民生银行小微金融业务案例分析

发布时间：2018-08-16 12:31

【摘要】：自20世纪70年代起，小微企业开始大量进入到了我国的经济舞台中。小微企业随着我国经济的发展逐渐在经营机构的管理方式、经营方式、经营理念等方面都有了很大的进步，小微企业的数量越来越多，发展空间越来越广大。如今，小微企业已经成为我国市场经济的重要组成部分。小微企业的发展对于带动社会就业、创造生产价值、拉动社会经济发展有着极其重要的作用。在我国经济转型金融“脱媒”的外部形势下，商业银行之间的同质化竞争日益激烈，越来越多的商业银行看到小微企业背后广阔的发展空间，开始逐步涉足小微企业金融领域。商业银行针对小微企业客户推出了有别于传统的银行金融产品和服务，期望能够在新的蓝海领域发现商业银行新的利润增长点。但是小微企业的数量多、风险高等特点也使得商业银行在小微金融的市场拓展中也面临困难重重，所以设计和建立系统的个性化小微金融产品和服务将是重点。本文将以小微金融业务开展的领军者—中国民生银行为主要研究对象，从小微企业金融的发展与推动为角度，探讨我国商业银行小微金融的发展状况，针对商业银行面临的外部宏观环境、行业竞争势态以及内部价值建设等问题，分析民生银行小微金融业务应对市场的核心竞争力和短处，结合民生银行武汉分行具体行业案例进行有效的组合营销策略规划，总结出行之有效的方式为民生银行更加深入的开拓小微企业市场、开展小微金融业务提供有力的参考，，带动其他商业银行也能够找准自身的定位更好的服务于国内的小微企业。
[Abstract]:Since the 1970 s, small and micro enterprises have entered the economic stage of our country in a large number. With the development of economy in our country, small and micro enterprises have made great progress in the management mode and management concept. The number of small and micro enterprises is more and more, and the space for development is more and more. Today, small and micro enterprises have become an important part of our market economy. The development of small and micro enterprises plays an extremely important role in promoting social employment, creating production value and stimulating social and economic development. Under the external situation of "disintermediation" in China's economic transition finance, the homogeneous competition among commercial banks is becoming increasingly fierce. More and more commercial banks see the broad development space behind small and micro enterprises and begin to step by step into the field of small and micro enterprise finance. Commercial banks have launched different banking products and services for small and micro enterprise customers, hoping to find new profit growth points in the new blue sea domain. However, the large number of small and micro enterprises, high risk and other characteristics also make commercial banks face difficulties in the market expansion of small and micro finance, so the design and establishment of a system of personalized small and micro financial products and services will be the focus. This paper takes Minsheng Bank of China as the main research object, from the angle of the development and promotion of small and micro enterprise finance, discusses the development of small and micro finance of commercial banks in our country. In view of the external macro environment, the situation of industry competition and the internal value construction of commercial banks, this paper analyzes the core competitiveness and shortcomings of Minsheng Bank's small and micro finance business in response to the market. Combined with the specific industry case of Minsheng Bank Wuhan Branch to carry out effective combination marketing strategy planning, summed up the effective way for Minsheng Bank to further explore the market of small and micro enterprises, to carry out small and micro financial business to provide a strong reference. Other commercial banks are also able to find their own position to better serve domestic small and micro enterprises.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.33

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