Research On Marketing Strategy Optimization Of Sme Credit Business Of CCB Hunan Branch

China's economy is experiencing rapid development,small and medium-sized business enterprises have gradually become an important part of this economic development.Those enterprises not only promote the development of the national economy but also utilize a large number of surplus labours.A business strategy was put forward by the head office of China Construction Bank.This strategy would vigorously develop and actively seize the credit market of small and medium-sized enterprises.The strategy requires progressive credit business development.In particular,for the Hunan branch of China Construction Bank,the method to promote the development of credit business for the small and medium-sized enterprise is a subject worth studying.Firstly,this paper briefly presents the background and implication of the topic,relevant literature here and abroad,as well as the content and method of the research.The paper continues to examine the contextual and macro environments and industry advantages of the focused credit market for the Hunan Branch of CCB(China Construction Bank).The paper then illustrates the current marketing strategies from four aspects together with their short-comings and explanations,including product,price,channel and marketing.Secondly,in view of the objectives and philosophy behind this credit business development,suggestions on marketing strategy optimization are offered in four aspects,including product,price,network and service strategy,based on results from the STP analysis.Finally,taking team building,corporate culture,protection mechanism,risk control and many other aspects into account,this paper deliberates some safeguard measures and a brief evaluation for the implementation of disused credit business development strategyAccording to the principles of ‘finding problems,analyzing problems and solving problems',this paper analyzes the current market of the small and medium-sized enterprises credit business for Hunan Branch of CCB.The paper presents the marketing strategy for this credit business especially its present-day application for Hunan Branch of CCB.This paper can be expected to play a guiding role in business development for Hunan Branch of CCB ‘s small and medium-sized enterprises credit business,also has a positive significance for the marketing strategies optimization for other commercial banks.