Research On Marketing Strategy Of Bank Of China Y Branch's Credit Grant For SMEs

The small and medium-sized enterprises are the active economic growth points of Y Province,which has made great contributions to the development of the social economy.Small and medium-sized enterprises are in urgent need of credit support from banks.However,there is a contradiction between "Credit Difficulty" and "difficult credit" for SMEs.From the perspective of banks,it is of great significance to study the marketing strategy of SME credit business.This paper selects the bank Y branch as the basic research object,on the basis of modern marketing theories,through the discovery of path-Analysis-to solve the problem ",the use of literature research,case study,comparative study and other scientific methods,the current situation of SME credit on the Bank of China branch of Y analysis,and has carried on the analysis to the the problems such as marketing idea of market is not strong,the product differentiation is not strong and so on,it mainly uses the view of marketing theory is more suitable for Chinese Y branch of bank credit business of small and medium-sized enterprises marketing strategy,mainly including: 1,multi process optimization strategy of Y branch of Bank of China credit marketing of small and medium-sized enterprises,and actively promote the construction of financing guarantee system innovation,guarantee;diversified marketing channels and means;implement differentiated evaluation methods;strengthen the cooperation with the government,We should set up a linkage mechanism for small and micro financial services,strictly implement the policy of reducing fees and letting profits of the head office(price strategy),risk prevention and control,and implement the STP strategy of SME credit batch mode and other aspects.2,build differentiated marketing strategy: product differentiation strategy,service differentiation strategy,practitioners differentiation strategy,image differentiation strategy,promotion strategy differentiation strategy and relationship marketingstrategy.3,build a new type of small and medium-sized enterprise credit network.This study provides an effective marketing combination strategy for the SME credit business marketing development of the Y branch of China Bank of China,and has a certain reference for the same industry.