Research On SME Financial Services Strategy For JS Bank Shanxi Branch

With the continuous development of China’s reform and opening up, private economy has been an unprecedented development opportunity, as the main body of small and medium enterprises in the economic growth, creating employment, adjusting industrial structure and other aspects play a very important role, but also made a great contribution. As China’s economy into the new normal development mode, the growth rate has slowed down, the enterprise external environment is complex and changeable, which has brought a great challenge to the development of small and medium enterprises. As the lifeblood of small and medium-sized enterprises has become a bottleneck restricting the further development of the country also introduced a series of policies to help small and medium enterprises to broaden the financing channels. Banks as providers of funds to actively respond to the national policy, but also for their own development to seek new profit growth point. Small and medium enterprise financial services contain huge business opportunities, which has a broad prospects for development, and has been paid attention to by various commercial banks in recent years. Therefore, it is important to study the credit service strategy of small and medium enterprises..This paper selected the Shaanxi branch of JS Bank of state-owned commercial banks as the research object, the paper analyzes the important significance of the small and medium enterprise credit business to the country and the enterprise, and explains the practical value of this paper. The concept and theory of credit financing for small and medium enterprises are sorted out, which provides theoretical guidance for the research of the paper. Then, the paper introduces the situation of the small and medium enterprise credit business in Shaanxi branch of JS bank, and analyzes the advantages, disadvantages, opportunities and threats of the small and medium enterprise credit business with SWOT tools. On the basis of this, the problems in product design, marketing strategy, credit process, credit rating and risk prevention are pointed out. Aiming at the existing problems, the author puts forward the strategies of small and medium enterprise credit services. In the optimization of existing product system and increase new product innovation, through lending, government support, design with regional characteristics of the products; adjustment model approval, standardizing the loan process and loan management; in order to reduce the cost and improve the efficiency, the implementation of mass marketing, do cluster marketing, customer selection, product configuration, etc.; develop all aspects of the credit rating system. Finally, security measures are proposed from the aspects of organization, personnel and risk. The "joint loan" product as an example, the business development status and achievements.In this paper, the research on the JS bank Shaanxi branch is clear about the position of the small and medium enterprise credit business, and it has a guiding role in the development of targeted products and services. At the same time for other commercial banks small and medium enterprise credit business also has reference value.