Research On The Credit Marketing Strategy Of Changzhou Branch Of Nanjing Bank

With the increasing openness of our country’s financial system, China’s banking industry is facing unprecedented competition in the market. At the same time, the prosperity of the small and medium-sized enterprise customer market has gradually become a new profit growth point of commercial banks. As a relatively new regional bank, Changzhou Branch of Nanjing Bank is lack of advantages in capital and technology compared with others. For the preservation of the existing small and medium-sized enterprise market and open up new markets, its marketing in small and medium-sized enterprise lending is particularly urgent. This paper is to explore the credit marketing way which is suit able for Changzhou Branch of Nanjing Bank, to strive to design a marketing strategy viable of the small and medium-sized enterprises. In view of this, based on SWOT, 4P and other related theories, a preliminary exploration about the small and medium-sized enterprises credit marketing is made for Changzhou Branch of Nanjing after extensive investigation and collection of information and the integrated use of charts and data and others. It clearly pointed out the existing practical problems of Changzhou Branch of Nanjing Bank: lack of product uniqueness, high corporate loan pricing, distribution channels not smooth enough and marketing efforts remain to increase. And it also explores the causes of the problems. Furthermore, abased on a comprehensive analysis of Changzhou Branch of Nanjing Bank of its strength and weakness and the opportunities and challenges,it should absorb advanced experiences, to take differentiated marketing strategy in product, pricing, channel, promotion and other aspects. Finally it illustrates that a program for ensuring such strategies should be made: improvement of the internal management mechanism in credit business, strengthening personnel training, improving the staff incentive mechanism and enhancing the credit risk control.