A Study On Marketing Strategy Of SMEs' Credit Business Of Changsha District Branches Of Bank Of China

Since the economic reform,with the rapid development of China's economy,small and medium-sized enterprises have become an important component of Chin ese national economy,playing a more and more important role in the process of promoting China's economic growth.With the guidance of national policy and the increase of credit demand of small and medium-sized enterprises in China,the banking sector has realized that small and medium-sized enterprises are absolutely huge potential markets for commercial banks,and will become increasingly fierce competition.Therefore,the study of small and medium-sized enterprises credit business marketing strategy is of great significance to the development of small and medium enterprises in the banking business.This paper focuses on Changsha District Branches of Bank of China,from the angle of marketing,combined with the China bank in the years of work experience,analyzes the environment of credit business of Bank of China for small and medium-sized enterprises in Changsha area from macroscopic and microscopic view,found the problems existing in the marketing.On this basis,This paper designs STP strategy for the credit business of small and medium-sized enterprises in Changsha District Branches of Bank of China,and defines the market segmentation,target market and market positioning according to the external environment and its own conditions.For the target market,this paper designs the marketing strategy from six aspect s of brand,product,price,channel,promotion,service,implementation plan,and safeguard measures which is discussed from the aspects of system,capital,customer service,risk and human.The research of this paper is based on the market investigation of credit business of Changsha District Branches of Bank of Chin a.It is hoped that it can give guidance to the marketing of Changsha District Branches of Bank of Chin a.At the same time,it is also hoped that this research can provide reference for the formulation and implementation of small and medium-sized enterprises credit business marketing program of the same type of financial institutions.