B银行小企业集群营销的开发与操作模式研究

发布时间：2018-01-01 11:33

本文关键词：B银行小企业集群营销的开发与操作模式研究　出处：《电子科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：2013年,随着国内经济转型和银行市场竞争的白热化及利率市场化进程的加快,一方面各类商业银行均将小微企业信贷作为战略发展的一项重要布局,加大对小微企业信贷的资源配置和考核,另一方面,小微企业自身经营风险高、信息不透明、抵押物小及融资需求“短、小、频、急”的特点与银行人员配置紧、风险控制严、追求规模效益之间存在矛盾。在此背景下,集群营销因其批量获取客户、掌握企业核心经营要点、系统控制企业风险的特点越来越多被银行使用。本文通过对B银行对三个小企业集群的成功信贷开发案例的分析,总结出银行小企业信贷业务集群开发模式和要点。认为银行必须通过对政策的正确解读、对行业的整体把握、对商圈定位的把控、商圈客户的准确分析、对商户的分类营销、对风险的科学监控,才能成功实施小企业商圈信贷开发战略。现将每一章节的内容简要地概述如下:第一章为绪论,介绍了本文的选题背景、意义,研究方法、信息来源、论文结构。第二章对小企业集群营销基础理论进行概述,对企业集群营销的概念和发展背景、小企业集群类型、银行对小企业商圈客户进行信贷开发的现状进行了介绍,为后续的案例分析提供理论支持。文章从组织形态将商圈分为商品易货市场、商业街区、物流园区、电子商务平台等几类,并指出,商圈融资业务应该从目标客户群的角度对管理的理念进行考量。由于单一客户的信用资质、信息搜集能力常常是不足的,用“群体”的规模效益和集体信用进行规避是比较明智的选择。根据各类客户不同的经营特点,开具个性化的风险规避政策,提供差异化的授信支持,将规模效益孕育在批量客户的集体效应中。第三章通过对经济发展和B银行整体战略情况的简介、四川省中小企业发展情况的调查及B银行中小企业业务现状分析,说明了B银行中小企业信贷业务面临的机遇和挑战以及进行小企业信贷业务批量营销的必要性。第四章通过对B银行总行和分行的三个集群开发事例的分析,找出不同行业、不同集群营销中银行关注的共同点,为下一步集群营销模式的总结提供事例依据。第五章通过对B银行总行和成都分行的三个事例的归纳,提出银行小企业信贷业务集群开发的实施模式以及模式中的关键环节是行业选择、客户分类选择和确定相应的担保形式,并初步总结出量化标准,完善成集群开发操作实践的方法论,使之成为可复制的操作模型。
[Abstract]:In 2013, with the intense and the process of marketization of interest rates for domestic economic restructuring and competition in the banking market to speed up the layout, an important hand of various types of commercial banks will be Small and micro businesses credit as a strategic development, increase the small and micro enterprise credit assessment and allocation of resources, on the other hand, Small and micro businesses operate their own high risk information opaque, collateral, and financing needs "short, small, frequent, urgent" characteristics and bank personnel tight risk control strictly, the contradiction between the pursuit of economies of scale. In this context, cluster marketing because of its batch access to customers, grasp the enterprise core business points, more and more characteristics of enterprise risk control system the bank was used. Based on the analysis of B bank for three small enterprises cluster successful credit development case, summed up the bank small business credit business cluster development model and to believe that the bank will point. Must through the correct interpretation of the policy, the overall grasp of the industry, the positioning of the control values, accurate analysis of customer values, classification of marketing business, scientific monitoring of risk, in order to successfully implement the strategy for the development of small business credit business. We will briefly outline the content of each chapter is as follows: the first chapter the introduction introduces the background, significance, research methods, sources of information, the structure of the thesis. The second chapter summarizes the basic theory of enterprise cluster marketing, concept and development background of enterprise cluster marketing, cluster of small enterprises, the status of the bank credit development of small enterprise customers to provide theoretical values, support for the follow-up case analysis. This article will form values into commodity barter market, commercial district, logistics park, e-commerce platform and so on, and pointed out that the district should be from the financing business Consideration of management point of view of the target audience. Due to a single customer credit qualification, often the information collection ability is insufficient, with the "group" scale benefit and collective credit aversion is a more sensible choice. According to the operating characteristics of all kinds of different customers, to avoid the risk of policy issued personalized, to provide differentiated credit support, the scale breeding in the collective effect batch to the client. The third chapter focuses on the economic development and the overall situation of B bank strategy, investigation and analysis of B SME business development situation of small and medium-sized enterprises in Sichuan Province, the face of the B bank SME credit business opportunities and challenges and necessity the small business credit business volume marketing. The fourth chapter is the analysis of the B bank and branch of the three cluster development case, find out the different industries, different sets Common Bank Group Marketing concern, provide a case basis for cluster marketing mode of the next step up. In the fifth chapter, through three examples of B bank and the Chengdu branch of the summary, proposes the key link of the bank small business credit business cluster development implementation mode and mode is the industry choice, customer classification and selection to determine the appropriate form of security, and summarizes the quantitative criteria, to improve the method of cluster development practice theory, making operation model can be copied.

【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.4;F276.3

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