Research On Marketing Strategy Of SME Financing For Changchun Branch Of Industrial Bank

Since the1980s, the financial market in China has transformed gradually fromthe seller’s market into the buyer’s, the reform of China’s commercial banksmanagement system began, and a lot of foreign banks entered China after Chinajoined WTO. Under this market environment, the competition between commercialbanks increased rapidly, and the domestic commercial banks began to introduce themarketing thought and the theory, which could help expand market share and findnew growth points of interest in a rigorous and scientific way.As China’s market developed rapidly, more and more small and medium-sizedenterprises(SME) established, which gradually became an indispensable part ofChina’s national economy. However, in the course of its development, the problemof financing became the biggest trouble of restricting the development of SMEs inChina. Bank’s resources and the needs of SMEs cannot match normally, whichbecome the principal contradiction of the development of the SME financingbusiness in banks.Combined with the phenomenon, this dissertation analyzes the currentdevelopment of SMEs, and summarizes the specific reason for the SMEs’ financingdifficulties from three aspects of corporate, banking and social environment, thenclarify the significance of the SME financing business for commercial banks. Thisdissertation analyzes the development and financing needs of SMEs in ChangchunCity, Jilin Province based on this, and finds out the problems of SME financing business for Changchun Branch of Industrial Bank combined with it’s development.This dissertation analyzes the environment of SME financing business forChangchun Branch of Industrial Bank from a macro and micro perspective in themarketing point of view, with SWOT analysis and PEST analysis. Based on this, thisdissertation designs STP strategy of SME financing business for Changchun Branchof Industrial Bank, and makes market segmentation strategy, target markets strategyand market positioning strategy combined with the external environment and theconditions itself. In different target markets, this dissertation designs6Ps marketingstrategy of SME financing business for Changchun Branch of Industrial Bank,including the six aspects of product, place, price, promotion, person and process,and provides the system, capital and after-sale protection to ensure the effectiveimplementation of the marketing strategy.This dissertation makes a real research of the customer needs of the SMEfinancing market, in addition to the application of marketing analysis tools of SWOT,PEST, STP,6Ps analysis. We hope that it would provide theoretical support for thefurther development of the SME financing business for commercial banks throughthis study.