Research On The Marketing Strategy Of Small And Medium Enterprises Business Credit Of ICBC Xiangtan Branch

In the case of various deposits maintained rapid growth, increasing the creditinvestment is the best way to improve the bank capital efficacy and the managementbenefit. How to determine the marketing strategy and developing the small andmedium-sized enterprise marketing effectively is an important topic for thestate-owned commercial Banks in China. This paper targeted to design the marketingstrategy for small and medium-sized enterprise credit business of Xiangtan branch, Bythe way of discovering customer requirements of small and medium-sized enterprise,optimizing market value chain, and building the core competitiveness of commercialBanks.The paper by means of using the marketing related theory and the combination oftheory and empirical analysis methods, analyses the small and medium-sizedenterprise credit marketing strategy situation and existing problems of the Xiangtanbranch. On this basis, uses the PEST method to analysis the external environment,competitive environment and microcosmic environment of the small andmedium-sized enterprise credit marketing of Xiangtan branch, and puts forwardmarketing design including marketing concept, marketing objectives and marketingorganization and management. At the same time, the paper uses the STP analysis and4Ps marketing assemble strategy, puts forward the suitable marketing strategy choiceof the small and medium-sized enterprise credit business for Xiangtan branch. Finally,draw up a complete set of security measures from three aspects of risk early warning,human resources, and information system.This paper tries to put forward several new feasible scheme on the designing andthe marketing of SME credit products, and tries to change the former subjectivebusiness behavior with administrative and away from the marketing conditions,what’s more, to explore the direction of the scientific management of banks, andincrease the banks’ higher added value and the whole social welfare.