C商业银行中小企业客户营销策略研究

发布时间：2018-03-20 00:16

本文选题：商业银行　切入点：中小企业　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：在金融行业竞争高度激烈、金融创新层出不穷的时代,随着利率市场化、人民币国际化以及金融脱媒趋势的形成,商业银行依赖传统利差收入的增长模式,欲在日益分割的大客户市场占领一席之地则变得愈发困难。由此,商业银行往往不得不另辟蹊径寻找新的突破口,并顺应金融环境和国家经济政策的变化,对营销策略和目标市场进行重新审视,最终纷纷将营销战略的着眼点转移到了代表新兴产业发展方向且占GDP较大比例的中小企业客户方向,并结合自身资源禀赋制定针对中小企业市场的差异化经营战略,更是着力打造“中小企业客户银行”的市场定位。商业银行纷纷看重中小企业客户发展,很大程度上基于盈利考虑和其培育长期的优质客户群的营销目标。可见如何解决中小企业融资难的问题,从而夺得中小企业客户“资源保卫战”的胜利,不仅逐渐成为宏观经济政策关注的重点,更是越来越成为商业银行营销策略所专注的重点。本文以C商业银行为研究客体,从市场营销基础理论概述切入,展开对中小企业客户的定义与经济特征分析,并在参考国内外理论文献基础上,通过充分的市场调研和实践分析,总结出我国商业银行针对中小企业客户的营销策略目标和方向。以此为依据,通过一系列营销模型分析,运用波特五种力量模型、SWOT分析、“4P理论”和“4C理论”、PEST等市场营销理论工具,结合C商业银行实际,对现有经济形势和市场条件下商业银行面向中小企业客户营销模式的可行性进行一系列分析和论证,并据此总结出一套中小企业客户营销模式在商业银行中实际运用的模型。本文研究的目的,是在市场营销理论及相关商业银行营销策略探索和研究的理论基础上,有针对性地提出一套商业银行之间竞合发展、银行与企业合作平台有效搭建、从而实现双赢局面的银行与企业发展的解决方案。
[Abstract]:In the era of highly competitive financial industry and endless financial innovation, with the interest rate marketization, RMB internationalization and the formation of financial disintermediation trend, commercial banks rely on the traditional interest rate income growth model. It is becoming increasingly difficult to gain a place in the increasingly fragmented market for big customers. As a result, commercial banks often have to find new ways to break through and adapt to changes in the financial environment and national economic policies. Reexamine the marketing strategy and target market, and finally shift the focus of marketing strategy to small and medium-sized enterprises (SMEs), which represent the developing direction of emerging industries and account for a large proportion of GDP. Combined with their own resource endowment to formulate a differentiated management strategy for the market of small and medium-sized enterprises, they also focus on the market positioning of "small and medium-sized enterprise customer banks." Commercial banks attach importance to the development of small and medium-sized enterprises' customers. In large part, based on profit considerations and its marketing goal of cultivating a long-term high-quality customer base, we can see how to solve the problem of financing difficulties for small and medium-sized enterprises, thereby winning the "resource defense war" for small and medium-sized enterprise customers. It not only becomes the focus of macroeconomic policy, but also becomes the focus of commercial bank marketing strategy. This article takes C commercial bank as the research object, from the marketing basic theory outline, carries out the definition and the economic characteristic analysis to the small and medium-sized enterprise customer, and in the reference domestic and foreign theory literature foundation, Through full market research and practical analysis, the paper summarizes the marketing strategy target and direction of Chinese commercial banks for small and medium-sized enterprises. Based on this, through a series of marketing model analysis, Using Porter's five power models and SWOT analysis, "4P theory" and "4C theory" and other marketing tools such as pest, combined with C commercial bank practice, This paper makes a series of analysis and demonstration on the feasibility of the customer marketing model of commercial banks facing small and medium-sized enterprises under the current economic situation and market conditions, and sums up a set of models for the practical application of the customer marketing mode of small and medium-sized enterprises in commercial banks. The purpose of this paper is to put forward a set of competitive development among commercial banks based on the theories of marketing theory and related commercial banks' marketing strategies, and to set up an effective platform for cooperation between banks and enterprises. To achieve a win-win situation of the banking and enterprise development solutions.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.2

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