Research On The Marketing Strategy Of Small And Micro Enterprises Loans In Agricultural Development Bank Of China Xuzhou Branch

As an indispensable key component of the domestic economic structure,small and micro enterprises play a vital role in the development of the national economy,and show great potential for providing employment opportunities,improving local economic development,and innovating production technology.However,due to the poor development foundation of small and micro enterprises,there are many problems in the operation and management process,including the lack of guarantee institutions,the lack of full value of effective collateral.and the problems of evaluating their technical assets.Therefore,small and micro enterprises have difficulty in meeting financing needs of bank.Nowadays,narrow financing channels and high costs have become a constraint to the development of micro and small enterprises.Affected by the epidemic and the impact of the international trade environment,in order to stabilize the domestic economic environment and further accelerate the development of the real economy,the government has fully increased its support for small and micro enterprises,and proposed a series of favorable credit policies for small and micro enterprises.In this context,the cooperation between banks and small and micro enterprises has become closer and closer.For the sake of actively seizing small and micro enterprises market and expanding the loan customers,major commercial banks develop innovative financial products,improve service quality,and comprehensively enhance the level of inclusive financial services.As a policy bank,Agricultural Development Bank of China Xuzhou Branch proactively performs the function of supporting agriculture and conscientiously implements the national policies of strengthening agriculture,enriching agriculture,benefiting agriculture and supporting micro-enterprises.In the face of fierce market competition pressure,it is significant for Agricultural Development Bank of China Xuzhou Branch to study the marketing strategy of the small and micro enterprises.This thesis’ s research object is the small and micro enterprises loans of Agricultural Development Bank of China Xuzhou Branch.Through questionnaires,this Thesis analysis the development status of Xuzhou Agricultural Bank’s micro and small enterprise loan business,and used internal interviews to find that at this stage,Agricultural Development Bank of China Xuzhou Branch has a single product range for micro and small enterprise loan business marketing,low efficiency of offline loan processing,complex loan approval process,lack of professional marketing team,and imperfect performance assessment.The marketing environment of Agricultural Development Bank of China Xuzhou Branch was analyzed using PEST analysis and SWOT analysis,and the marketing strategy of micro and small enterprise loan business of Agricultural Development Bank of China Xuzhou Branch was analyzed using STP analysis,and finally,base on 7Ps marketing mix theory,the marketing strategy is proposed to be optimized from seven aspects: business products,marketing channels,price strategy,promotion strategy,process strategy,and tangible display strategy.In order to ensure that the marketing strategy optimization plan for micro and small enterprise loan business can be implemented smoothly,it also proposes to provide four guarantee measures: organizational structure,risk prevention and control,human resources and information technology.Based on the research of this thesis,Agricultural Development Bank of China Xuzhou Brunch can increase its support for small and micro enterprises under the premise of controllable risks,improve the financial service level of small and micro enterprises,solve the problem of difficult financing for small and micro enterprises,and provide some references for promoting the steady development of small and micro enterprise loan business.