Research On The Strategy Of Credit Service For Small And Medium-sized Enterprises Of Shenyang ICBC

By the end of 2019,there have been more than 48 million small and medium-sized enterprises(SMEs)operating in China.Taxes of SMEs have taken up50% of the national fiscal revenue.The final products and services created by SMEs have occupied 60% of GDP,65% of domestic invention patents,70% of enterprise technological innovation,and more than 80% of new product development.Moreover,SMEs have brought about 81% of urban jobs.Although the development of SMEs is essential to the country?s economic and social development,high financing costs,along with harsh financing conditions,still hinder the growth and rapid development of SMEs.Since the working capital is known as the blood of enterprise development,the method and channel of obtaining it are particularly crucial.Although China?s financial industry has developed rapidly in recent years with various direct and indirect financing channels,the commercial banks are still the most significant and easiest channel to obtain financing for most SMEs.The capital problem has become the most decisive obstacle restricting the development and growth of SMEs.The vast majority of developing SMEs in China have problems such as weak internal risk management capabilities,over-simplified financial management and operation management,and the selection of an asset-light business model for development.These problems are precisely incompatible with the audit points of traditional fixed assets,working capital,and trade financing of banks.Therefore,it is difficult to obtain the corresponding financing for SEMs.SMEs take up more than 95% of the total number of enterprises in China,while only obtain less than 20% of credit resources compared with large enterprises.As early as 2008,China proposed the financial policy to support the development of SMEs.As a state-controlled commercial bank,the Industrial and Commercial Bank of China(ICBC)launched an SME financing program in 2009.During the financial serving for more than ten years,ICBC has been adjusting its credit policies and strategies following the actual problems in its credit business.Due to multiple reasons such as national policy control,changes in the international situation,and rampant crimes of illegal loan fraud,ICBC still confronts many challenges in its credit services to SMEs.Therefore,the research on the credit marketing strategy of SME has important practical significance for facilitating the growth and development of SMEs and promoting orderly innovation in the financial market.The ICBC Co.,Ltd.Shenyang Branch is taken as the research object,and thecharacteristics and influencing factors that affect the credit marketing of SMEs are analyzed by revealing the financing theories and current situations of the SMEs it serves.Then the status quo of credit marketing for SMEs in ICBC Shenyang Branch is described,and a detailed analysis of the internal and external environment of ICBC Shenyang Branch is conducted through SWOT analysis and data analysis method.Also,the social-environmental problems and the problems of the ICBC Shenyang Branch itself are pointed out.Based on these,corresponding countermeasures are proposed.First,the development strategy of SME credit marketing is formulated,and the development direction is clarified.Second,the credit service system of commercial banks is actively enhanced from four aspects,including the optimization of the product system,the improvement of the internal management mechanism of the loan business,the implementation of the credit marketing mix model,and the application of comprehensive risk management.At last,the safeguard measures are put forward from the three aspects of capital,personnel,and risks to promote the development of the ICBC Shenyang branch and provide a reference for other commercial banks in serving SME credit business.