Research On Credit Expansion Strategy Of Small And Medium-sized Enterprises For Changsha Branch Of China Merchants Bank

The competition environment in which Changsha Branch of China Merchants Bank(CBCMB)operates is also increasingly fierce.Under the background that small and medium-sized enterprises have high financing demand and the development of traditional credit business of banks for large customers is blocked,China merchants bank is also continuously adjusting its thinking and strategies to cope with these changes.Under this background,this paper takes CBCMB as the research object to study its credit business expansion strategy for small and medium-sized enterprises.This paper finds out the main problems existing in the credit business of small and medium-sized enterprises in CBCMB,probes into the business expansion environment,and analyzes the advantages,disadvantages,opportunities and threats of the credit business expansion of small and medium-sized enterprises in CBCMB from two aspects of the external environment and the internal environment of the bank.Then,the paper designs the basic principles and basic ideas of SME credit business expansion in CBCMB and the main framework of regional strategic positioning,and puts forward specific strategies of SME credit business expansion in CBCMB,including marketing strategies and guarantee strategies.Finally,from three aspects of organization guarantee,personnel guarantee and system guarantee,the paper puts forward the implementation guarantee measures and suggestions of the credit business expansion strategy for small and medium-sized enterprises,and evaluates the expected effect of the expansion strategy from three aspects of loan structure,loan risk and loan quality.The study found that although the competition for SME credit business in CBCMB is increasingly fierce,it can still achieve better performance in SME credit expansion business in the future by giving full play to its own advantages,seizing favorable opportunities,accurately positioning regional strategies,designing marketing strategies suitable for itself.