The Strategy Research Of Jinan Branch Of Minsheng Bank In Financial Services For SMEs

With the rapid growth of our nation’s economy, small and micro enterprises continue to grow and play an increasingly critical role in economic development process. However, due to its own characteristics and external factors of small and micro enterprises, its path of development is often hindered by the problem of financing. The bottleneck problem of loan for small and micro enterprises needs to be settled. State Council and different levels of regional government attach great importance to the development of small and micro enterprises. Many policies are carried out continuously to support financing for them. Meanwhile, the market of big customers for commercial banks is shrinking gradually and correspondingly more and more banks switch focus to small and micro enterprises, which has resulted in an increasingly fierce competition in small and micro enterprise market between banks. At the backdrop of this situation, Minsheng Bank has worked out the development strategy of being a "small and micro enterprise Bank". While developing loan business for small and micro enterprise, it not only increases its own profits and benefits, but also expands development space, thus leading other commercial banks to turn on a new chapter of small and micro loan.This paper, based on small and micro loan for Jinan Branch of Minsheng Bank, first states the research background, purpose and relevant theory base, and then analyzes the reasons of financing difficulty for small and micro enterprises by combining the data of development situation in Jinan. After that, it illustrates the necessity and possibility to develop small and micro loan for Minsheng Bank and stresses results and achievement of Jinan branch. Meanwhile, this paper also analyzes the existing problems for development of micro loan, including mismatch of product design, mismatch of evaluation mechanism for customer manager and development strategy and unreasonable of loan pricing.In accordance with problems for micro loan Jinan Branch of Minsheng Bank faces in developing credit loan business, this paper advances the following strategic suggestions:customer strategy:clarify the supporting direction and key business areas of loan; credit evaluation strategy:make full use of credit information and establish scientific evaluation system; marketing strategy:explore marketing channel and innovate multi-channel marketing mode; product strategy:establish good product design and innovation mechanism and scientifically make product pricing; organization strategy:perfect credit organization guarantee for small and micro enterprisesThe research process and conclusions of the paper are of some reference to the development of micro loan for commercial banks. Besides, it is of practical guidance to Jinan Branch of Minsheng Bank in establishing micro credit system, product design and marketing and organization management.