The Marketing Strategy Of FuDian Bank For Small And Micro Enterprises

Against the background of economy and financial innovation, the competition between banking industry is increasingly fierce. The nation-owned banks undoubtedly gain more advantages in the nation large-sized enterprises. Obviously, city commercial banks have to change their traditional position from large-sized enterprise to small and micro businesses, especially those high quality and prosperous companies. Only in this way, can the city commercial bank gains competitive advantages. Adjust the directions to small and micro businesses customers are not just the demand of national micro economy policy but also the important way to solve the current difficulties of city commercial banks.Firstly,the paper described the economy background and significance of this object, summarized other writer ’ s conclusions. Secondly, the paper analyzed the advantages and disadvantages of the entire marketing environment based on SWOT model aiming at small and micro businesses. Thirdly, according to the efforts Fudian bank made, the paper analyzed the useful experiences and the effect and also found the weak link of current strategy. Finally, combining the relative theories and the special resources of Fudian bank, the paper proposed some valuable suggestions based on 4P and 4C theory to the problems mentioned in the third way. Essentially,the effective marketing strategies aiming at small and micro businesses would be more specified and operable. Some measures has also been put up to guarantee the strategies effective at last.