资源描述：
《富滇银行中小企业客户信贷营销策略研究.pdf》由会员上传分享，免费在线阅读，更多相关内容在学术论文-天天文库。
1、AbstractAbstractAgainstthebackgroundofRMBinternationalization,interestrateliberalizationandfinancialdisinter-mediation,competitioninthefinancemarketisincreasinglyfierceandfinancialinnovationisemergingcontinuously.Today,itisdifficultforthetraditionalbanktogaincompetitiveadvantagej
2、ustdependonmakingprofitfrominterestmargin.Citycommercialbanksneedtofindthebreakthroughmeanwhiletoadapttothechangeofnationaleconomicpolicy.Theyshouldtakeanewlookattheirmarketingstrategyandtargetcustomer.Therefore,changingthetargetcustomerfromnationallarge-scaleenterprisestothesmal
3、landmedium-sizedenterpriseswhichmakeaconsiderableproportionandrepresentthedevelopmentofemergingindustry.Therightpositionforcurrentbankis“thesmallandmedium-sizedenterprisesbank”.Practicingdifferentiatedmarketingtacticsshouldcombinetheownresourceofbanksandtheparticularcircumstances
4、ofthesmallandmedium-sizedenterprises.Likeeveryenterprise,thecitycommercialbankalsohasprofit-seekingnature,sothecitycommercialbankneedtodevelopagroupofhighqualitysmallandmedium-sizedenterprises.Forthosereasons,thedemandofsmallandmedium-sizedenterprisesisnotjusttheproblemformacroec
5、onomybutalsotheproblemforcitycommercialbanktosolveinordertowinthiskindofcustomer.TheresearchobjectofthispaperisFudianBank.Firstofall,thispaperdiscussedthetheoriesofmarketingandanalyzedthescopeandfeatureofsmallandmedium-sizedcustomer.Secondly,thispaperanalyzedthecurrentmarketingst
6、rategyofFudianBankaimingthethesmallandmedium-sizedenterprisesascustomers,aswellasfoundweaklinkofcurrentstrategy.Thirdly,accordingtopresentsituationandproblemmentionedinthesecondpart,thispaperproposedamarketingstrategytogainawin-winsituationbetweenbankandenterprise.Finally,thispap
7、ersummarizedthesuitablechoiceofFudianBank’smarketingstrategyforthesmallandmedium-sizedenterprisecustomerinthecompetitivemarketenvironment.IIAbstractKeywords:FudianBank,SmallandMedium-sizedEnterprises,CustomerMarketing,MarketingStrategyIII目录目录摘要....................................
8、........................................
