Research On The Marketing Problems Of The Credit Business Of Small And Medium-sized Enterprises In The CN Branch Of NJ Bank

With the continuous changes in the economic situation at home and abroad,the market has gradually played an absolute role in the allocation of resources.With the rise of the Internet and the marketization of interest rates,China's economy has changed from rapid growth to medium-high growth.The macroeconomic shift has caused banks In order to obtain a certain market share and maintain a certain profit margin,the traditional large enterprises and big clients have been unable to meet the needs of banks.Commercial banks have already turned their attention to small enterprises.At the same time,The constant adjustment of the structure has led to a small increase in the number of small enterprises in the market.The growing number of small enterprises has provided a certain external market environment for the development of the banking business of small enterprises.As the top five city commercial banks in China,NJ Bank set up a small and micro franchise service department in 2006 and a department of small business finance department in 2009.In 2011,NJ Bank,in keeping with the trend of development in the times,set up a special department for technology and culture Of small and micro enterprises to provide a full range of science and technology branch of financial services,the continuous establishment of these departments marks the basic formation of the NJ-bank small business financial services system.This thesis is based on the four aspects of the small enterprise credit business of CN middle branch of NJ Bank in its own development process,such as the weak market expansion,the insufficient credit policy,the unblocked distribution channel and the weak product service.The continuous development of market economy,to adapt to the trend of individual needs.Based on the above four issues,this thesis makes a concrete analysis.Based on the development of small business financial services of CN middle branch of NJ Bank,this paper studies the issue of credit marketing of small and medium enterprises based on the reading of relevant documents and the market size.First of all,I put forward the research background and significance in the first chapter.In chapter two to chapter four,I apply the relevant theoretical knowledge to analyze the status quo of the marketing of the small enterprise credit business of NJ Bank CN middle branch and the causes of the problems.Postponed the logic of solving the problem,the fifth chapter of this thesis put forward some countermeasures and suggestions to the credit marketing strategy of Small Business Credit of Middle Branch CN of NJ Bank.It is pointed out that the marketing strategy of differentiating the three branches such as expanding the number of branch outlets,building sand table simulation and strengthening the flexibility of financial credit extension is one of the ways to solve the marketing difficulties of small business credit business for Middle Branch CN of NJ Bank.Due to the limited reference data,it is impossible to conduct a detailed analysis of the overall data of some commercial banks in the city.Based solely on the marketing of the credit business of Small Businesses in Middle Branch CN of NJ Bank,this paper studies how to develop different products to meet market demand and how The issues of responding to the "supply-side" reform in the small-enterprise credit business are not covered.These problems will be the main direction of follow-up research.