宁波银行小企业融资业务营销策略研究

发布时间：2018-04-18 12:09

本文选题：融资业务 + 小企业　；参考：《宁波大学》2014年硕士论文

【摘要】：小企业在当今国民经济中发挥着重要作用，国家对小企业的政策支持导向也越来越明确，，同时随着利率市场化的不断推进，小企业客户逐渐成为商业银行“追逐”的对象。小企业融资业务成为商业银行新的利润增长点,对银行盈利模式和风险控制提出了新的要求,各家商业银行在小企业融资业务领域不断深入探索，并从原来的被动等待转变为主动营销。宁波银行早在21世纪初就致力于发展小企业融资业务，积累了一定的经验，但在愈演愈烈的市场竞争中还是存在某些不足。通过对宁波银行日常经营管理的分析，以及向小企业发放调查问卷进行反馈信息的收集，发现目前宁波银行小企业融资业务营销存在产品本地化特性不足、客户行业类型缺乏多元化、授信条件严格、贷款定价不够科学等一系列问题。宁波银行若要实现小企业融资业务的进一步发展，从容面对日趋激烈的市场竞争，必须顺应利率市场化趋势，完成传统经营管理理念的转变。本文针对宁波银行小企业融资业务实际提出了具有可操作性的营销对策建议，诸如推出特色产品、提供差异化服务、扩大品牌宣传、挖掘相关渠道交叉营销客户、科学合理定价等，为宁波银行小企业融资业务营销提出了新思路与新渠道，对于其小企业融资业务平稳持续地发展具有实践意义。
[Abstract]:Small enterprises play an important role in the current national economy, and the policy support direction of the state to small enterprises is becoming more and more clear. At the same time, with the continuous promotion of interest rate marketization, small business customers have gradually become the "chasing" object of commercial banks.The financing business of small enterprises has become a new profit growth point of commercial banks, which has put forward new requirements to the profit mode and risk control of banks, and commercial banks have been exploring deeply in the field of financing business of small enterprises.And from the original passive wait to change to active marketing.As early as the beginning of the 21st century, Ningbo Bank has been devoting itself to the development of financing business of small enterprises, and has accumulated certain experience, but there are still some shortcomings in the increasingly fierce market competition.Through the analysis of Ningbo Bank's daily operation and management, and the collection of feedback information by issuing questionnaires to small enterprises, it is found that there is insufficient localization of products in the marketing of small enterprises' financing business of Ningbo Bank at present.A series of problems, such as lack of diversification of customer industry, strict credit conditions and unscientific pricing of loans, etc.If the Bank of Ningbo wants to realize the further development of the financing business of small enterprises and face the increasingly fierce market competition, it must conform to the trend of marketization of interest rate and complete the transformation of the traditional management idea.This paper puts forward some operable marketing countermeasures for the financing business of small enterprises of Ningbo Bank, such as introducing characteristic products, providing differentiated services, expanding brand publicity, digging up cross-marketing customers through related channels.Scientific and reasonable pricing has put forward new ideas and new channels for the financing business marketing of small enterprises of Ningbo Bank, which has practical significance for the steady and sustainable development of the financing business of small enterprises.
【学位授予单位】：宁波大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F276.3;F832.4

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