Study On Small And Medium-sized Enterprise Customer Expanded Strategy Of Commercial Bank

Small and medium-sized enterprises in our country play important roles in domestic economy. However, their difficulties in capital circulation as a cosmopolitan problem have not been overcome and therefore aroused widespread concem of all scholars in the world. In view of the importance and urgency of capital circulation of small and medium-sized enterprises, the thesis, proceeding from management and operation of commercial banks, has deeply discussed methods in developing financial service for small and medium-sized enterprises, especially in establishing relevant intemal mechanisms for commercial banks. The thesis is divided into seven chapters as follows.Chapter 1 is the introduction. This chapter includes the thesis's background and its impartance, reviews the historical documents and the main content of this thesis is also outlined.In Chapter 2, the author discusses the related theories such as Bank-enterprise Relationship Theory, Credit Rationing Theory, Customer Relationship Management, etc., which are the academic base of this thesis.Chapter 3 analyses the current situations of financial service for small and medium-sized enterprises in China, the defects exisiting in financial service for small and medium-sized enterprises are also discussed. This part is the practical thereunders of this thesis.On basis of Credit Rationing Theory, the author researches the history and actuality of bank-enterprise relationship in China in chapter 4, and this chaper emphasizes to design bank-enterprise relationship strategy of small and medium-sized enterprise customer for commercial banks.Chapter 5 elaborates how to develop new products and how to carry out products mix based on analyzing the concept of financial innovation and designing thread of innovation strategy.In Chapter 6, the author indicates the bank marketing has duality and should be based on Customer Relationship Management, and bank marketing stratery on small and medium-sized enterprises is established.Last chapter summarizes the main work of this thesis, and emphasizes the innovations and flaws.