Strategy Research On Credit Business In Small And Medium Enterprises Of Agricultural Bank In Wenzhou

With the opening up of Chinese banking at end of2006, the Chinese banking completelyparticipates in economic globalization to meet the challenge and competition from global. Inrecent years, under the strong support of Wenzhou municipal government, the local small andmedium-sized enterprise grows quickly in quantity and scale, and become the engine of Wenzhoueconomy. At the same time, the wenzhou banking financial institutions have realized that greatinterest in developing small and medium enterprise customer, and scrambling for small andmedium-sized enterprise credit customer resource aggravate the competition in small andmedium-sized enterprise credit markets in wenzhou. At present, the head office of agriculture bankputs forward the management strategy to develop small and medium-sized enterprise creditbusiness and occupy small and medium-sized enterprise credit market, which put forward higherrequirement for agriculture bank of Wenzhou to develop small and medium-sized enterprisescredit business. At present small and medium-sized enterprises credit business of wenzhouagriculture bank faced with the tendency to keep the big and desert the small obviously, therefore,strengthen the research on strategy of small and medium enterprise credit business and enhancethe market share and proportion of small and medium-sized enterprises credit business, is asubject worth studying and thinking, no matter from the view that support the development oflocal small and medium-sized enterprise, or to maximize the value of wenzhou agriculture bank.First this article review the related research on small and medium-sized enterprises creditbusiness of domestic and foreign bank, and sort out related conception and theory. Then it analyzethe current marketing situation of small and medium-sized enterprise credit business in agriculturebank of wenzhou, and analyze comprehensively the development of credit business of wenzhouagriculture bank from credit product, location of department and progress, recent performance andso on, and indicate the existence of some questions such as: unfavorable policy, indecisive marketpositioning and the deficiency of products pertinence. On this basis, the article analyze themarketing environment of small and medium-sized enterprises credit business that the agriculturebank of wenzhou face, and mainly analyze the macro and industrial environment with PESTmodels and five competitive forces analysis method; Secondly, based on the marketing4P theory,this article provide the marketing optimization strategy from product, price, place, promotion; Atlast, the paper provide the security measures such as simplifying the credit management process,improving the ability of risk management, strengthening examination and motivation on creditmanager, forming the positive enterprise culture and so on.Through the analysis and practice of small and medium-sized enterprise credit business inagriculture bank of wenzhou, this article provide a more suitable developing strategy for small andmedium-sized enterprise credit business that correspond with the local demand characteristics and conform to the actual situation of the agriculture bank of wenzhou, and provide some guidance foragriculture bank of wenzhou to develop small and medium-sized enterprise credit business, whilealso provide reference for related bank to develop small and medium-sized enterprise creditbusiness.