宜信公司小额贷款市场营销战略研究

发布时间：2019-03-20 14:13

【摘要】：中国经济改革开放,特别是金融行业的重大变革为中国小微企业的发展带来了从未有过的机遇,更为小微企业相关的金融服务创造了广阔的市场前景。通过严谨的市场调查及细致的营销战略的制定与实施,会为更多的小微企业提供生存和发展的空间,也会为小微贷款的营销提供无限的机会。本文以宜信公司为研究对象,在查阅了大量参考文献的基础上,运用市场营销理论等方法,进行营销战略的分析和研究。首先运用了PEST方法对国内小额贷款市场宏观环境进行了分析,在此基础上,又对国内小额贷款市场进行了行业环境分析,将环境中各种影响因素归纳为外部潜在机会和威胁以及内部潜在优势和劣势,从而得出环境分析结论,并与SWOT分析内容相对应。通过STP战略方法,制定了宜信公司营销战略,并对国内小额贷款市场进行细分,在分析各细分市场特征的基础上,结合市场需求、行业状况、自身能力,最终确定公司的目标市场。根据目标市场的需求特征和客户心理,运用7Ps理论,制定了营销组合策略。在文章的最后,是宜信公司营销组合策略的实施与控制。相信通过营销组合策略的严格实施与控制,宜信公司会在中低收入群体和小微企业信贷领域更好的为客户服务,并为企业快速占领市场份额、赚取合理利润做出贡献。
[Abstract]:The reform and opening-up of China, especially the major change of the financial industry, has brought unprecedented opportunities to the development of the small-scale enterprises in China, and the financial services related to the smaller enterprises have created a wide market prospect. The development and implementation of the rigorous market research and detailed marketing strategy will provide the space for the survival and development of the smaller micro-enterprises and provide unlimited opportunities for the marketing of small micro-loans. Based on a large number of references, this paper uses the marketing theory and other methods to analyze and study the marketing strategy. Firstly, the paper analyzes the macro-environment of the domestic micro-credit market by using the PEST method. On the basis of this, the industry environment analysis of the domestic micro-credit market is carried out, and the various influencing factors in the environment are summed up as the external potential opportunities and threats and the internal potential advantages and disadvantages. So as to obtain the environmental analysis conclusion and correspond to the SWOT analysis content. Through the method of STP strategy, the marketing strategy of YE is set up, and the domestic micro-credit market is subdivided. On the basis of analyzing the characteristics of each segment, the target market of the company is finally determined by combining the market demand, the industry situation and the self-ability. According to the demand characteristics of the target market and the customer's psychology, the marketing combination strategy is set up by using the 7Ps theory. At the end of the article, it is the implementation and control of the marketing combination strategy of YE. It is believed that through the strict implementation and control of the marketing combination strategy, the company will better serve the customer service in the credit field of low-and middle-income groups and small-micro-enterprises, and make a contribution to the enterprise's rapid occupation of market share and profit-making.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.39;F274

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