Research On Credit Marketing Strategy Of Small And Medium - Sized Enterprises In Fu Dian Bank

Against the background of RMB internationalization, interest rate liberalization and financial disinter-mediation,competition in the finance market is increasingly fierce and financial innovation is emerging continuously.Today, it is difficult for the traditional bank to gain competitive advantage just depend on making profit from interest margin.City commercial banks need to find the breakthrough meanwhile to adapt to the change of national economic policy. They should take a new look at their marketing strategy and target customer. Therefore, changing the target customer from national large-scale enterprises to the small and medium-sized enterprises which make a considerable proportion and represent the development of emerging industry. The right position for current bank is “the small and medium-sized enterprises bank”. Practicing differentiated marketing tactics should combine the own resource of banks and the particular circumstances of the small and medium-sized enterprises.Like every enterprise, the city commercial bank also has profit-seeking nature, so the city commercial bank need to develop a group of high quality small and medium-sized enterprises. For those reasons, the demand of small and medium-sized enterprises is not just the problem for macro economy but also the problem for city commercial bank to solve in order to win this kind of customer.The research object of this paper is Fudian Bank. First of all, this paper discussed the theories of marketing and analyzed the scope and feature of small and medium-sized customer. Secondly, this paper analyzed the current marketing strategy of Fudian Bank aiming the the small and medium-sized enterprises as customers,as well as found weak link of current strategy. Thirdly, according to present situation and problem mentioned in the second part,this paper proposed a marketing strategy to gain a win-win situation between bank and enterprise. Finally, this paper summarized the suitable choice of Fudian Bank’s marketing strategy for the small and medium-sized enterprise customer in the competitive market environment.