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Small and Medium-Sized Enterprises Customers’Relationship Marketing Research of Shanghai Pudong Development Bank

Author: ZhangLi
Tutor: CuiXun
School: Ocean University of China
Course: Business Administration
Keywords: Relationship marketing Small and medium-sized enterprises Relationship lending Shanghai Pudong Development Bank
CLC: F832.33
Type: Master's thesis
Year: 2012
Downloads: 10
Quote: 0
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Abstract


With the opening of financial markets and the increasingly fierce competition of domestic banking sector, the credit demands in large enterprise market is reaching saturation point generally. In contrast, small and medium-sized enterprises (SMEs) have strong financing needs and become the new contribution to the profits. Increasing SMEs customers and consolidate the relationship with them are the natural trend for Shanghai Pudong Develop Bank. As a result, carefully analyze SMEs relationship marketing and find suitable marketing strategies become especially important.Relationship marketing is a big development of modern marketing theory and after that short run exchange marketing is substituted by long run relation. SMEs already became the most important clients and they became a part of relationship marketing of Shanghai Pudong Development Bank. One of the traits of SMEs is that lending from bank is the most important way of financing source. Relationship lending this kind of credit is meet relationship marketing’s requirement, is a suitable way to start overall relationship marketing. Pudong Development Bank launch SMEs relationship marketing own some strengths and weakness, meet some opportunities and face some treats, so choose a correct target market is especially important. Although Pudong Development Bank has a good job on SMEs department but still facing some problems, such as the products and service cannot meet client’s requirement, lack of branches, customer management system lag behind, the constitution is imperfect and reaction is slow, lack of incentive. In order to solve these problems, Pudong Development Bank develop some strategies which include product combination strategy, service strategy, develop and consolidate customer relation strategy, amplify marketing channel, increasing branch and incentive strategy.A case study base on branch A focus on relationship lending and relationship marketing which arise from the former, the result as follows, the branch A fully use the product combination strategy, service strategy and amplify and consolidate customer relation strategy etc. Branch A has a good performance on SMEs department which fully certify the effectiveness of the strategies.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial organizations, banks > Commercial banks ( specialized banks )
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