Research On Marketing Strategy Of Small And Micro Enterprises Of Shanghai Pudong Development Bank C Branch

At present,the economic growth of our country is slowing down,and social employment pressure is increasing year by year.Small and micro enterprises have not only become a new force for the sustained and stable growth of our country’s economy,they have also provided a steady stream of jobs for the society and made important contributions to social stability and unity.Also in the financial market where large customer resources are limited and inter-bank competition has intensified,it has played a key role for our country’s commercial banks to achieve stable and healthy development.Those commercial banks have to continuously improve their marketing strategies of small and micro enterprise customers to obtain more customer resources.This study uses Shanghai Pudong Development Bank C Branch(SPD Bank C branch)as the research object,analyzes the current marketing situation of small and micro enterprise customers of SPD Bank C branch,and finds problems in market segmentation,product design,promotion strategy,process strategy,etc.,combined with PEST analysis Method,STP analysis method,7Ps combined marketing strategy research to analysis the internal and external marketing environment,target market positioning and other aspects.Based on the above analysis,the SPD Bank C branch small and micro enterprise marketing strategy has been optimized and improved,which including the improvement of the accuracy of market positioning based on the mutative market environment,improvement of the product system and focusing on product innovation,and combining the corporate life cycle and Internet big data to create diversified financial products,integrate online and offline multi-channel product promotion,improvement of customer service quality,establish a small and micro enterprise financial service brand,build a characteristic small and micro enterprise financial service system,strengthen the construction of core talent teams,and make small micro enterprise characteristic service outlets.Finally,putting forward the marketing strategy implementation safeguard measures about the management system,human resources,risk management,technological innovation.The marketing strategy proposed by this research aims to improve the core competitiveness of SPD Bank C branch small and micro enterprise business,and also provide a certain reference for the marketing of small and micro enterprise customers of other commercial banks.