| ACKNOWLEDGEMENT | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-19页 |
| Chapter I Introduction | 第19-24页 |
| 1.1 Research background and significance | 第19-21页 |
| 1.2 Definitions of concepts | 第21-22页 |
| 1.2.1 State-owned commercial banks | 第21-22页 |
| 1.2.2 Small and medium-sized real estate enterprises | 第22页 |
| 1.3 Research methodology | 第22-23页 |
| 1.4 Summary | 第23-24页 |
| Chapter II Literature review | 第24-33页 |
| 2.1 Marketing management theory | 第24-25页 |
| 2.2 Service marketing theory | 第25页 |
| 2.3 Bank marketing theory | 第25-26页 |
| 2.4 Research on financial support for the real estate industry | 第26-32页 |
| 2.5 Summary | 第32-33页 |
| Chapter III Analysis of financial business in small and medium-sized real estate enterprises | 第33-43页 |
| 3.1 General characteristics of financial business of real estate enterprises . | 第33-39页 |
| 3.1.1 Large demand for capital | 第33-34页 |
| 3.1.2 Large policy risks | 第34-36页 |
| 3.1.3 A variety of financial service demands | 第36-39页 |
| 3.2 Characteristics of financial business of small and medium-sized real estate enterprises | 第39-41页 |
| 3.2.1 Inheritance of the general characteristics of real estate enterprises | 第39页 |
| 3.2.2 Low price elasticity of services and good comprehensive service conditions | 第39-40页 |
| 3.2.3 Low credit standing | 第40-41页 |
| 3.2.4 High business growth rate | 第41页 |
| 3.3 Summary | 第41-43页 |
| Chapter IV Branch Z: Introduction and positioning of financial service related to small and medium-sized real estate enterprises | 第43-52页 |
| 4.1 Growth of Branch Z’s financial service regarding small and medium-sized real estate enterprises | 第43-47页 |
| 4.2 Shares of Branch Z’s financial service regarding small and medium-sized real estate enterprises | 第47-50页 |
| 4.3 Summary：strategic positioning based on Boston Matrix | 第50-52页 |
| Chapter V Branch Z: Strategic analysis of financial service related to small and medium-sized real estate enterprises | 第52-63页 |
| 5.1 Strengths of financial service of Branch Z | 第52-53页 |
| 5.1.1 Historical and geographic strengths | 第52页 |
| 5.1.2 Strengths in business experience | 第52-53页 |
| 5.2 Weakness of financial service of Branch Z | 第53-56页 |
| 5.2.1 Singular marketing method | 第53-55页 |
| 5.2.2 Distractions of professional teams | 第55页 |
| 5.2.3 Excessively long-lasting internal review | 第55-56页 |
| 5.3 Market opportunities of financial service for medium and small sized real-estate enterprises | 第56-59页 |
| 5.3.1 Ever-increasing business scale | 第56-57页 |
| 5.3.2 Continuously stronger client base | 第57页 |
| 5.3.3 Rapid development of investment banking and non-credit business | 第57-58页 |
| 5.3.4 Increasing demand of real-estate enterprises for diverse industrial financing | 第58-59页 |
| 5.4 Market threats of financial business for medium and small Sized enterprises | 第59-62页 |
| 5.4.1 Fierce internal and external competition | 第59-60页 |
| 5.4.2 Comparatively low client loyalty | 第60页 |
| 5.4.3 Clients’ high requirements on timeliness | 第60-61页 |
| 5.4.4 Difficult business outcome | 第61页 |
| 5.4.5 Outflow of mainstay talents | 第61-62页 |
| 5.5 Summary | 第62-63页 |
| Chapter VI Optimization of real estate financial business marketing strategies . | 第63-78页 |
| 6.1 Marketing optimization | 第63-70页 |
| 6.1.1 Original marketing | 第63-64页 |
| 6.1.2 ECRS in marketing | 第64-67页 |
| 6.1.3 Marketing optimization | 第67-70页 |
| 6.2 Optimization of marketing strategies | 第70-77页 |
| 6.2.1 Understanding macro policies in advance | 第70页 |
| 6.2.2 Strengthening projects recognition | 第70-71页 |
| 6.2.3 Improving the process management of submission for examination and approval | 第71-73页 |
| 6.2.4 Creating customer demands with the help of investment banking | 第73-75页 |
| 6.2.5 Developing customer acceptance by professional competence .. | 第75-76页 |
| 6.2.6 Active management and control of potential risks | 第76-77页 |
| 6.3 Summary | 第77-78页 |
| Chapter VII Conclusions and implications | 第78-80页 |
| Reference | 第80-82页 |
