Study On The Credit Business Marketing Strategy Of Small And Medium Sized Enterprises On China Construction Bank Branch In Jilin Province

The inter-bank competition gradually fierce, the big enterprise, the customergroup’s competition has become white hot, because of the rapid development ofsmall and medium-sized enterprises, profitability continued to strengthen,government policy guidance and other reasons, is constantly attracting banks andother lending institutions in the eye, how to develop SME credit business under riskcontrolling has become a hot topic. The small and medium-sized enterprise service isderived from the business of the company, still different from the business, for suchspecific marketing group, it is need to establish the management to cater to thecharacteristics and needs of the marketing mode.According to statistics, China’s SMEs to60%degrees GDP contributions,provided60000000of the jobs, the rapid momentum of constant growth also makesthe fund demand of small and medium-sized enterprises continuously increase. Onthe one hand is the increasing demand for funds, one hand is the bank efforts to openup the market, this may seem like a win-win situation is difficult because of manyreasons to achieve. Construction Bank of China in recent years, through continuousinnovation practice, transformation and pushing forward the development of SMEcredit business, this paper deals with the Construction Bank of China Jilin branch(hereinafter referred to as the "Jilin Province Construction Bank") to analyze theexisting SME credit business development problems, and propose appropriatesolutions (4P marketing strategy combination), so that improve marketing in small and medium-sized enterprises in the future. At the same time, the marketing mixstrategies need to guarantee, first of all, marketing is a closed loop, participate in theclosed loop process, except for the expansion of the market and customer manager,the middle man, the background of the credit manager approval. To perfect themarketing, all links are indispensable loop. A good risk management mechanism isthe foundation of marketing, risk control does not lead to timely loans uncollectible,marketing much credit products are empty. CCB to strengthen risk management,from the system, process, collaborative mechanisms under the foot of the effort.This paper consists of four chapters. The first chapter, introduction. Mainlyintroduces the research background, research significance, research methods. Thesecond chapter, the analysis of marketing status and problems of SMEs creditbusiness China Construction Bank branch in Jilin province. This part through theanalysis of marketing status of SME credit business department and the differenceswith him for sex, draw their own problems. The third chapter, analysis the marketingenvironment of small and medium enterprises credit business of Jilin branch ofChina Construction bank. The fourth chapter, the design and implementation ofcredit business marketing strategy of small and medium sized enterprises ChinaConstruction Bank branch in Jilin province.