The Casestudy Of Marketing Management Of Small And Mid-Sized Entreprise Business Of ZS Bank Beishi Sub-Branch

In recent years, with China’s regulatory agencies for banking supervision is becoming more and more strict, and the internal industry competition intensifies, lead to banking industry’s survival and development have hitherto unknown difficulties. Especially in the period between2010and2011, China Banking Regulatory Commission on the strength of credit adjusting control is increased further, through enhancing the capital adequacy requirements, adjust the deposit and loan interest rates, raising the deposit reserve rates, opening market operation, dynamic provisioning coverage etc a series of effective solutions, strictly control the rapid growth of credit dimensions, which makes the traditional deposit and loan business interest income become the main source of income of the financial industry has to review its business structure, change positively, to respond to the banking industry as social financing intermediary and payment intermediary position facing the grim challenge, which means the financial supporting medium is deepened increasingly challenge. How to cope with the challenges of the financial sector is the problem that has to be thought about. And increasing massively the development of small and medium-sized businesses is one of the effective solutions which is highly promoted by international banking.ZS bank from2010put forward " the second transition " working train of thought, the key point of " the second transition " is just largely increasing the development of small and medium-sized businesses. In order to make progress of the development of the business, ZS bank regards the business of the small and medium-sized enterprise as a strategic target to assess the branches and sub-branches.BEISHI sub-branch is the grass-roots unit of the ZS bank. The author utilize the relevant concepts and theories, such as assessed valuation value, option value, providing and delivering value, according to the policy and requirements of the small and medium-sized businesses issued by the government and China Banking Regulatory Commission, and also integrate the policy guidelines of the internal credit of ZS bank, it analyses the current development of the small and medium-sized businesses of BEISHI sub-branch and assist to find out the main problems of the marketing process, first of all, the leaders and staffs do not change their minds in time to keep up with the movement of the development of the head office (Ideological factors), secondly, lack of the differentiation of customer management and selecting target market inaccurately(customer maintenance and selection factor), the third problem is the application of the old products and development of the new products(products factor), fourthly, the problem of working efficiency due to the sophisticated process of the whole credit(procedure factor), lastly, low correlation of the current assessment and the small and medium-sized enterprises, less reflection of encourage of payment and leverage(payment of marketing team factor). At the meantime, the author works out a series of marketing strategy of the business development of the small and medium-sized enterprise of BEISHI branch in detail, such as the proposed explicitly the responsibilities and targets of the relevant personnel, segment customers and implement differentiated management to enhance customer loyalty, and exploring the internal resources to enhance the capacity of customer obtainmerit; suggestions forattempting actively on product innovation of the small and medium-sized enterpriseto work out marketing breakthrough; suggestions for optimizing the process of small and medium-sized enterprises business loans and loan after the operability and the working efficiency; recommendations through on the aggrandizement of assessment guide and incentive measures to guide the staff pay attention on thedevelopment of small and medium-sized enterprise business, then fully engaged to small and medium-sized enterprises so that fully exert the effects and values of customer manager.The authorhopes to completely solve the marketing problems of the small and medium-sized enterprise business of ZS Bank BEISHI Branch through her writing and research, comprehensively enhance the performance ofassessment of BEISHI Branch.