The Study On Marketing Strategy Of SME Loan

Recently, small and medium-sized enterprises (SME) have been playing an indispensable role in supporting Gansu province’economy and safeguarding social stability. SME have created enormous value and desire loan from the commercial banks very much, so SME are still facing great challenges in financing. But, in another hand, most commercial banks have been in trouble with loan because of the view that the risk and the cost of loaning to SME is high. These challenges and difficulties are always hot issues in theories discussion and applying. The study on marketing strategy of SME loan from the commercial banks perspective has the important theoretical and practical significance.This Paper selects Gansu Branch of BOC as a research target, based on the modern marketing theory, firstly, gives the analysis of necessity and present situation of SEM loan business in commercial banks. Then, finds out this branch SME loan business target market through the market subdivision, and carries on the effective market positioning. On this foundation, using the marketing theory from the product marketing strategy, rice marketing strategy, channel marketing strategy, promotion marketing strategy, relationship marketing strategy, and service marketing strategy to propose the marketing strategy combinations for Gansu branch of SME loan business. At last, this paper has concluded that Gansu Branch of BOC should deeply realize the importance of SME loan business, using mordent marketing theory and their advantages, to create new model of SME loan business. Only in this way can Gansu branch attract SME customers and form a new profit growth point, and have a place in quite fiercely competitive market.