| Small and micro enterprises are important part of Chinese market economy,which not only make great contribution in alleviating the pressure on social employment,but also effectively enhance our gross national product.Among Chinese current small and micro enterprises,their role in economic development will become more and more important in the future.However,due to the influence of their own conditions and other factors,small and micro enterprises have many financing difficulties compared with large and medium-sized enterprises,including single financing channels,small financing amount,short use cycle of funds,etc.,resulting in the huge capital demand of small and micro enterprises as a whole can not be met.Lanzhou branch of SC Bank originated in SC Province,a large province of private enterprises.As a joint-stock commercial bank focusing on serving small and micro enterprises,it established a branch in Lanzhou,and its small and micro enterprise credit business covers many areas in Gansu Province.Therefore,under the current state of economic recovery and development,Lanzhou branch of SC Bank optimizes the original marketing strategy of small and micro enterprises’ credit business,which is of practical significance to effectively help local small and micro enterprises solve the financing difficulties.It also relates to its own market development and operating earnings amid intensifying competition in the banking industry.By referring to literature written by experts and scholars,this paper understands the research theories and research progress related to small and micro enterprise credit business,combined with interviews and surveys of business personnel and customers,and referred to some internal credit business documents of Lanzhou branch of SC Bank,in order to sort out the marketing status and existing problems of small and micro enterprise credit business of the company.Then,the marketing environment of Lanzhou branch of SC Bank is analyzed from the outside and inside the industry.The analysis shows that the credit business of small and micro enterprises depends on the policy support in the macro environment,social and economic progress affects the progress of small and micro enterprises,and the digital financial progress will effectively accelerate the overall development of the business.In terms of industry environment,it is faced with difficulties in absorbing savings under industrial competition,increasing customer bargaining power,the imminent establishment of potential institutions,and online encroachment of existing business by Internet banks.This paper is based on the competitiveness analysis,the SWOT matrix is used to analyze,and it is concluded that we should strengthen online product promotion,big data application,expand differentiated services to ensure the growth of business marketing.Introducing talents,enriching products and stabilizing existing advantages;Expand multiple channels to gain customers,carry out full marketing to enhance competitiveness;Actively adjust employee assessment mechanism and differentiated pricing to deal with potential threats.Combined with the existing problems and the marketing environment,this paper sets the overall optimization objectives and strategies for some of the exposed problems according to the implementation effect of the marketing strategy of small and micro enterprise credit business implemented by SC Bank Lanzhou Branch,combined with the corresponding theoretical knowledge.And the whole optimization objective and strategy are analyzed one by one.For example,in terms of products,the new demand points generated by small and micro enterprises in the development should be explored,and the continuity of innovation should be carried out in the system and concept.Salespeople should be given more flexible authority in pricing to attract different levels of customers;In terms of channels,enterprises should reduce excessive attention to short-term benefits and try to set up external channels in the long term.In terms of promotion,enterprises should pay more attention to the brand influence,call on the team to focus on marketing,and help the personal display of salesmen;In terms of service,we should increase the optimization of service personnel,service process,tangible display and other links.Finally,seven aspects of marketing strategy optimization suggestions are put forward,including developing differentiated credit products,improving product pricing ability,optimizing credit marketing channels,increasing promotional publicity,optimizing talent structure,improving business operation efficiency,and service materialization.In order to ensure the scientific implementation of the above listed suggestions on marketing strategy optimization,this paper puts forward four safeguard measures,including strengthening excellent team culture and service concept,improving incentive mechanism,strengthening comprehensive quality of employees,and strengthening risk control ability,so as to better cope with the potential threats and operating losses brought by unforeseeable situations.In this way,the marketing ability of small and micro enterprise credit business of SC Bank Lanzhou Branch can be improved to serve more small and micro enterprise customers in Gansu Province.The specific practices of credit business for small and micro enterprises studied in this article provide a reference for other branches of SC Bank other branch and some joint-stock commercial banks of the same type. |
