Research On Marketing Strategy Of Financial Services Of Small And Micro-enterprises In ABB Bank

The rapid rise and continuous development of small enterprises is one of the most remarkable phenomena in China’s economic development since the reform and opening up.Small enterprises are becoming an important growth point of the national economy.Small enterprises have abundant market resources and huge potential for development.Their contribution to banks is gradually increasing with the enhancement of bankrisk control ability.They are increasingly becoming strategic choices for banks to adjust their structure,increase their competitiveness and achieve stable development.However,for a long time,on the issue of financing for small enterprises,the phenomenon of "shortage of enterprise funds and reluctance of commercial banks to lend" has been widespread.How to solve this problem is very important for the development of small enterprises and commercial banks.From the perspective of why and how commercial banks should develop the finance of small and micro enterprises,this paper expounds the advantages and disadvantages of developing small and micro financial services by using strategic management theory and competition theory,and analyses the problems and obstacles encountered in the current financial marketing of small and micro enterprises.Exploring the deep-seated causes of these problems,and aiming at the development and transformation of ABB Bank,from the perspective of bank’s own development and customer service experience,this paper analyses the problems existing in the financial marketing of small and micro enterprises in banks,in order to improve market competitiveness and customer service ability.Find new development ideas for financial marketing of small and micro enterprises,and analyze the advantages and disadvantages from four aspects of products,prices,channels and promotions,face opportunities and challenges directly,and find concrete and feasible methods and measures.Accurately locating customer groups,focusing on channel innovation and transformation,ABB Bank’s exploration and efforts in the financial services of small and medium-sized enterprises are demonstrated by a case of transformation of a network.