宁夏银行小微企业信贷业务营销策略研究

发布时间：2018-03-14 02:06

本文选题：宁夏银行　切入点：小微企业信贷业务　出处：《宁夏大学》2017年硕士论文　论文类型：学位论文

【摘要】：小微企业是小型企业和微型企业的统称,是我国国民经济的重要组成部分。据国家工商总局的数据显示,我国现有5000多万户的小微企业,占到全国企业实有总户数的95%以上,这些企业的工业总产值、销售收入,实现利税分别占到中国经济总量的60%、57%和50%,成为经济发展领域的一大亮点。近年来小微企业数量和规模不断扩大,其在经济增长、税收提供、增加就业、科技创新等方面起到的作用正日益加深。但在发展过程中,小微企业也面临着经营压力大、成本上升、税费偏重、融资困难等一系列问题,而其中最需要迫切解决的就是企业融资难。在我国,商业银行是整个金融体系的主导,企业的主要资金融通方式绝大多数来自于银行借款,根据2013年《小微企业融资发展报告:中国现状及亚洲实践》的调查统计,74%的小微企业都将银行贷款作为融资首选,而67%的小微企业融资来源是商业银行贷款,因此让银行资金助力小微企业成长势在必行。本文通过五大部分来阐述文章所要表达的主要观点:第一章,是绪论部分,先是介绍了本文的选题背景,选题目的和选题意义,紧接着又介绍了关于该领域的国内外的研究现状,研究的主要思路、方法以及线路图。第二章分别介绍了小微企业信贷业务营销的基本概念,详细说明了 4C营销组合理论的含义及内容。第三章主要论述了宁夏银行的公司简介、现有小微业务组织管理结构和目前的经营状况,并分析该银行的小微企业信贷业务营销现状。第四章主要从渠道、产品、定价、组织架构、业务审批流程五个方面来着重分析宁夏银行小微企业信贷业务营销中还存在着哪些问题。第五章介绍了优化现有营销策略所要达到的目标,从满足客户需求、降低客户成本、为客户提供便捷、加强与客户沟通这四个方面为切入点制定了新的小微信贷业务营销策略方案。
[Abstract]:Small and micro enterprises are the general names of small enterprises and micro enterprises, and they are an important part of the national economy. According to the data of the State Administration of Industry and Commerce, there are more than 50 million small and micro enterprises in China, accounting for more than 95% of the total households of enterprises in China. The total industrial output value, sales revenue, profits and taxes of these enterprises account for 60% or 57% and 50% of China's total economic output, respectively, becoming a major bright spot in the field of economic development. In recent years, the number and scale of small and micro enterprises have been continuously expanding, and they are providing tax revenue in economic growth. The role of increasing employment and scientific and technological innovation is deepening. But in the process of development, small and micro enterprises are also facing a series of problems, such as heavy operating pressure, rising costs, heavy taxes and fees, difficulties in financing, and so on. In our country, commercial banks are the dominant financial system, and most of the major financing methods of enterprises come from bank loans. According to the survey of 2013 "small and Microenterprise financing Development report: China's current situation and Asian practice", 74% of small and micro enterprises use bank loans as the first choice of financing, while 67% of small and micro enterprises' financing source is commercial bank loans. Therefore, it is imperative to let bank funds help small and micro enterprises to grow. This paper expounds the main points of view of the article through five parts: chapter one, the introduction part, first introduces the background, purpose and significance of this topic. The second chapter introduces the basic concepts of credit marketing in small and micro enterprises. The meaning and content of 4C marketing combination theory are explained in detail. The third chapter mainly discusses the company profile of Ningxia Bank, the management structure of the existing small and micro business organization and the current management situation. And analyze the marketing status of the bank's small and micro enterprise credit business. Chapter 4th mainly from channels, products, pricing, organizational structure, This paper focuses on the analysis of the problems in the credit marketing of small and micro enterprises in Ningxia Bank from five aspects. Chapter 5th introduces the objectives to be achieved by optimizing the existing marketing strategies to meet the needs of customers and reduce customer costs. To provide convenience for customers and strengthen communication with customers these four aspects for the breakthrough point to formulate a new micro-credit business marketing strategy.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F276.3;F832.4

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