Research On The Marketing Strategy Concerning Small And Micro Enterprise Credit Business For Bank Of Yingkou

With the deepening of economic development and financial system reform,banks in China are confronted with more and more market competition. Bank asenterprises as the general industry and commerce enterprise, facing the market andcustomers, runs for profit. So, the key to enhance the competitiveness is establishingthe marketing concept and implementing effective marketing strategy.Since entering the post financial crisis era, the development of China’senterprises also correspondingly entered the bottleneck period. The domestic andinternational economic development has entered a period of adjustment,shrinking market demand, many enterprises especially small and microenterprise survival pressure is unprecedented, the situation is very serious. In2011October the "country of nine", in2012April the "State Council onfurther support small and micro enterprise healthy development of opinions" andother policy has introduced expressed their countries to overcomeeconomic difficulties to support downlink, Small and micro businesses determineddevelopment.The market positioning of Bank of Yingkou since its inception adhere tothe service of small and medium-sized enterprises, with many small and microenterprises in the years of business, firmly grasp the decision-making chain isshort, flexible management advantages, and actively join in the small andmedium-sized enterprise development, through continuous improvement of thesystem, the development of new products, optimize business process etc., small enterprise credit market in the Yingkou area, the formation of a certain competitiveadvantage. As a commitment to serve the regional economy, and the influenceof the operating characteristics of a distinct local commercial banks, should be keento grasp the Small and micro businesses credit market potential businessopportunities, to further expand market share, promote the sustainable developmentof Small and micro businesses credit business.In this paper the application of marketing theory and methods, in-depth studyof the Bank of Yingkou Small and micro businesses the creditbusiness, marketing, analysis of marketing situation of credit business of Bank ofYingkou Small and micro businesses and the existing problems, research on thepolitical and economic environment, the competitive environment faced and demandenvironment, clear the Bank of Yingkou’s strengths and weaknesses,opportunities and the threat of. Subdivide through face to the Bank of Yingkou smallenterprise credit business market, choose the target market and positioning, fromthe four aspects of product strategy, price strategy, channel strategy and promotionstrategy, and establish the corresponding marketing strategy.At present our country city commercial banks in the key period oftransformation and development, by the historical influence of, profit model isrelatively simple, management is relatively backward, small and micro enterprisecredit business is city commercial banks to seek development good opportunity, witha lot of research and discussion space, hope that through this study to China’s citycommercial bank small micro enterprise credit business marketing and futuretransformation of city commercial banks to certain reference significance.