Research On The Marketing Strategy Of Small And Medium - Sized Enterprise Customers In

To commercial banks, the develop of the direct financing channel reduces the loaddemand of the quality large enterprises to the bank, the stream of financial innovationsbecame inevitable trend; as the interest rates become market-oriented, spread income of thebank become less and less. To comply with the changes in financial environment andnational economic policies, the commercial banks have to re-examine their marketingstrategies and target market. The SME financial market with its broad market spacesprovides a new idea for the marketing of commercial banks. The SME finance service isnot only becoming the focus of macroeconomic policies of our country, it al so becomesright choice of the commercial banks against a background of financial innovations andinterest rate liberalization.This paper takes the marketing of SME finance of Bao Shang Bank as the researchobject and outlines the basic theories of marketing. Using the ’4Ptheory’and‘4C theory’,Porter Five Forces Model, the PEST and several similar marketing theory tools, based onBao Shang Bank’s actual conditions, this paper analyses the macro economic environmentand the micro competition environment, and then summers up a set of model in thepractical application of the SME customer marketing of Bao Shang Bank.Because of the contradiction between the small scale of individual SME and the highcost of market development, the SME finance servicehas to break through the traditional model to improve efficiency. Bao Shang bankattaches great importance to quality services to customers, customer relationshipmanagement, brand management, and marketing management. Bao Shang bank takes theSME loan as the fist product, and combines with other products and service to meet thedemand of the SME and to enhance their satisfaction and loyalty.