YG公司小额信贷营销案例研究
发布时间：2018-11-16 07:20
【摘要】：小额信贷以扶贫的形式产生。从最初向农村贫困群体提供扶贫基金，到向小微型企业提供融资需求，，经过20多年的实践，小额信贷已发展成一种新型的金融工具，伴随而起的小额信贷机构也走向了商业化发展道路。在我国逐渐实施金融改革的背景下，YG公司也加入了小额信贷的潮流中，向中低收入人群和中小型企业主提供无抵押无担保的信用贷款。 以改善贫困人群生活和帮助中小企业解决融资困难为己任的小额信贷公司，受到学术界和实业界的广泛关注，研究和指导着小额信贷公司的营销实践。因此，对YG公司的营销策略的研究，无论是从理论上，还是营销实际工作中，均具有参考意义。 本论文以YG公司的营销案例为研究对象，以小额信贷为行业背景，介绍了YG公司的发展历程、产品特点、市场扩展、营销策略及其发展中的困惑。针对2013年的营销目标，案例中提供了三种营销策略方案。这三种营销方案中，均采用了内外部环境分析，有的还运用了SWOT理论和五力竞争模型分析，试图找出YG公司市场定位和制定比较合适的营销策略。 在案例分析中，本文从营销决策和营销环境的关系入手，分析营销环境对营销决策的影响和营销决策对营销环境的反作用，得出营销决策的效益最大化受决策效用值与营销环境正面效果和营销环境负面效果的影响。结合案例中表述的问题，本文采用了递阶层次决策模型，经过判断矩阵的建立和归一化处理，从一致性比率中选择了最佳的营销方案。除此以外，本文还根据案例中讲述的情形，建议YG公司还可以采用提升服务策略，改进服务跟踪和内容；整合营销传播策略，树立企业品牌形象。 在三年快速扩展中，YG公司营销策略需要根据市场变化而做出调整和改进。而营销决策更是要科学地使其效益最大化，为此需要运用科学地营销决策模型。相信YG公司能够在日益激烈的市场竞争中赢得比较优势，为小额信贷组织的持续性发展提供一个成功的典范，为我国金融改革与金融创新提供现实模板，也为众多小微型企业的融资需求提供资金支持。
[Abstract]:Microfinance came into being in the form of poverty alleviation. From the initial provision of poverty alleviation funds to the financing needs of small and micro enterprises, microcredit has developed into a new type of financial instrument after more than 20 years of practice. With the rise of microfinance institutions have also moved towards the road of commercial development. Under the background of gradually implementing financial reform in our country, YG Company has joined the trend of micro-credit, providing unsecured and unsecured credit to middle and low income people and small and medium-sized enterprises. Microfinance companies, which are responsible for improving the lives of poor people and helping small and medium-sized enterprises to solve their financing difficulties, have received extensive attention from academia and industry, and have studied and guided the marketing practice of microfinance companies. Therefore, the study of YG's marketing strategy is of great significance in both theory and practice. This paper takes the marketing case of YG Company as the research object, taking the micro-credit as the industry background, introduces the development course, the product characteristic, the market expansion, the marketing strategy and the confusion in the development of YG Company. For the 2013 marketing target, the case provides three marketing strategies. In these three marketing schemes, internal and external environment analysis is adopted, and some use SWOT theory and five-force competition model to try to find out the market position of YG company and make more suitable marketing strategy. In the case study, this paper starts with the relationship between marketing decision and marketing environment, analyzes the influence of marketing environment on marketing decision and the reaction of marketing decision to marketing environment. It is concluded that the benefit maximization of marketing decision is influenced by the value of decision utility, the positive effect of marketing environment and the negative effect of marketing environment. Combined with the problems expressed in the case, this paper adopts the hierarchical sub-decision model, through the establishment and normalization of the judgment matrix, selects the best marketing scheme from the consistency ratio. In addition, according to the situation described in the case, this paper suggests that YG can adopt the strategy of improving service, improving service tracking and content, integrating marketing communication strategy, and establishing enterprise brand image. In three years of rapid expansion, YG's marketing strategy needs to be adjusted and improved according to market changes. And marketing decision is to make its benefit maximization scientifically, so it needs to use scientific marketing decision model. It is believed that YG can win comparative advantage in the increasingly fierce market competition, provide a successful model for the sustainable development of microfinance organizations, and provide a practical template for financial reform and financial innovation in China. It also provides financial support for the financing needs of many small and micro enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39
本文编号：2334842
[Abstract]:Microfinance came into being in the form of poverty alleviation. From the initial provision of poverty alleviation funds to the financing needs of small and micro enterprises, microcredit has developed into a new type of financial instrument after more than 20 years of practice. With the rise of microfinance institutions have also moved towards the road of commercial development. Under the background of gradually implementing financial reform in our country, YG Company has joined the trend of micro-credit, providing unsecured and unsecured credit to middle and low income people and small and medium-sized enterprises. Microfinance companies, which are responsible for improving the lives of poor people and helping small and medium-sized enterprises to solve their financing difficulties, have received extensive attention from academia and industry, and have studied and guided the marketing practice of microfinance companies. Therefore, the study of YG's marketing strategy is of great significance in both theory and practice. This paper takes the marketing case of YG Company as the research object, taking the micro-credit as the industry background, introduces the development course, the product characteristic, the market expansion, the marketing strategy and the confusion in the development of YG Company. For the 2013 marketing target, the case provides three marketing strategies. In these three marketing schemes, internal and external environment analysis is adopted, and some use SWOT theory and five-force competition model to try to find out the market position of YG company and make more suitable marketing strategy. In the case study, this paper starts with the relationship between marketing decision and marketing environment, analyzes the influence of marketing environment on marketing decision and the reaction of marketing decision to marketing environment. It is concluded that the benefit maximization of marketing decision is influenced by the value of decision utility, the positive effect of marketing environment and the negative effect of marketing environment. Combined with the problems expressed in the case, this paper adopts the hierarchical sub-decision model, through the establishment and normalization of the judgment matrix, selects the best marketing scheme from the consistency ratio. In addition, according to the situation described in the case, this paper suggests that YG can adopt the strategy of improving service, improving service tracking and content, integrating marketing communication strategy, and establishing enterprise brand image. In three years of rapid expansion, YG's marketing strategy needs to be adjusted and improved according to market changes. And marketing decision is to make its benefit maximization scientifically, so it needs to use scientific marketing decision model. It is believed that YG can win comparative advantage in the increasingly fierce market competition, provide a successful model for the sustainable development of microfinance organizations, and provide a practical template for financial reform and financial innovation in China. It also provides financial support for the financing needs of many small and micro enterprises.
【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39
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