吉林银行长春分行小企业金融业务市场营销策略研究

发布时间：2018-02-17 07:48

本文关键词： 中小企业金融业务营销策略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：中小企业是国民经济的重要组成部分,但由于小企业轻资产运营的特点,往往面临着“融资难”、“融资贵”的困局,而缺少营运资金又成为制约小企业发展的瓶颈。同时,我国金融市场制度日趋完善,利率逐渐市场化,银行同业竞争进一步加剧,银行从追求贷款规模逐渐转变为追求利润贡献度,蓬勃发展的小企业已成为经济发展的重要力量。如何能够满足小企业的金融服务需求,有效开展小企业金融产品差异化营销,树立良好的品牌形象,对商业银行来说有重大的意义。吉林银行作为省、市政府支持下重组建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,2015年吉林银行将小微金融优先发展战略作为吉林银行七大战略之首,确定了自身市场定位,将小企业金融业务作为吉林银行创建品牌的重要市场,通过几年的努力取得了较好的成绩,在2016年被评为“全国支持中小企业发展十佳商业银行”。但在扩张发展的过程中面临前所未有的压力和挑战,如何总结经验,开展差异化的小企业金融业务对当下的发展至关重要。在此背景下,本文以市场营销的理论为基础,选取吉林银行长春分行小企业金融业务为研究对象,开展营销策略的研究。首先,通过对现状的数据分析发现吉林银行长春分行小企业金融业务在发展过程中存在的问题。其次,运用PSET模型分析长春分行小企业金融业务所处宏观环境,包括政治环境、经济发展情况、社会环境和技术环境;从企业内部环境、客户群体、同业竞争者分析长春分行小企业金融业务所处微观环境;在此基础上结合自身的优势和劣势,外部的威胁和机遇,发掘相对竞争优势。再次,通过对长春市小企业金融业务进行市场细分,根据企业自身要求和发展要求确定目标市场,形成在细分市场中的定位。最后,针对不同的目标市场细分,结合服务营销产品、价格、渠道、促销、人员、有形展示和过程七大要素,制定相应的服务营销组合策略,并从制度、人员等方面提出切实可行的营销策略实施保障。通过研究得出长春分行小企业金融业务应充分了解小企业客户的金融服务需求,标准化小企业金融业务作业流程,完善小企业评级系统和内部操作系统,构建小企业客户关系管理系统,对存量客户进行分级管理,为小企业提供“一揽子”金融服务支持,提高客户粘合度和忠诚度,以一两个特色产品重点开展市场营销,扩大细分市场份额,挖掘优质客户资源,提升品牌美誉度,加强营业网点渠道和电子渠道的建设,加强与政府相关部门、商会、协会和产业园区等渠道的联系,确立“支持地方经济发展”的品牌定位。希望通过本文提出的营销策略为吉林银行长春分行小企业金融业务发展提供一定的借鉴。
[Abstract]:Small and medium-sized enterprises are an important part of the national economy, but because of the characteristics of light assets operation of small enterprises, they often face the difficulties of "difficult financing" and "expensive financing", and the lack of working capital becomes the bottleneck restricting the development of small enterprises. China's financial market system is becoming more and more perfect, interest rates are gradually market-oriented, interbank competition is further intensified, banks have gradually changed from the pursuit of loan scale to the pursuit of profit contribution. The vigorous development of small enterprises has become an important force in economic development. How to meet the financial service needs of small enterprises, effectively develop the differentiation marketing of financial products of small enterprises, set up a good brand image, It is of great significance to commercial banks. Jilin Bank, as a local joint-stock commercial bank with the support of provincial and municipal governments, In 2015, Jilin Bank set up the priority development strategy of small and micro finance as the first of the seven major strategies of Jilin Bank to determine its market position. Regarding the financial business of small enterprises as an important market for Jilin Bank to establish its brand, it has achieved good results through several years of hard work. In 2016, he was named "Ten Best Commercial Banks supporting the Development of small and Medium-sized Enterprises in China". However, in the process of expansion and development, there are unprecedented pressures and challenges, so how to sum up the experience, It is very important to develop differentiated small business financial business. Under this background, based on the theory of marketing, this paper chooses Changchun Branch of Jilin Bank as the research object. First of all, through the current situation of data analysis found Jilin Bank Changchun Branch in the development of small enterprises in the process of financial business problems. PSET model is used to analyze the macro environment of financial business of small enterprises in Changchun Branch, including political environment, economic development, social environment and technological environment. Competitors in the same industry analyze the microcosmic environment in which the financial services of small enterprises in Changchun Branch are located; on this basis, combining their own strengths and weaknesses, external threats and opportunities, to explore the relative competitive advantage. Again, Through the market segmentation of the financial business of small enterprises in Changchun, the target market is determined according to the enterprise's own requirements and development requirements, and the positioning in the subdivision market is formed. Finally, aiming at the different target market segmentation, combined with the service marketing products, Price, channel, promotion, personnel, tangible presentation and process, develop the corresponding service marketing mix strategy, and from the system, Personnel and other aspects put forward practical marketing strategies to implement security. Through research, it is concluded that the financial business of small enterprises in Changchun Branch should fully understand the financial service needs of small business customers, and standardize the operation process of small business financial business. Perfect the small enterprise rating system and internal operating system, construct the small enterprise customer relationship management system, carry on the hierarchical management to the stock customer, provide the "package" financial service support for the small enterprise, improve the customer adhesion and loyalty, To focus on marketing with one or two characteristic products, expand market share, tap high-quality customer resources, enhance brand reputation, strengthen the construction of business network channels and electronic channels, and strengthen relevant government departments and chambers of commerce, The association has established the brand orientation of "supporting the development of local economy" through the connection between the association and the industrial park, hoping to provide some reference for the financial business development of small enterprises in Changchun Branch of Jilin Bank through the marketing strategy put forward in this paper.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.2;F274

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