Research On Marketing Strategy Of Financial Services For Small Business Of Bank Of Jilin Changchun Branch

The small and medium-sized enterprise is an important part of the national economy,but due to asset light operating characteristics of small enterprises are often faced with financing difficulties,financing dilemma,and the lack of working capital has become a bottleneck restricting the development of small enterprises.At the same time,as China’s financial market system of continuous improvement,the interest rate market gradually,interbank competition further intensified,the bank loans from the pursuit of scale is gradually transformed into the pursuit of profit contribution,the vigorous development of small enterprises has become an important force for economic development.How to meet the needs of small business financial services,effectively carry out differential marketing of financial products of small enterprises,establish a good brand image,is of great significance for commercial banks.The Bank of Jilin as a province,municipal government support under the reorganization established local joint-stock commercial banks,city commercial banks system took the lead in the establishment of small enterprises specializing in financial services institutions first licensed in 2015,the Bank of Jilin will give priority to the development of small and micro financial strategy as the Bank of Jilin seven strategic first determine their market position,important market the small business financial services as the Bank of Jilin to create the brand,good results have been achieved through years of efforts,in2016 was named "national top ten commercial banks to support the development of smes".However,in the process of expansion and development is facing unprecedented pressure and challenges,how to sum up experience,to carry out differentiated small business financial business is essential to the development of the moment.In this context,based on the theory of marketing,this paper selects the small business financial business of Jilin branch of Bank of Changchun as the research object,and studies the marketing strategy.First of all,through the analysis of the current situation of the Jilin branch of Bank of Changchun branch of small business financial services in the development process.Secondly,using the PSET model analysis of small business financial servicesChangchun branch of the macro environment,including political environment,economic development,technical environment and social environment;from the internal environment of enterprises,customers,competitors analysis of small business financial services Changchun branch micro environment;on the basis of their own strengths and weaknesses,external the threats and opportunities,explore the relative competitive advantage.Thirdly,through the market segmentation of the small business financial business in Changchun,according to the enterprise’s own requirements and development requirements to determine the target market,the formation of positioning in the market segments.Finally,according to different target market segmentation,combining service marketing products,price,channel,promotion,personnel,physical evidence and process of seven elements,making the corresponding service marketing strategy,and the implementation of the protection of feasible marketing strategy from the system and personnel.Through the study of small business finance business Changchun branch should fully understand the small enterprise customer demand for financial services,standardized financial business process of small enterprises,small enterprises improve the rating system and internal operating system,build customer relationship management system of small enterprises,hierarchical management of existing customers,providing a package of financial services to support the small enterprise,improve customer stickiness and loyalty,with one or two specialty products focus on marketing,expand market share,mining high-quality customer resources,enhance brand reputation,strengthen the construction of business outlets channels and electronic channels,and strengthen the relevant government departments,chambers of Commerce,associations and industrial parks and other channels,the establishment of "brand positioning support local economic development".It is hoped that this paper can provide some reference for the development of small business finance in Changchun branch of Jilin branch.