The Marketing Strategy Analysis Of BOC Jiangxi Branch's SME Business

Commercial banks have always been an important channel of financing for SME,but in the new normal of economic slowdown or even downturn,there is a contradiction between the financing demand of SME and the supply of bank credit,and the problem of "difficult financing and expensive financing" of SME is prominent.From the perspective of SME,it is difficult to apply for commercial bank loans,the price is high,and the occurrence of their own operating conditions will easily cause banks to stop lending.From the perspective of commercial banks,they are faced with the problems of imperfect credit system,asymmetric information of Banks and enterprises,and high non-performing loan ratio.The occurrence of non-performing loans leads to the accountability of specific institutions and personnel.At the same time,due to the increasingly fierce competition in domestic banking industry and the serious homogenization of services,a small number of high-quality customers are also facing the competition from multiple banks.As a branch of a large state-owned commercial bank in Jiangxi province,BOC Jiangxi Branch has put forward the strategy of developing the SME business on the basis of social responsibility,customer structure optimization and comprehensive income enhancement.However,in the SME financing business,state-owned banks should take what kind of marketing strategy,and how to the business principle of "service the local SME" of local commercial banks and other trade competition,how to protect SME credit business sustained,healthy and rapid development,become an urgent problem in the process of the transformation of the development.This paper takes BOC Jiangxi Branch's SME business as the research object,reviews its development process,and comprehensively uses the relevant theoretical knowledge,analysis methods and tools of marketing,management and other disciplines to deeply analyze the opportunities and challenges of BOC's SME business,combined with the national inclusive financial development policy and market environment,propose an improvement strategy for the next step of the development of BOC's SME business.This article believes that in the future marketing of BOC Jiangxi Branch's SME business,it should focus on mass marketing,brand marketing,big data marketing,experience marketing and other strategies,and use the concept of “Firstly expand the number of customers,and then carefully cultivate customers”.Utilize financial technology to continuously optimize marketing accuracy and operational efficiency,enabling a shift from a single customer to a batch-based marketing model.