Bulk Marketing Research Chongqing Minsheng Bank Lending Programs Small And Micro Enterprises

The government introduced many policies to support small-micro businesses. Micro credit is welcomed by customers because of its faster service、without collateral, repayment flexibility. However, to a certain extent, it’s must be limited by energy, marketing costs, and so many restrictions. As many big commercial banks is exploring the loan models of small and micro businesses. Minsheng Bank put forward the concept of scale-loan. Combined with theory and practice research, this paper is to explore the difference between traditional bank credit ways and the scale-loan concept proposed by Minsheng bank.For finding the characteristics, summarizing about how to start, how to batch marketing,what’s the value of popularization and what restricting factors it has, then on this basis, summarized the insufficiency of scale-loan, so we can give our suggestions and prospects.The academic significantly lies in providing practical data and better references on scale-loan for the future study of small and micro businesses. We can also find a double-win marketing way for micro businesses especially in financing and make them develop broader.Present study about SMEs financial service is much more than the small and micro businesses. The research of corporate finance literature is mostly suit for the medium-sized enterprise, but not the micro businesses. The "scale-loan "as a method is proposed specifically for small and micro businesses, so I think it has more certain guidance value; second, the time of the concept of scale-loan haven’t be proposed so long, the literature about the concept is few, this paper tries to explore the applicability of scale-loan through my own practice on the based of some theories, through the analyzes of its value and shortcomings,I can not only the put forward some valuable idea but also give some references for the future research. Third, about the method of this paper, I combined theory with actual practice in Chongqing, comparison with pure case show or pure theory,it can be vividly and concretely gives better theory reference and guiding function.