Research Of Marketing Strategy For Financial Products Of SMEs In Bank Of China Jilin Branch

Along with the continuous deepening of Chinese Financial reform, Interest Rate Marketization has been realized completely. The increasingly competitive enviroment of domestic financial market heats up, which promotes the market eventually steps into another white-hot stage. As a result, the operating environment of China’s commercial bank is facing unprecedented change. On the one hand, the traditional business model, which is dominated by large customers, is facing a severe situation. On the other hands, many facts shows that, not only the research and development but also market sell of financial products, eventually promoted a sellers’ market has transformed into a buyers’ market.Meanwhile, China’s small and medium enterprises(SMEs) develop vigorously in recent years, which has created tremendous wealth for society. SMEs play an indispensable role in many aspects. Firstly, it promotes the competition of the facilitating market. Secondly, it helps the society to create more employment opportunities. Thirdly, it promotes industrial upgrading progress and economic development. Fourthly, it helps the society to maintain stable. Lastly, it could also help commercial banks enlarge their profit.Under this particular circumstance, the major commercial banks chose to shift their focuses to small and medium size enterprises. They are paying close attention to the marketing sell of financial products for SMEs. Furthermore, commerical banks has been developing the innovation of financial product which is aiming at SMEs. As a result, demands of innovative products boom has driven up a large number of innovative products. The way how China’s commercial banks could be able to stand out in such competitive market, plays a significant role especially in adjusting the income structure, enriching the source of profits, and improving the allocation of resources.This paper, based on the actual reality of financial product development of the Bank of China, Jilin Branch, provides professional and meticulous analysis under its macro and micro environment. In the meantime, the paper summarizes advantages and disadvantages, as well as challenges and opportunities of SME in financial products market. Furthermore, this study also provides a detailed analysis about SME customers market segmentation, target market selection and market positioning. In addition, the study puts forward the marketing strategies of SMEs financial products in line with the Bank of China, Jilin Branch, own development, which is aiming at product strategy, pricing strategy, channel strategy and marketing strategy. In order to enhance its SME finance product marketing management, achieve competitive advantage, and eventually achieve a continuity, steady, and healthy development in SMEs financial industry. In the end, this paper elaborates the security policy enforcement programs, including system security, human resource security, service protection and risk management support.This paper is based on my personal experience in SMEs financial services, and takes Bank of China, Jilin Branch, as research object. The author studied SMEs finance products, and in is of great significance to put forward countermeasures and marketing strategies. I am looking forward my research and study could provide some references for the marketing development of SMEs financial product, especially for the bank I am serving. Meanwhile, I am looking forward this study could also provide other financial institutions a reference for the development of SMEs in marketing financial products.