吉林银行吉林分行小微企业信贷业务竞争战略研究

发布时间：2018-01-05 08:24

本文关键词：吉林银行吉林分行小微企业信贷业务竞争战略研究　出处：《吉林财经大学》2017年硕士论文　论文类型：学位论文

【摘要】：当前,我国市场经济快速发展,从整体而言小微企业在维护社会稳定、优化经济结构方面为国家做出了重要贡献。然而,小微企业普遍存在融资困难、发展受阻的问题,小微企业贷款占全部银行贷款的比重较低,绝大多数小微企业只能通过民间借贷完成融资。与此同时,小微企业又具有庞大的客户数量,其信贷需求远远没有得到满足,供需缺口巨大,又由于小微企业可支付的信贷服务价格普遍高于大中型企业,商业银行回报率较高,因而,小微企业信贷业务已经成为商业银行业务发展的重要“蓝海”。吉林银行吉林分行作为优秀的地方城市商业银行,在激烈的市场竞争中,如何形成并保持竞争优势、赢得小微信贷市场竞争,对其未来的可持续发展至关重要。本文以吉林银行吉林分行小微企业信贷业务为研究对象,利用PEST分析法及波特五力模型对吉林银行吉林分行小微企业信贷业务面临的外部环境及内部条件进行了深入分析,论述了吉林银行吉林分行小微企业信贷业务的现状。在此基础上结合吉林银行吉林分行小微企业信贷业务外部的机会与威胁、内部的优势与劣势进行SWOT分析,提出了吉林银行吉林分行小微企业信贷业务差异化竞争战略的具体内容,即金融产品与服务差异化、市场营销差异化及风险管理差异化,并进一步对竞争战略的实施进行了深入研究和分析,即吉林银行吉林分行要从体制机制建设、营销服务水平、授信评审体系、产品创新、队伍建设、企业文化等方面全面做好小微企业信贷业务发展的战略保障,打造“小微金融服务第一行”的金融品牌形象。
[Abstract]:At present, with the rapid development of market economy in China, small and micro enterprises have made important contributions to the country in maintaining social stability and optimizing economic structure. However, small and micro enterprises generally have difficulty in financing. The problem of hindered development, small and micro enterprise loans account for a low proportion of all bank loans, the vast majority of small and micro enterprises can only be financed through private lending. At the same time, small and micro enterprises have a large number of customers. Its credit demand is far from being satisfied, the gap between supply and demand is huge, and because the price of credit services that small and micro enterprises can pay is generally higher than that of large and medium-sized enterprises, the commercial banks have a high rate of return. Small and micro-enterprise credit business has become an important "blue sea" of commercial bank business development. Jilin Branch of Jilin Bank, as an excellent local city commercial bank, is in fierce market competition. How to form and maintain the competitive advantage and win the competition of micro-credit market is very important for its future sustainable development. This paper takes the credit business of Jilin Branch of Jilin Bank as the research object. The external environment and internal conditions of the small and micro enterprises' credit business in Jilin Branch of Jilin Bank are deeply analyzed by using the PEST analysis method and Porter's five-force model. This paper discusses the present situation of the small and micro enterprise credit business in Jilin Branch of Jilin Bank. On this basis, it combines the opportunities and threats outside the small and micro enterprise credit business of Jilin Branch of Jilin Bank. Internal strengths and weaknesses of the SWOT analysis, the Jilin Branch of Jilin Bank, small and micro enterprise credit business differentiation strategy specific content, that is, financial products and services differentiation. Marketing differentiation and risk management differentiation, and further research and analysis of the implementation of competitive strategy, namely Jilin Bank Jilin Branch from the system and mechanism construction, marketing service level. Credit evaluation system, product innovation, team building, corporate culture and other aspects of small and micro enterprises to do a good job in the strategic development of credit business development, to create "small and micro financial services the first line" financial brand image.
【学位授予单位】：吉林财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.4;F276.3

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