Research On Marketing Strategy Of SME Business For Dalian Branch Of GY Bank

In recent years, domestic commercial banks have begun to introduce marketing ideas and theories into SMEs market, hope through rigorous scientific methods to gain market share, and to develop new battlefield in the SMEs financial services areas. However, Dalian Branch of GY Bank has always been relying on large customers caused a certain gap with other commercial banks in SMEs business, and also lacking of strategic research systems for the SMEs business. Therefore, it has instructive and meaningful to the practice of SMEs business marketing of Dalian Branch of GY Bank, and has important practical significance to achieve the strategic transformation and restructuring for Dalian Branch of GY Bank.In this thesis, the SMEs business of Dalian Branch of GY Bank as the research object, reviewing and sorting out the context of customer marketing theory about the development of commercial banks for SMEs, starting from the marketing theory, deeply analyses of the developing status and the problems in SMEs business of Dalian Branch of GY Bank, and using SWOT analysis method to compare Dalian Branch of GY Bank’s own strengths and weaknesses with the opportunities and threats based on the analysis of the internal and external environment, summarizes the SMEs business of Dalian Branch of GY Bank should choose a development strategy. On this basis, through the STP marketing strategy segments SMEs target market from multiple dimensions, describes the target market selection for Dalian Branch of GY Bank from size, industry, customer clustering aspects, establishes the positioning of SMEs target customers in Dalian Branch of GY Bank, and guided by the marketing theory 4Ps to implement marketing strategies in four areas as product, price, channel, promotion. Finally, it concludes to set up support system measures from personnel training, risk control, incentive assessment and scientific, technical support etc.Through in-depth analysis, the thesis concludes that Dalian Branch of GY Bank should establish the target market, take the growth strategy, against existing problems and internal and external business environment, make the market position in providing integrated financial solutions to the "business circle, industrial chain and government class platform" customers, providing large data loan products with information integration to the small and micro enterprises, establish leading position in the market through the implementation of effective marketing strategies and support system measures. By designing marketing strategies from the perspective of the specific study object, the thesis hopes to make certain significance in the theory of marketing research putting in use to the commercial banking business marketing.