The Study Of Financing Service For SMEs Of ICBC

Since the 1980s, the financial market in China has transformed gradually from the seller's market into the buyers' market, and the business environment of State-owned Commercial banks which take the ICBC as their representative also face profound changes. Along with the thorough reform of China's commercial banks management system, the competition among the banks emerged gradually, which aggravated by the influx of foreign banks after China joined WTO. Under the intensive market competition environment, the domestic commercial banks has introduced the marketing thought and the theory gradually, but compared with the foreign counterparts, the process of Banking industry's commercialization and marketization in China has been relatively lagged behind the West. Furthermore, the researches of this field about bank marketing still remain in the very beginning phase, such as the introduction of the Western marketing methods, and the imitation of the traditional marketing theory. And most domestic commercial banks are still dwell on the exploration stage of marketing practice.The small and medium-sized enterprises' (SME) growth and development were the irreplaceable support for the continual stable increase of China's economy in recent years, whereas most of the developing SMEs are facing the dilemma of "financing-trouble". It creates a contradiction that, on the one hand, the large amounts of funds in bank are unable to lend out, and on the other hand, the SMEs have many obstacles to obtain the credit support. Therefore, based on the perspective of services marketing and learnings from the world-known banks advanced marketing experience, this dissertation aims to realize and understand the bank service marketing ideas, strategies and tactics, both in the theoretical level and operational level, and also provides marketing tactics for ICBC to improve the financial services to SMEs.This dissertation is divided to four parts, and the overall construction is as follows:Firstly, it reviews the general theory of service marketing, and expounds the status and the problems of the service marketing in banking industry in China.The second part analyzes the domestic SMEs development as well as the financing status, and then elaborates the necessity and the urgency for ICBC to develop financing services for SMEs.The third part sums up the domestic and foreign banks' practice in developing SMEs financing services, following by the summary of the corresponding experience and revelation.Finally, the author will give some suggestions on how to improve ICBC's financing services for SMEs based on the service marketing thought.