Commercial Banks On Relationship Lending For Smes Marketing Research

Since the beginning of reform and opening-up policy in 1978, small and medium-sized enterprises (SME) have been playing an indispensable role in supporting our country's economy and safeguarding social stability. But our country's SMEs are still facing great challenges in financing. These challenges and difficulties are always hot issues in theories discussion and applying.In this paper, focusing on the hot issue of SMEs'marketing, the author takes a typical case of Baoshang Bank for systematically marketing research, using theory of marketing and relationship loaning. The main body of this paper firstly introduces relevant background theories of marketing and relationship loaning, and analyzes this kind of loaning from the perspective of economics. Secondly, compare the different definitions of SMEs at home and abroad, and generalize reasons of marketing difficulties that SMEs are facing with. Finally, based on Baoshang's condition, this paper deeply analyzes and studies Baoshang's marketing strategies, STP marketing strategy, products marketing strategy, relationship pricing strategy, and available marketing channels of SMEs'relationship loaning. This paper aims at providing inspiration and typical cases to some brandy new issues, like how to establish new SME customer, how to deal with SMEs'challenges on loaning, how to make more profit of commercial banks, and how to explore new business model of commercial banks.