The Research Of The Improvement Of The BOC's SME Loan Factory's Development Strategy In Hunan Province

Since the fierce competition,the commercial banks focus on developing the small and medium sized enterprises(SMEs)banking services in order to expand customer base,ajust credit management,increase incomes and venture into new service areas.According to the Bank of China(BOC)Hunan Branch's constantly conditions,loans and risks are relatively centered on key customers.The credit line also leads to weak support on SMEs.Developing banking services for SMEs in the BOC's SME loan factory way does not only apply to china's policy and the headquarters' s strategy,but also aids to the BOC's transformation to stay competive.The paper contains four parts.The first part reveals the subject's background,significance and theory base.The second part tells the SME loan factory's development and environmental analysis of the BOC's headquarter's 1+1 brand strategy.The third part develops the headquarter's strategy by using philip kotler's 3I model.The last part displays the detailed measures and the safeguard mechanism of how to improve the SME loan factory's brand strategy and hold a prospect of its future.The paper comes to the conclusion that the brand strategy development of the BOC's SME loan factory which serves the SMEs includes setting up a SME department and coordinating the relevant parts such as customers,employees and other departments well.As for customers,we should hold the specific publicity catchwords and improve the publicity policies to acquire a higher brand recognition.As for employees,we should enhance their sence of belonging and achievement through skill training.As for other departments of the BOC,we should set up the specific performance evaluation mechanism to make us as a whole putting efforts on developing the SME's services.