ZK Bank Loans To Small And Medium Enterprises Marketing Strategy Analysis

With the rapid development of our country’s economy, the small and medium-sized enterprise,as the main driving force for economic growth, is becoming more and more importantin economic society. The number of China’s SMEs accounted for relatively large, but because ofSME’s small size, the shortage of funds, poor ability to resist risks, it has been at a disadvantage in thebank credit business. The small and medium-sized enterprise financing problem has been amajor problem plaguing China’s financial industry. How to improve the line of credit of the small andmedium enterprises in the financial institutions has been an urgent problem for the bank industry to besolved.In the first time, City Commercial Banks are positoned to service city residents, small andmedium enterprises, and local economy. Due to their small scale, imperfect management mechanism, weekrisk resisting ability, they cannot compete with the large state-owned commercial banksand joint-stockcommercial banks contend. To form the core competition, City commercial banks should take their ownadvantages, revert the focus of the business by the customers of large enterprises to small andmedium-sized enterprises and seize the strategy of servicing to SMEs credit financing. The studyof City Commercial Banks’ services to small and medium enterprises’ credit financing not only opened achannel to alleviate the financing difficulty of small and medium-sized enterprises, but also hasimportant significance for city commercial banks to expand their own business and enhance their strength.First of all, this paper makes descriptions of related theories of both city commercial banks andsmall and medium-sized enterprises seperately; secondly, it makes analysises on the necessity andfeasibility of city commercial banks to develop SMEs credit financing. Taking ZK bank as an example, this piece does a research on the status of SMEs credit financing business of ZK Bank. It finds thatZK bank credit financing of small and medium sized enterprises have obvious advantages and great marketpotentials. What’s more, to analyze market position strategy andmarketing mix strategy in ZK bankingrespectively through4PS and STP, it turns out we should stress specific characteristics--"small, spirit,fast" and "close to agriculture, rural areas,peasants ", when it comes to market positioning.We should concentrate on the credit needs of small and medium enterprises in product innovation anddevelop special financial services. In the end, we put forward the strategies for improving the businessmodel of ZK bank credit financing services to small and medium enterprises.