Title:Research On Marketing Strategy Of Small And Micro Loans In SC Branch Of J Bank

In recent years,China has used relevant policies to continuously guide the financial sector to incline more funds to small and micro companies.Under this condition,the lending volume of small and micro companies has maintained a stable increase,especially the proportion of small and micro companies in urban commercial banks and rural commercial banks has been increasing.In addition,the lending services provided by the banking and financial departments for small and micro companies continue to be optimized and the business operation mode continues to be intelligent to meet the actual lending needs of small and micro companies and support the growth of the real economy.In this paper,the SC branch of J Bank is taken as the research object,and its micro-loan marketing strategy is studied by using marketing related theories.First of all,through the questionnaire survey,this paper analyzes the current situation of 4P marketing strategy of micro-loan business in SC Branch of J Bank,and finds that there are some problems in its marketing strategy,such as lack of product strategy appreciation and innovation,insufficient positioning and flexibility of price strategy,low level of channel strategy layout and informatization,and poor aggregation and pertinence of promotion strategy.Secondly,the macro and micro environment of micro-credit marketing strategy is analyzed with the relevant data in the industry;Then,based on STP theoretical framework,the market segmentation,target market and market positioning of marketing strategy are analyzed.Then,from the perspective of digging deep into the existing product resources and speeding up the research and development of new products,this paper puts forward product marketing optimization strategies,puts forward price strategy optimization suggestions from the aspects of establishing customer rating system,differentiated pricing for different customers,referring to other pricing factors in many ways,and implementing special preferential interest rate approval strategy,and optimizes channel strategies from the aspects of giving play to the marketing role of outlets,building third-party platforms such as the government,expanding the channels suitable for network transmission,and building promotion platforms for government,banks and enterprises,relying on public activities,establishing clubs and other platforms,strengthening the effect of multimedia publicity,and improving marketing.Finally,in order to ensure the smooth implementation of the micro-loan marketing strategy of J Bank SC Branch,the implementation guarantee of the optimization strategy is put forward from the aspects of personnel guarantee,operation guarantee,system guarantee,technical guarantee and risk control guarantee.