improve the rate of return on loans,help small and micro business production and operation,and promote the steady and upward development of the overall social economy.This paper takes the marketing of small and micro business loan business of NJ Branch of A Bank as the research object.By means of marketing environment analysis and questionnaire survey,objective data and my work experience are used to analyze the loan business problems of small and micro enterprises in NJ Branch,and 7Ps is adopted to provide more accurate marketing strategy optimization scheme for NJ Branch.Through the PEST analysis,SWOT,porter five analysis to the NJ Branch,little macro to micro,the micro loan of marketing environment analysis,and adopts questionnaire method,detailed analysis of small micro enterprise loan demand,small micro enterprise view of NJ branch small micro enterprise loan business,finally extracted NJ Branch of A Bank the main problems of small loan business.The main problems are product homogeneity competition,lack of customer segmentation,the implementation of digital marketing channels is not in place,the flexibility of product pricing needs to be improved,the way of promotion is not diversified enough,the professional staffing is insufficient,the service process needs to be further improved,the tangible display needs to improve the design and so on.In view of the problems obtained from the investigation and analysis,STP market positioning theory and 7Ps marketing theory are adopted to put forward strategy optimization suggestions from seven aspects of product,price,channel,promotion,personnel,business process and tangible display.Measures will be taken to ensure the improvement of the application level of fintech,the improvement of risk prevention and control mechanism,and the strengthening of the construction of small and micro credit culture,so as to provide strong support for the further development of small and micro loan business of NJ Branch of A Bank.