吉林银行小微企业金融业务市场营销策略研究

发布时间：2018-02-01 01:49

本文关键词： 吉林银行小微企业 SWOT分析市场细分　出处：《吉林大学》2014年硕士论文　论文类型：学位论文

【摘要】：近些年来，从中央到地方各级政府支持小微企业的发展提到了前所未有的高度，我国已经进入了一个经济稳定增长的阶段，产业结构调整和加快城镇化进程已成为今后长期的发展战略，支持和发展小微企业是实现这一战略的重要举措。对于地方性银行而言，开展小微信贷业务是改善中小银行的资产结构和盈利结构，提高服务水平的有效途径，更是整个银行整个经营工作的重中之重。吉林银行作为一家在省委、省政府支持下，重组成立的地方性股份制商业银行，率先在城商行系统成立了首家持有牌照的小企业金融服务专营机构，高度重视小微金融业务，举全行之力优先发展，本着“以客户为中心、以市场为导向”的营销思路，实现了从量的整合到质的提升。在快速发展的同时，随着股份制银行和外资银行的不断进入，吉林银行业面临着前所未有的压力，尤其是小微企业金融业务面临着激烈的挑战。因此，探讨吉林银行如何提升小微企业金融业务营销竞争力具有重要的现实意义。本论文以实践和理论两个方面，以吉林银行为例，以市场细分为基础，以商业银行营销工作为视角，介绍吉林银行市场细分基础理论及主要模式，并通过阐述吉林银行小微金融业务的现状、经营中遇到的困难和存在的问题；本文运用SWOT分析法，对吉林银行经营的环境进行了全面的分析，结合吉林银行自身的情况和吉林省金融需求情况，，有针对性地提出提升吉林银行小微企业客户细分市场营销管理的若干策略和对策建议，旨在为我省的商业银行针对不同的客户群体制订不同的营销策略提供一定的参考，也为其他商业银行针对细分市场的结果制订差异化营销策略提供可以借鉴的思路。
[Abstract]:In recent years, from the central to local governments to support the development of small and micro enterprises to an unprecedented height, China has entered a stage of stable economic growth. The adjustment of industrial structure and the acceleration of urbanization process have become the long-term development strategy in the future. Supporting and developing small and micro enterprises is an important measure to realize this strategy. It is an effective way to improve the asset structure and profit structure of the small and medium-sized banks and to improve the service level to carry out the small and micro credit business, and it is also the most important part of the whole management work of the whole bank. Jilin Bank, as a local joint-stock commercial bank with the support of the provincial party committee and the provincial government, took the lead in setting up the first small enterprise financial service monopoly institution in the city commercial bank system. Attach great importance to small and micro financial business, take the force of the whole bank to give priority to development, in line with the "customer-centered, market-oriented" marketing thinking, from the integration of quantity to the quality of the promotion. At the same time of rapid development. With the continuous entry of joint-stock banks and foreign banks, the Jilin banking industry is facing unprecedented pressure, especially the small and micro enterprise financial business is facing fierce challenges. It is of great practical significance to discuss how Jilin Bank can enhance the marketing competitiveness of small and micro enterprises. Taking Jilin Bank as an example, taking the market segmentation as the foundation and the commercial bank marketing work as the angle of view, this paper introduces the basic theory and the main models of the Jilin Bank market segmentation from the two aspects of practice and theory. And through expatiating the present situation of Jilin Bank's small and micro financial business, the difficulties and existing problems in the management; This paper makes a comprehensive analysis of the operating environment of Jilin Bank by means of SWOT analysis, combining the situation of Jilin Bank and the financial demand of Jilin Province. This paper puts forward some strategies and countermeasures to improve the customer segmentation marketing management of Jilin Bank. The purpose of this paper is to provide a certain reference for commercial banks in our province to formulate different marketing strategies for different customer groups. It also provides some useful ideas for other commercial banks to formulate differentiated marketing strategies in view of the market segmentation results.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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