Research On Marketing Strategy Optimization Of Credit Business Of Small And Mediiim-sized Enterprises In Changsha Branch Of A Bank

In the process of comprehensive development of China ’s national economy,the role of small and medium-sized enterprises has become increasingly prominent,which plays an irreplaceable role in promoting national economic growth,increasing employment,stabilizing the market and providing scientific and technological innovation.With the rapid development of small and medium-sized enterprises,their demand for financing is also increasing.However,small and medium-sized enterprises in China generally have the characteristics of small scale,low credit rating,weak guarantee ability,lack of hematopoietic ability and short and urgent demand for funds,which also makes banks carry out relevant business more cautious,and even despise loans and refuse loans because of risk.On the other hand,banks need to expand high-quality customers to seize the market and ensure its rapid development.In view of the huge financing needs of SMEs,optimizing marketing layout and creating marketing scenarios have become an important issue for commercial banks.This paper takes the Changsha Branch of Bank A as the research object,briefly describes the research background,research significance and research program,summarizes the research situation at home and abroad in this field,analyzes the basic situation of the bank ’ s SME credit business,and then uses the PEST model to analyze the marketing environment.Combined with its existing marketing model and business status,it is clear that there are mainly problems such as the lack of a sound product system,unreasonable credit structure,fuzzy products and pricing,lack of cooperation channels,and low proportion of online product marketing.SWOT model is used to analyze the advantages,disadvantages,opportunities and threats of SMEs ’ credit business in Changsha Branch of Bank A,and the basic principles of its marketing strategy for SMEs ’ credit business are determined.Combined with STP analysis,a set of marketing schemes suitable for SMEs ’ credit business in Changsha Branch of Bank A are explored from the aspects of products,prices,channels and promotions.From the aspects of customer relationship,human resources,organizational security,corporate culture and risk control measures,many safeguard measures are put forward to serve the marketing strategy of SMEs ’ credit business.The study found that in the complex financial situation,A bank Changsha branch of small and medium-sized enterprise credit business is facing fierce competition environment,but by seizing the development opportunity,adjust the business structure,accurate analysis and positioning of Hunan territorial strategy,optimize the marketing strategy,help to solve the financing problem of small and medium-sized enterprises,expand market share,realize the leap-forward development of small and medium-sized enterprise credit business,hope that through this study to the bank to develop small and medium-sized enterprise credit marketing strategy to provide reference and reference.