Research On Credit Marketing Strategy Of Small And Micro Enterprises Of Nanchang Branch Of G-bank

Since the 18 th CPC national congress,the CPC central committee,the state council and the financial system have been promoting the development of small and micro enterprises and strengthening the financial services of small and micro enterprises.Under the pressure of increasing operating costs,small and micro enterprise loan risks rise sharply.Financing institutions generally slow down the pace of the expansion of the scale for small and micro enterprises.Small and micro enterprises faced with the huge financing difficulties,financing demand and financing supply can not match each other perfectly.As the main source of financing for small and micro enterprises,Banks are duty to solve the financing problems of small and micro enterprises.However,in the area of small and micro enterprise financial services,market competition is still fierce.China everbright bank's NanChang branch will not only face the competition between the four state-owned commercial Banks and the small and medium-sized commercial Banks,but also meet the challenges of foreign Banks.Under this circumstance,it's very improtant for China everbright bank Nanchang branch to fina the market position and make effective marketing strategy.On the basis of studying the financing dilemma theory of small and micro enterprises and the current situation of credit business for small and micro enterprise,this paper analyzes the current situation of small and micro credit business in Nanchang branch of China everbright bank.On the basis of studying the credit marketing environment of small and micro businesses,combined with the credit business status of Nanchang branch of Everbright Bank,we analyze the strengths,weaknesses,opportunities and challenges of credit development of Nanchang branch of China Everbright Bank.On the basis of the advanced experience of domestic and foreign banks,we carry out market segmentation and market positioning to focus Focus on business circles,industrial circles and small and micro enterprises of supply chain in the upper and lower reaches.Starting from the off platform,product standardization,service integration,aim to enhance the professional management ability.Finally,combined with the characteristics of the basic situation of Small and micro businesses and the Nanchang branch of China Everbright Bank small micro credit business,through analyzing the product,price,channel,promotion,personneland supporting measures,the paper aim to carry out marketing strategy of Small and micro businesses credit business of Nanchang branch of Everbright Bank.