Research On The Marketing Strategy Of SME Customer Service In Tianjin Branch Of Bohai Bank

With the development of the market economy and the continuous reform of the economic system,the rapid growth of the small and medium-sized enterprises has played an important role in the promotion of employment and the promotion of economic development.In recent years,the aim of economic development of our country is to change from the pursuit of speed to the pursuit of quality,and the financial industry is facing great competition pressure.At the same time,the profit of the traditional commercial bank is no longer applicable,and it has to turn the eye to the development direction of the emerging industry.The proportion of small and medium-sized enterprises in emerging industries is large,the total economic contribution is outstanding,and it has a considerable development potential.Commercial banks should pay attention to the cooperation of small and medium-sized enterprises and combine their own resources and advantages.Small business customers formulate targeted and different service marketing strategy to achieve win-win cooperation between banks and enterprises.Based on my own practical experience,I use the basic theory of service marketing to analyze the definition and economic characteristics of SME customers of the Bohai Bank Tianjin Branch,and carry out research on the marketing strategy of SME customer service in Bohai Bank Tianjin Branch.Firstly,this paper analyzes the development status and main problems of the SME business of Bohai Bank Tianjin Branch through the application of literature review,questionnaire survey,case study and other methods.Secondly,from the macro environment,industry environment and internal environment of the enterprise,the service environment of the Tianjin Branch of Bohai Bank in the franchise business of SMEs is analyzed.Using PSET model to analyze the macro environment of the financial business of Bohai Bank Tianjin Branch,including political environment,economic situation,social environment and technical environment;analysis of the characteristics of SME customer demand funds,peer market strength and competitiveness of Bohai Bank Tianjin Branch.The industry environment in which the SME customer service business is located;on this basis,combined with its own strengths and weaknesses to explore the relative competitive advantage.Finally,based on the analysis of target market positioning strategy(STP Strategy),then using the marketing 7Ps theory to design the marketing strategy of the business of the SMEs of the Bohai Bank Tianjin Branch,and propose practical and feasible marketing strategies from the aspects of structure,personnel and platform according to the specific situation.On the basis of service marketing theory,this paper hopes to design a service marketing strategy for Bohai Bank Tianjin Branch to meet the customer needs of small and medium-sized enterprises,and to provide practical suggestions for the actual needs of small and medium-sized enterprises in Tianjin Branch.At the same time,it tries to provide experience and reference for other commercial banks in the industry.