The Service Marketing Strategy Study On China Merchants Bank Financing Business Service For Small And Medium Enterprises

As one of the most active segments of market economy, SMEs (Small and medium enterprises) play a very important role in national economy. However, for a long period of time, the problem about financing SMEs has caused extensive concern of the government and society. Due to a series of factors, China's commercial banks, the most direct financing channels for SEMs, hold the attitude of the credit. CMB (China Merchants Bank) saw a huge potential market of SMEs'financing, and proposed the marketing strategy focusing on financing SMEs firstly.CMB gain some success in the marketing, but also attached competition from peers.This paper selects the prospective of service marketing to analysis and study CMB's financial marketing focusing on SMEs, based on the service-oriented business philosophy of CMB.Firstly, the paper introduced the China Merchants bank and its financing business development status, from which we can understand that the CMB has already had several years'practical service experiences in financing area to small and medium enterprises. And these experiences laid a solid foundation for development in the SMEs financial field. However, because of the uncertainty and volatility of domestic SMEs'development, the financing business has a serious of difficulties. Focusing on solving this problem; the paper referred the experiences of domestic and foreign enterprises. Moreover, in order to improve the accuracy of service marketing strategy, the paper analyses the marketing environment of CMSB through SWOT to find the breakthrough of business growth. Additionally, the paper determined and orientated the specific target market of CMB's financing business to SMEs. Finally, based on the 7P service-marketing mix, the paper raised suggestions about CMB's marketing strategy on several aspects such as products, price, channel, promotion, personnel, process and tangible demonstration, etc.