Marketing Analysis Of Small And Micro Enterprises Credit Business In China Merchants Bank A Branch

Faced with continued downward pressure of China’s economic growth, small and micro enterprises, as an significance part in the national economy, are constrained by the rising loan risk and enormous financing difficulties, it is tough to achieve sustainable development. How to effectively carry on small and micro enterprises credit business and promote the sound development of small and micro businesses has become an important research topic.This paper takes small and micro enterprises credit business of China Merchants Bank A Branch as the research object, and on the basis of relevant theories and researches, expounds the situation of small and micro enterprises credit business of A Branch, finding that it has formed a stable system, but its balance of growth is slowing, business development is not balanced and non-performing loan ratio continues to rise as well. The existing marketing strategies that include market segmentation strategy, placing strategy, product strategy, guarantee strategy and service strategy reflect its advantages of market positioning and credit products, technical support of head office in its resource and strategic ability is also its main advantage. Its disadvantages cover unreasonable regional business that mentions in its current situation, imperfect risk management mechanism and shortage of credit professional ability in its resource and strategic ability. At the same time, its opportunities exist in a favorable policy environment, booming internal banking in its external marketing environment,and its threats exist in economic downward trend, the deterioration of customer environment and violent market competition in its external marketing environment. Based on SWOT strategic analysis, this paper puts forward four suggestions for its future development that include sounding its risk management system, adopting the cross-selling small and micro enterprises credit business innovation model, developing the small and micro credit community of retail banking and setting up traditional small and micro enterprises credit business model mixed with the Internet, to smoothly promote small and micro enterprises credit business in A Branch and provide reference to resolve small and micro enterprises’ financing problems.