Research On Marketing Mode Of Credit Guarantee Corporation

With the development of Small and Medium-sized Enterprise(SME),the Credit Guarantee Corporation(CGC)generated. SME as the vulnerable groups between the competition, will inevitably face many obstacles in the development process. For example the lack of supply for SME's direct financing and the strict standard for indirect financing, social credit system is still not consummate and the overall credibility of SMEs is not good, many SME have the problems of low levels of management and the internal system is not perfect, and so on. All these problems caused the difficulty for financing and SME's slow development, which become the obstacles that SME have to face. Therefore, most countries establish the SME credit guarantee system to ease the difficulties in financing for helping SME. It is not only the efficiency attempt of the government using the marketing economic measures and economy controlling measures, but also the important methods to enhance the credit minds, establish the relations of bank- SME to ease the finance venture, and change the circumstance for SME financing.The Credit Guarantee started late in our country. in recent years, the guarantee system is becoming more perfect under the strong supports of the state's policy. However, there are many shortages in the practice. Such as the low self-identity, the weak marketing deploitation ability, and the poor payoff.Based on these problems, the prime work in this thesis includes: analyse the research on guarantee theory and marketing inside and outside China, also introduce the STP, service marketing, all-staff marketing as the theory base. Then analyse the marketing mode actuality of CGC, and point out the problems. Next combine the analysis of marketing circumstance inside and outside CGC, and put forward the new marketing mode which adapt the CGC's development. Finally, based on the indagated on A Credit Group LTD., analyse the existing problems and bring forward the improvement opinions.The innovation in the thesis is that based on the service marketing, combine the guarantee's product characteristic, and put the all-staff marketing mode that adapt to the circumstance. Then take the demonstration analyse, under the investigation put forward the now marketing mode and partition the responsibilities of every department in marketing system.The thesis's shortage is that because of my limited ability and the limited information, the discussion is not profound about some problems.