F农商银行小微企业信贷营销策略研究

发布时间：2018-01-11 07:03

本文关键词：F农商银行小微企业信贷营销策略研究　出处：《湖北工业大学》2017年硕士论文　论文类型：学位论文

【摘要】：面对我国经济下行的压力,作为国民经济中重要组成部分的小微企业,贷款风险不断攀升,存在巨大的融资困境,难以实现可持续的经营发展。商业银行如何有效开展小微企业信贷业务、促进小微企业良好发展成为一个重要的研究课题。本文以F农商银行为研究对象,分五个步骤研究了其营销优化问题。首先,通过国内外文献综述,掌握了小微企业信贷营销的研究内容和结论。其次,基于小微企业信贷的特征构建了营销策略分析的理论基础。再次,基于F农商银行的内部环境和小微企业信贷营销现状,从产品、价格、渠道和促销四个方面归纳营销问题。然后,基于外部环境分析和SWOT分析确定了F农商银行小微企业信贷营销的战略方向。然后利用STP分析设定了F农商银行的目标市场。最后,围绕目标市场及其定位,从产品、价格、渠道和促销四个方面构建了F农商银行的营销优化策略。在综合运用文献综述、调查研究和模型分析等方法后,得到以下主要结论:(1)F商业银行的小微企业信贷营销的问题体现在,产品仍以传统资产业务为主,运用产品较为单一;价格缺乏自主性和灵活性;渠道主要还是依靠物理有形网点,非物理网点营销的功能薄弱;促销投入少,缺乏方式组合,未体现整体效果。产生的原因在于小微企业信贷成本高;审批流程复杂且周期长;现有考核机制不能形成有效激励;以及营销团队的风险顾虑等。(2)F商业银行开展小微企业信贷的优势在于良好的客户基础,有强烈的银行服务营销意识,和严格的信贷风险管理;劣势在于缺乏完善的营销渠道,缺乏有效考核评价激励,和欠缺小微信贷人员专业能力。虽然面临新金融机构冲击和客户环境恶化,但宏观环境的基本面良好,且互联网金融推动小微业务发展,在小微企业信贷营销市场上采取SO发展战略。(3)F商业银行小微企业信贷的市场细分主要考虑企业规模、行业类型和企业生命周期,其目标市场集中在信用等级的规模适中企业;聚焦于区域重点发展的特色产业链企业;重点服务成长期和成熟期的小微企业。结合F农商银行的市场定位,小微企业信贷的市场定位表现为以商圈和工业园区为代表的专业市场特色,以及围绕当地特色三农资源和业务结构的三农特色。(4)F商业银行小微企业信贷营销的优化在产品方面侧重产品创新和差异化产品组合;价格方面建立分产品、部门、客户为核算机制的差异化定价体系;渠道方面立足营业厅开展阵地营销,立足营业厅,开展阵地营销,开展供应链的上、下游进行营销,通过客户转介精准营销,完善非物理无形分销渠道;促销方面应采用多样的促销手段,并在促销中突显差异化。在实施过程中,注重通过机制创新保障产品设计的多元化和定价的灵活性;通过培养专业营销团队拓展营销渠道;加强风险控制管理促进信贷营销的稳定性。本文的创新表现在归纳总结了小微企业信贷的市场特征,以此为基础构建了一个从外部环境到目标市场定位的小微企业信贷营销的4P分析框架;借助这个框架具体分析了F农商银行的营销问题,清晰、全面的提出了F农商银行的营销优化策略。
[Abstract]:In the face of China's economic downward pressure, as Small and micro businesses an important part in the national economy, the loan risk is rising, there are enormous difficulties of financing, it is difficult to achieve sustainable business development of commercial banks. How to effectively carry out Small and micro businesses credit business, promote the sound development of Small and micro businesses has become an important research topic in this paper. F rural commercial bank as the research object, is divided into five steps of the marketing optimization problems. Firstly, through literature review, grasp the Small and micro businesses credit marketing research contents and conclusions. Secondly, the characteristics of Small and micro businesses credit establishes the theoretical basis of marketing strategy based on the analysis. Thirdly, the credit marketing situation, F rural commercial bank's internal environment and Small and micro businesses based on the product, price, channel and promotion four aspects summarized marketing problems. Then, analyze the external environment analysis and SWOT based on the F rural commercial bank Small and micro businesses credit marketing strategic direction. Then using the STP analysis set F rural commercial bank's target market. Finally, around the target market and positioning, from product, price, channel and promotion four aspects of building marketing optimization strategy of F rural commercial bank. Based on the comprehensive literature review, investigation and model after analysis, the main conclusions are as follows: (1) the F commercial bank Small and micro businesses credit marketing problems embodied in products, is still dominated by traditional business assets, the use of the product price is relatively single; the lack of autonomy and flexibility; channels mainly rely on physical outlets, non physical network marketing function is weak; promotion of little investment, lack of combination, does not reflect the overall effect. The reason is that the cost of credit Small and micro businesses; approval process complicated and long cycle; the existing assessment mechanism can not form an effective incentive; And the marketing team risk. (2) F commercial banks to carry out credit Small and micro businesses has the advantage of good customer base, have a strong sense of service and marketing of bank credit risk management, and strict; the disadvantage is the lack of perfect marketing channels, the lack of effective assessment and incentive, lack of professional personnel of small and micro credit although. Facing the impact of new financial institutions and customers the deterioration of the environment, but the fundamentals of the macroeconomic environment is good, and the Internet finance promotes the development of small and micro businesses, Small and micro businesses in the market take the credit marketing strategy for the development of SO. (3) F commercial bank Small and micro businesses credit market segmentation mainly considers firm size, industry type and the enterprise life cycle, the target market focus on the credit rating of the moderate scale enterprises; characteristic industry chain enterprises focus on key areas of development; Small and micro businesses focus on service during the period of growth and maturity. With the market positioning of F rural commercial bank, market positioning Small and micro businesses credit performance for the professional market characteristics in business and Industrial Park as the representative, and around the local rural resources and business structure of the rural characteristics. (4) F commercial bank Small and micro businesses credit marketing optimization focus on product innovation and the differences in the products product portfolio; price of products, pricing department, customer system difference accounting mechanism; channel based business hall to carry out marketing positions, based on the business hall, carry out the position of marketing, carry out supply chain, downstream marketing through customer referrals, precision marketing, improve the non intangible physical distribution channel; promotion we should adopt various means of promotion, and highlight the promotion differentiation. In the implementation process, pay attention to protect the diverse product design through the mechanism of innovation and flexibility of pricing by; The cultivation of professional marketing team to expand marketing channels; strengthen risk control management to promote the stability of credit marketing. The innovation performance of the market characteristics of Small and micro businesses credit on summing up, based on which the one from the external environment to the target market positioning of small and micro enterprises credit marketing 4P analysis framework with the specific framework; analysis of the marketing problems, F rural commercial bank is clear, comprehensive put forward marketing optimization strategy of F rural commercial bank.

【学位授予单位】：湖北工业大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.4

【参考文献】