The Research On Credit Business Marketing Strategy For Small And Micro Enterprises, Based On The Guangxi Branch Of C Bank

The small and micro businesses are important parts of the national economy. They play major roles in improving the market dynamics, promoting stable economic growth, and alleviating employment pressure. To boost the development of small and micro businesses, government and regulatory agencies have been issued a number of regulatory measures and requirements on financial services (esp. on credit services) for small and micro businesses, put specific requests and supervisory measures on the commercial banks. To respond toour country, and for its social responsibility, the needs of its development in restructuring, the C Bank have put the business of small and micro enterprise in their key developing business field. With the limited market and fierce competition, how to get the upper hand on grabbing more high-quality small micro-enterprise customer resources in the market to accelerate the development of credit services for small and micro businesses while the risk is under controlled, is one of the most emergent issues confronted by Guangxi branch of C Bank.In this paper, author apply inductive deductive theory, comparative analysis and case study. First, to analysis the changes on Guangxi Branch’s marketing strategy of credit business for small and micro businesses. Identify the five features of marketing strategy, thus amount shrinking,channel centralizing, wholesale approaching, price integrating, and product diversifying. Then to summary the effects presented by the Marketing strategy, try to locate the issues existed in the strategy executing. And based on the experiences and how-to-do of the Bank of Americaand the China Minsheng Bank, made the following recommendations to improve marketing strategies:to streamline business processes, to establish a diversified marketing channels, to strengthen the marketing organization, to build a customer base platform, to establish assessment mechanism based on integrated marketing, to enhance product customization and application. Hope the research of this paper, could have some use of reference to Guangxi Branch of C Bank when it come to the administrative practice in those businesses.