The Research On Shaanxi Branch Of Bank Of China’s Sme Credit Loan Marketing Strategy

As an important component of China’s economy, SME has played an important role in the realization of economic restructuring, promotion of employment and promote urbanization. However, due to China’s SME lack primitive accumulation of capital, when they become bigger and stronger, they will be faced with huge financial pressure, and because SME do not possess good credit conditions are often difficult to pass its capital requirements banks and other formal channel to be resolved. This situation has seriously hampered the development of SME, and the future of China’s sustained economic development has brought worries. At present, China’s bank industry is facing increasingly competitive, and SME loans has become a strategic focus of the development banks. In this context, the paper selected bank SME loan business marketing strategy as the research object has a certain practical significance.In this paper, the Bank of China branch in Shaanxi Province as an object of study, combined with the author’s own work experience, analysis of the current Bank of China in Shaanxi SME loan business development problems existing in the process, and proposed to solve the above problems of the marketing strategy, including:①proposed a "market size-Market risk" assessment model as a target market selection tool, to determine the future of Shaanxi Bank SME loan business marketing major industrial customers type;②proposed customers access mechanism, business processes, organizational structure and working mechanism and other aspects of innovative and comprehensive services for SME;③introduced4Ps of marketing theory, from product, price, place and promotion Shaanxi BOC four aspects of the marketing mix strategy.This research on Shaanxi BOC of SME loans provide an effective tool for marketing mix, as well as interbank business development also has a certain significance.