Minsheng Bank Small Business Loan Business Marketing Strategy Research

Since the reform and opening up in China, micro business represented by individual economy and private economy has been developing very fast; it has become an important part of socialist market economy and is playing an increasingly important role. Practice has proved that to develop micro businesses, is conducive to the prosperity of urban and rural economy, expanding employment opportunities, and improving people's lives, promoting social and economic sustainable and healthy development. However, micro business financing difficulties in the development process, has become the biggest bottleneck to block their further development and growth, in the trend of financial "disintermediation," as well as increasing competition among banks, more and more commercial banks started to pay attention on micro business lending, a large amount of specifically financial products and services for micro business have been launched.This paper, based on the CMBC point of view, investigate the status quo of Chinese commercial banks to develop micro business loan business, the macro-environment and industry competitive environment faced by CMBC and other series of problems, finally it find the advantages and disadvantages of CMBC. Using a specific building materials and home improvement industry as an example, this paper set a combination of targeted marketing strategy for CMBC, it can provide an important frame of reference to explore micro business customers in other markets.