Research On The Marketing Strategy Of Small And Medium-sized Enterprise Customers Of Bank PJ

With the deepening of "financial disintermediation" and "interest rate marketization", the competition among commercial banks become more and more fierce. Banks' operation encountered unprecedented obstacles and their own problems constantly emerged, which put great pressure on the survival and development of banks. The traditional reliance on interest income growth model made it difficult to succeed in the fierce competition in the market. Therefore, banks are actively looking for new profit pattern and growth mode. With decreased comprehensive contribution from the large enterprise, small and medium-sized enterprises have become a new lightspot in the development of national economy with flexible mechanism and strong adaptability. Small and medium-sized enterprise customers have become high quality resources that being fought for by commercial banks.Combined with the characteristics of PJ bank, this thesis will sum up effective strategies for the small and medium-sized enterprise customers.This thesis analyzed small and medium-sized enterprises customers of PJ bank and current marketing strategy by applying marketing theories, including the "4C" theory, "4P theory" and SWOT tools, combining with the development situation of small and medium-sized enterprises customers. Therefore this thesis discovers the advantage and disadvantageof marketing strategy of PJ bank and set up an effective marketing scheme through which can not only solve the problems of PJ bank in the process of development, but also can provide financial support for small and medium-sized enterprises customers and realize a win-win situation by cooperating between banks and enterprise.The innovation of this thesis is the combination of PJ bank region market environment and industry characteristic, the comparison of the actual situation of comparative competition, and the analysis of customer characteristics of small and medium enterprises in Panjin and the formulation of marketing strategy. This thesis fully explores opportunity for enterprise development brought by geographical characteristic. The effective marketing of PJ bank to the small and medium-sized enterprise customers will greatly enhance the industry's position and advantages.