Research On Marketing Strategy Of Small And Micro Enterprise Loan Business Of HS Bank

With the increase of interest rate liberalization and the reform of financial system,the competition of banking financial institutions is becoming fiercer and fiercer.Especially in recent years,the Bank Insurance Regulatory Commission has further carried out the rectification of financial chaos.Under the double pressure of strong supervision and the downward economic environment of Gansu Province,financial institutions in Gansu Province are more prepared for danger in times of peace,strictly control the quality of loans,and continuously raise the entry threshold of small and micro enterprises’ loan business.The growth rate of loan delivery has slowed down,and the financing demand of small and micro enterprises has continuously increased.Despite the development in recent years,the small and micro enterprise loan business of HS Bank has occupied a certain market in Gansu Province,but compared with the6 large state-owned banks and 9 joint-stock banks in Gansu province,HS Bank has weak bargaining power and limited profitability in the face of large and medium-sized enterprises,and is also restricted by credit authorization,capital cost,management mechanism and other factors.It does not have more competitive advantages for marketing customers,and it has encountered many development problems and marketing bottlenecks in recent years.Therefore,it is urgent for HS Bank to formulate a marketing strategy for small and micro enterprise loan business in combination with its actual situation,so as to develop and grow in the fierce competition in the small and micro enterprise loan market.In this paper,by reading and studying relevant marketing theories at home and abroad,combined with the marketing status of small and micro enterprise loan business of HS Bank,using relevant marketing theories and methods,the formation of specific marketing strategies of HS Bank,and ultimately promote the development of small and micro enterprise loan business of HS Bank.This paper starts with the marketing status of small and micro enterprise loan business and puts forward the existing problems.Secondly,Porter’s five Forces model and PEST analysis method are used to analyze the internal and external environment of small and micro enterprise loan development of HS Bank.Meanwhile,SWOT analysis method is used to fully discuss the advantages and disadvantages,opportunities and challenges of small and micro enterprise loan development of HS Bank.Combined with the above analysis results,STP analysis is used again to subdivide the target market of small and micro enterprise loan business of HS Bank.Using the combination marketing theory of 7P,specific marketing strategy suggestions are put forward for the target market from seven aspects: product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy and tangible display strategy.Finally put forward the marketing implementation process implementation plan and safeguard measures.The research conclusions of this paper can provide all-round and multi-channel marketing strategies for HS Bank to help the development of small and micro enterprises,help HS Bank to further improve the market competitiveness of small and micro enterprise loan business,and also provide reference for other commercial banks,especially urban commercial bank,to optimize the marketing strategies of small and micro credit products.