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Changsha Branch of Huaxia Bank the SME Loan Marketing Strategies

Author: PengYouLan
Tutor: DengChao
School: Central South University
Course: Business Administration
Keywords: small & medium enterprises(SMEs) Competitive positioning Credit market segmentation Credit marketing strategies
CLC: F832.4;F276.3
Type: Master's thesis
Year: 2011
Downloads: 140
Quote: 0
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With the increasely opening up of China’s financial system, China’s banking is facing unprecedented fierce competition in the market. At the same time, the growing prosperity of small & medium enterprise(SME) customers has gradually become a new profit growth in commercial banks. However, the relative researches on SME credit marketing are not deep-going studied enough at present in our country. What the thesis does is to figure out a way for Changsha Branch of Huaxia Bank in conducting marketing activities in the SME credit market, to make practical marketing strategies.In the thesis, based on the related theories about SME credit marketing, a preliminary analysis about the SME credit market status is made for Changsha Branch of Huaxia Bank. According to the problems existing in the bank about the SME credit marketing, the principles、objectives and the strategic frame of SME credit marketing are proposed. The market is divided and repositioned according to the actual situation. The 4Ps marketing mix strategies are put fouward according to the actual market.Finally,a program for implementing and ensuring such strategies is made.

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CLC: > Economic > Economic planning and management > Enterprise economy > A variety of enterprise and economic > Small and medium-sized enterprises, township enterprises
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