Research On The Marketing Strategy Of Small And Medium Enterprises Business Credit Of Ccb Heilongjiang Branch

With the implementation of "public entrepreneurship,multi innovation",and Heilongjiang Province to support the introduction of small and medium-sized enterprises related policies,the number and scale of small and medium-sized enterprises in Heilongjiang have achieved unprecedented development,it has made great contributions to the employment,the increase of fiscal revenue and the prosperity of the financial market in Longjiang.Facing the good development prospects of small and medium-sized enterprises in the credit market,Heilongjiang Province,state-owned commercial banks,urban commercial banks and foreign banks have to expand the SME credit business as the focus of its development,and implemented a series of marketing strategies,not only increased the credit profits of the bank,but also solve the problem of financing difficulties of SME.However,the Construction Bank of China Heilongjiang branch as one of the important state-owned commercial banks in Heilongjiang Province,in the SME credit business compared with competitors,there is a low market share,product positioning is not allowed and the pace of development and other issues.Therefore,it is great practical significance to study the marketing strategy of small credit business and medium-sized enterprises in Heilongjiang Branch of Construction Bank.First of all,this paper analyzes the current situation and the main problems of SME credit marketing in Heilongjiang branch of construction bank,including the summary of Heilongjiang Province,China Construction Bank,SME credit products,SME credit product marketing status,SME credit product marketing problems and analysis;Secondly,in view of the existing problems and their causes,combined with the actual situation of China Construction Bank Heilongjiang Branch,proposed the Construction Bank of Heilongjiang branch of SME credit marketing strategy,including SME credit marketing strategy formulation of the principles and objectives,target market selection and competitive positioning,marketing mix strategy;Finally,in order to ensure the effective implementation of SME credit marketing strategy,put forward the implementation and protection measures,among them,the implementation ofSME credit marketing strategy includes a wide range of target markets,demand oriented marketing mix,maximize the interests of pricing,convenience marketing channels.The implementation of security measures of credit marketing strategy of small and medium enterprises including perfecting the credit evaluation system,improve processing efficiency,structure arrangement and the guarantee of human resources,pay attention to the credit market of SME,improve the risk prevention and control system and establish customer management information system.