Chengdu Rural Credit Cooperatives Of Small And Medium-sized Enterprise Financing Product Strategy Research

In recent years, with the development tendency of economic globalization, the small and medium-sized enterprises (SME) financing problems is more and more serious. Especially, after the American sub-prime mortgages loan crisis last year, the SME face more challenges. For the SME in china which anti-risk ability was not good enough, this means disaster.The financing problem of the SME is not the focus, but also the hot topic of China. The financing of the SME is be deeply effected for that Chinese capital market system had not been fully established, and the SME financing channel was single, and the particularity of banks financing services, and the differences of the marking devices and the method, and the ant-balance of the development of the banking.Chengdu Rural Credit Union has been established for 9 years, it has become the irreplaceable financial main force in the rural economy. The SME financing would be the main development direction of its business. The paper mainly researches the marking strategy from the SME financing products of Chengdu Rural Credit Union.Under the strategy management and the marketing, this paper systematically analyzes the environment of the SME financing from the marketing selection, target marketing and product direction, which is based on the field survey, staff interviews, data analysis, and data collection. At last, the paper analyzes the circumstance of the SME financing product of Chengdu Rural Credit Union and suggests the strategy of financing STP, the financing products, the financing brand and the financing service integration.This paper has the following contents: Chapter one:introduction, explaining the significance of Essay, the main research methods and making out the contents.Chapter Two:describing the circumstance of the Small and medium enterprises;Chapter Three:describing the circumstance of the Small and medium enterprises Financing in Chengdu;Chapter Four:describing the circumstance of Chengdu Rural Credit Union;Chapter Five describing the strategy of STP for SME financing of Chengdu Rural Credit Union;Chapter Six:describing the marketing strategy for SME in Chengdu Rural Credit Union;Chapter Seven:advising the author’s own proposal for Chengdu Rural Credit Union.The paper systematically analyzes the marketing strategies for financing products in banks according to the modern marketing theories which is rarely studied in china, meanwhile future investigation points are provided which give suggestions and implication for future study.Because of the complexity of marketing strategy and the specificity of financial products, this article is just based solely on the actual case of Rural Credit Union in Chengdu. And the conclusions and methods are not universal.