Research On The Management Strategy Of Valuable Small And Micro Enterprise Clients Of Commercial Banks

Small and micro enterprises are the new force of China's economy,with inherent exuberant vitality.In recent years,China's economy has gradually stepped into the "new normal",and the number of small and micro enterprises in China keeps increasing,which plays a decisive role in China's social and economic development,the transformation of economic structure and the solution of employment.From the perspective of commercial banks,the traditional banking industry plays the role of provider,and obtains stable and excess returns through interest rate control and deposit and loan spread.However,due to the new normal of macro economy,fierce competition in the industry,accelerated process of interest rate liberalization,and adjustment of business needs and models,the profitability of commercial banks is challenged.Facing the reform,commercial banks need to reform and innovate,while serving the real economy is the basic principle.Supporting the strengthening and improvement of financial services for small and micro enterprises is an important way for commercial banks to respond to policies and the needs of service entities,as well as to reform business model and enhance their competitive advantages.This paper uses the SWOT theory to analyze the market environment of Suzhou city branch of bank A,and researches the present situation of small and micro enterprise business development.Through the 4P theory,it finds out the problems of small and micro enterprise business,and put forward the concept of valuable small and micro enterprise clients management.It discusses the clients identification,development,maintenance,promotion strategy,and a series of security measures.Main contribution of this paper is:based on the case of a large commercial bank,it discusses how to strengthen the small and micro enterprise business,to improve the profit.The paper is very strong pertinence and helpful to resolve the problem of the current situation of commercial banks.Other theory study of this field is still not enough.Meanwhile,the practical significance of this paper is also outstanding to support the development of small and micro enterprises and substantial economy.