Research On Credit Product Marketing Strategy Optimization Of Small And Medium-sized Enterprises Of ZX Bank SZ Branch

With the rapid development of China’s economy,small and medium-sized enterprises have become an important part of China’s diversified economic structure by taking the train of rapid economic development.SMEs account for up to 65%of the total economy,and their tax contribution is up to 50%.Their proportion of exports has also exceeded 68%,driving 75% of the employed population in the creation of employment.Promoting the continued prosperity and development of SMEs is the key to maintaining China’s sustained economic prosperity.The development of SMEs cannot be separated from the support of social funds,in which bank financing is the most important financing channel for them.It has become the social responsibility of banks to solve the financing difficulties and the high financing costs for SMEs.As the most prosperous city for SMEs in China,SZ is the touchstone to solve the financing problem of SMEs.As a participant,banks should constantly excavate the financing needs of SMEs,offer products and solve their financing needs.The state has issued several policy provisions for the financing of small,medium-sized and micro enterprises.Banks should also comply with the policy and constantly optimize their credit products to make them meet the market demand on the basis of risk control.As the head bank of retail credit products in SZ,SZ Branch of ZX Bank should always follow the policy and market demand and constantly optimize its own marketing strategy for operating credit products.In the years of rapid development of retail credit products in the SZ branch of ZX Bank,the expansion of credit volume masked some of its own problems.Including in the process of development,due to different lines of business development differences lead to staffing differences,the loss of retail credit staff can not be replaced in a timely manner,business tasks are distributed according to the incremental ratio of business volume,which results in too heavy per capita stock business and incremental tasks.Retail credit staff task overload,leading to business and personnel loss,trapped in a vicious circle.On the other hand,with the rapid development of information technology,some banks have already obtained customers through internet channels or big data analysis,but ZX Bank still relies on loan intermediaries and neglects the cultivation of its own ability to obtain customers,in the long run,it will fall behind in the competitiveness of independent customers.In mobile and computer-based e-banking,complex operational guidelines have been criticised for leaving customers with unsatisfactory user experiences.E-banking is the future of the development of banks,the loss of this sharp tool will lead to other products in the promotion of competitiveness behind.This paper takes the marketing strategy of credit products of SZ Branch of ZX Bank as the research object,analyzes its existing problems,proposes solutions,and puts forward the following suggestions on its marketing strategy:(1)Break down the stock business maintenance work,set up a special post loan center to handle the work except for the enterprise relationship maintenance,so that the customer manager can release the energy from the post loan work,better maintain the enterprise relationship,and conduct MGM marketing.Any SME customer has its upstream and downstream enterprises.These upstream and downstream enterprises are potential customers.Establishing a good cooperative relationship with existing customers can better expand their upstream and downstream customers and tap their financing needs.(2)Cooperate with local Internet financial enterprises,build Internet marketing channels to replace the old elevator advertising and radio advertising.Select local Internet financial channels,conduct customer group research,select Internet financial channels that meet the requirements of ZX Bank’s credit products for cooperation,and establish product and customer information docking channels.(3)Optimize personnel performance and promotion channels.Since the customer managers of ZX Bank manage more stock businesses per capita,the business loss should be taken as one of the evaluation coefficients.After calculating the annual average churn rate,it can improve the performance of customer managers who control the churn rate at a low level,and stimulate the motivation of customer managers to maintain stock business.Establish a rising channel for customer managers,make them have a clear career plan,establish the stickiness between the enterprise and employees,and reduce staff turnover.(4)Establish own flow channels,use the own branches and mobile banking traffic portals,establish online and offline marketing ideas and methods,let lobby manager and clerk establish a set of customer marketing scripts,and market credit products for customers recorded as business owners by the system.Mobile banking conducts customer label screening,pushes operating credit products to customers with real estate and business owners,directly communicates product information to customers,shortens marketing distance,records interested customers transferred to operating credit account manager for marketing,uses flow thinking,and optimizes marketing methods for operating credit customers.The times are advancing constantly.As the most important participant in China’s economy,banks should constantly follow the changes of the times to optimize their competitiveness.The research on the optimization of credit product marketing strategies of SMEs is just a microcosm of its development in the era,which represents that banks are using their own ways to adapt to the era of the Internet and the era of big data.Only by constantly adapting yourself to the changing times,can we not be abandoned by the times...