包商银行小企业信贷市场的营销管理研究

发布时间：2018-05-09 00:08

本文选题：包商银行 + 小企业信贷　；参考：《内蒙古大学》2012年硕士论文

【摘要】：20世纪九十年代中后期,随着我国市场化程度的提高以及国内外贸易环境的变化,中小企业在经济运行中发挥着越来越重要的作用,如充当经济增长引擎、创造就业机会、活跃市场以及优化调整产业结构等等。但是,由于其自身的特殊性,中小企业的发展受到多方面的制约,而融资问题首当其冲。鉴于我国中小企业融资困难的状况,商业银行针对中小企业的信贷营销,也具有较大的挑战性。相对于大企业,中小企业总体管理水平低,财务会计制度不健全,使得商业银行在了解中小企业经营业务、经济效益、投资风险、还贷能力方面存在困难,加大了信贷营销过程中的信息搜集成本及中小企业融资成本,这种信贷过程中的信息不对称大大增加了商业银行的风险概率。正确分析和解决金融危机背景下我国小企业的融资问题,是一个理论问题,更是一个实践课题。国内现在专注于中小企业的金融机构非常多,除了各家城市商业银行,信用社等小型金融机构之外,一些大型国有商业银行、甚至外资银行也大力发展这方面的业务。目前,包商银行在小微信贷方面创造了可观的经济效益,同时扶持了一大批小企业,促进了当地经济发展方式转变。包商银行已经在微小企业金融方面建立起较为明显的比较优势和品牌优势,并在战略制定方面将其作为企业国际化战略的突破口。本论文从实践和理论两个层面,以包商银行为例,分析了商业银行面对国内和外资金融机构的双重竞争压力,创新商业生态,重新进行市场定位,寻求新的经济增长点的过程。文章认为商业银行应该差异化的定位市场营销策略,解决小企业融资难问题,建立一个可持续、可复制的商业模式,实现企业、银行和政府的共赢,获取市场竞争优势。
[Abstract]:In the middle and late 1990s, with the improvement of China's marketization and the changes of the domestic and foreign trade environment, small and medium-sized enterprises are playing an increasingly important role in the economic operation, such as acting as the engine of economic growth and creating employment opportunities. Activate the market and optimize and adjust the industrial structure and so on. However, because of its own particularity, the development of small and medium-sized enterprises is restricted by many aspects, and financing problems bear the brunt. In view of the financing difficulties of SMEs in China, the credit marketing of commercial banks for SMEs is also challenging. Compared with large enterprises, the overall management level of SMEs is low, and the financial accounting system is not perfect, which makes commercial banks have difficulties in understanding SMEs' business operations, economic benefits, investment risks, and ability to repay loans. It increases the cost of collecting information in the process of credit marketing and the financing cost of small and medium-sized enterprises. The asymmetric information in the credit process greatly increases the risk probability of commercial banks. It is a theoretical and practical problem to correctly analyze and solve the financing problem of small enterprises in China under the background of financial crisis. At present, there are a lot of financial institutions focusing on small and medium-sized enterprises in China. In addition to small financial institutions such as city commercial banks, credit unions and so on, some large state-owned commercial banks, even foreign banks, have also vigorously developed their business in this area. At present, the contractor's bank has created considerable economic benefits in the area of micro-credit, at the same time supported a large number of small enterprises, and promoted the transformation of the local economic development mode. The contractor bank has established the obvious comparative advantage and brand advantage in the small and medium-sized enterprise finance, and regard it as the breakthrough point of the enterprise internationalization strategy in the strategic formulation aspect. This paper analyzes the process of commercial banks facing the double competitive pressure of domestic and foreign financial institutions, innovating the business ecology, re-positioning the market and seeking new economic growth points from the perspective of practice and theory, taking the contractor bank as an example. The paper holds that commercial banks should position marketing strategies differently, solve the problem of financing difficulties of small enterprises, establish a sustainable and replicable business model, realize the win-win situation of enterprises, banks and governments, and obtain market competitive advantages.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.33

【参考文献】