宁夏银行小微企业贷款营销策略研究

发布时间：2018-06-16 01:28

本文选题：银行 + 小微企业　；参考：《西北大学》2015年硕士论文

【摘要】：作为国民经济的基础细胞,小微企业始终是推动国民经济持续发展的一支重要力量。近些年来,小微企业的发展得到了从中央到地方各级政府和社会的积极关注和支持。作为地方性城市商业银行,大力发展小微企业贷款业务,不仅响应了政府的号召,也是实现自身可持续发展的战略选择。在开展小微企业贷款业务中,如何在金融机构的压力和非金融机构的挑战下,结合自身资源禀赋,既能够维持现有的市场,又能开拓出新的市场,营销策略的应用成为银行提升竞争力的战略保障。本文以市场营销相关理论为切入点,以宁夏银行小微企业贷款营销为研究对象,通过对“4P,,和“4C”理论、波特的五力模型以及"SWOT"优劣势分析等一系列市场营销理论工具的运用,对其从宏观环境、市场容量、行业环境、内部环境等方面进行营销战略环境的分析的基础上,设计出符合宁夏银行实际业务发展的营销策略,包括满足客户需求、降低客户成本、为客户提供便利、加强与客户沟通。并从组织架构优化、风险控制、人力资源管理和科技保障等方面提出保障实施的有效措施。本文根据营销相关理论对宁夏银行小微企业贷款业务制定了全面、细致的营销策略,能够为宁夏银行发展小微企业贷款业务提供一定的营销指导作用,也期望对其它同类城市商业银行小微企业贷款营销方面存在相似问题的,有一定的借鉴作用。
[Abstract]:As the basic cells of the national economy, small and micro enterprises are always an important force to promote the sustainable development of the national economy. In recent years, the development of small and micro enterprises has been actively concerned and supported by government and society from central to local levels. As a local city commercial bank, it not only responds to the call of the government, but also is the strategic choice to realize its own sustainable development. Under the pressure of financial institutions and the challenges of non-financial institutions, how can we maintain existing markets and open up new ones under the pressure of financial institutions and the challenges of non-financial institutions, combining their own resource endowments? The application of marketing strategy has become a strategic guarantee for banks to enhance their competitiveness. This article regards the marketing related theory as the breakthrough point, takes the Ningxia bank small and micro enterprise loan marketing as the research object, through the "4PX," and "4C" theory, Porter's five-force model and the analysis of the advantages and disadvantages of SWOT are based on the analysis of the marketing strategic environment from the macro environment, market capacity, industry environment, internal environment and so on, based on the application of a series of marketing theoretical tools, such as the macro environment, the market capacity, the industry environment, and the internal environment, etc. Design the marketing strategy that accords with the actual business development of Ningxia Bank, including satisfying the customer's demand, reducing the customer's cost, providing the convenience for the customer, strengthening the communication with the customer. The effective measures are put forward from the aspects of organizational structure optimization, risk control, human resource management and science and technology guarantee. According to the theory of marketing, this paper makes a comprehensive and detailed marketing strategy for the loan business of small and micro enterprises of Ningxia Bank, which can provide some marketing guidance for the development of loan business of small and micro enterprises in Ningxia Bank. It is also expected that there are similar problems in loan marketing of small and micro enterprises in other similar city commercial banks, which can be used for reference.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F276.3;F832.4

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