China's Commercial Banks To Small And Medium-sized Private Enterprises In The Reasons Of The "credit Crunch" Marketing Tactics

After the reform and opening up to the outside, the non-state-owned economy entities in our country, such as the private enterprises in small and middle size, as an important motivation in the economy of our country, play an important role in improving the competition of market, increasing the occupation of society, improving the development of economy, and keeping the stability of society. Along with the continuous development of the economy in our country, the private enterprises in small and middle size become the most active part in our country. It is very important to improve the development of them to keep the continuous, fast, harmonious and healthy development of the economy in our country, and establish the harmonious society of socialism. Based on the important role of the private enterprises in small and middle size and the deeply analysis of the difficulty during the development, the Premier Wenjiabao took it as an important task to encourage, support and channel off the development of the non-state-owned economy entities on the third National People's Congress of this year. He requested our government to create an equal and healthy environment of legal system, policy and market, and complete the service system for the development of the non-state-owned economy entities, such as the private enterprises in small and middle size. It is not only an important task of the banking reform and development to improve the financing service to the private enterprises in small and middle size, and speed up the innovation of the finance product and service to the non-state-owned economy entities, but also an important measure of intensifying and completing and macro-regulation and control. It is a strategic choice for the continuous development of the commercial banks in China to enlarge the credit market of the private enterprises in small and middle size. However, in resent years, the commercial banks are more and more "discreet" on the financing to the private enterprises in small and middle size. While it is very difficult for the enterprises to gain loans from the banks, the gap between the deposit and loan of the banks is deeper. With the further reform of the finance and banking in our country, the competition between the commercial banks is more and more serious. The liabilities in proportion to the assets(资产负债比例) is controlled. The financing channel of the large-scale enterprises increases. The capital use efficiency of the group corporations is improved. All of those limited the commercial banks' financing to the corporations. It becomes the key point whether the commercial banks could keep their advantage in the market competition of the future that they can enlarge the credit market of the private enterprises in small and middle size, or not. To solve this problem, we should use the marketing theory to analyze the reason why the commercial banks are more and more "discreet" on the financing to the private enterprises in small and middle size, and the marketing characteristics of the loan product. In the loan marketing of the banks, we should correct the wrong marketing concept of non-difference marketing, non-competition concept and non-analysis about the customers. We should also use the modern marketing theory to lower the credit risk of the banks, enlarge the loan market, improve the operation efficiency, and enforce the competitive power of the banks. This paper consists of four parts. The first part is the introduction, in which, I introduce the commercial banks' discreet attitude on financing towards the private enterprises in small and middle size. I also point out that it is not the correct way to gain profit for the commercial banks in our country to be discreet on financing to the private enterprises in small and middle size. The second part includes chapter one, chapter two and chapter three, in which the problem is analyzed. The first chapter analyzes the reason why the commercial banks are more and more "discreet" on the financing tothe private enterprises in small and middl...