Research On The Marketing Strategy Of Financial Services For Small Enterprises Of Bank Of Jilin

In recent years, both the central and the local governments provide the support tothe development of small and micro enterprises, which has been raised to anunprecedented height. Since China has entered a stage of steady economic growth,restructuring industrial and accelerating the process of urbanization has become along-term development strategy for the future. Therefore, support and development ofsmall and micro enterprises is an important measure to achieve the goal. For localbanks, to carry out small micro-credit business is an effective way to improve thecapital structure and profitability of small and medium banks structure, and raisestandards of service. Besides, it is a top priority throughout the entire bankingoperations work.As a local joint-stock commercial bank with Jilin provincial government supportand restructuring established, the bank of Jilin became the first licensed smallbusiness financial services franchise organizations, which attaches great importanceto small and micro finance business and put the development in priority. Because ofthe spirit of "customer-centric, market-oriented" marketing idea, the amount achievefrom the integration to improve quality. At the same time, with the continuousentering joint-stock banks and foreign banks, the banking industry is facingunprecedented pressure, especially small and micro enterprises financial servicesfacing fierce challenges. Therefore, it is quite significance to explore how to improvethe small and micro enterprises in Jilin bank financial services marketingcompetitiveness.In this paper, the bank of Jilin, for example, introduces the basic theory andmajor market segmentation of Jilin banks both from practical and theoretical aspects. Based on model market segmentation, commercial bank perspective of marketing, thethesis also describes the small and micro Bank of Jilin situation financial services,difficulties and problems. By SWOT analysis, the thesis conducted a comprehensiveanalysis on business environment of Jilin Bank, combined with Bank of Jilin owncircumstances and financial needs of Jilin Province, which proposes to enhance thesmall and micro enterprises in Jilin customer segmentation strategies and suggestionsof several marketing management. The thesis designed to provide not only areference for the commercial banks in Jilin province and develops different marketingstrategies for variety of customer groups, but also provides some possible solutionsfor other commercial banks developing differentiated marketing strategies by theresults of market segments.