吉林省小额再贷款股份有限公司信贷业务营销策略研究

发布时间：2018-02-07 17:47

本文关键词： 小额信贷业务市场营销环境目标市场策略营销组合策略　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着小额贷款公司在全国范围内的快速发展,作为一种新型金融组织,由于切合了市场需求,并成为服务“三农”、服务小微的一支重要的金融新生力量,同时对小微企业以及低收入的群体也提供了可选择的融资渠道,促进了民营经济的发展。但是,小额贷款公司由于缺乏资金来源,严重制约了小额贷款行业的发展,正因为如此,各地政府也积极在想办法解决其融资难的问题。经过几年的探索与发展,再贷款公司最终成为专注于微小金融行业,为小额贷款公司提供满意、便利、周到融资服务的创新金融力量。在此背景下吉林省政府在东北地区率先推动组建的首家、也是吉林省唯一一家为小额贷款公司提供融资服务的再贷款公司,即吉林省小额再贷款股份有限公司。该公司的创建在东北地区可以说具有首创性,设立的初衷是政府为了小贷行业的整体发展,真正落实对小贷公司和小微企业的支持。“再贷款公司”被喻为小贷公司的“中央银行”,在其制度安排中,被赋予小贷公司“资金平台”、“资产交易中心”、“风险识别器”、“市场稳定器”等功能。本文主要是对吉林省小额再贷款股份有限公司的信贷业务营销策略进行分析和研究,首先是描述了本文的研究背景与研究意义、研究方法以及研究内容、市场营销理论基础和文献综述。其次是对吉林省小额再贷款股份有限公司的简要介绍,描述其信贷业务市场营销现状,并对其存在的问题进行分析,为下一部分市场营销环境的分析与营销策略的制定做基础。再次是对吉林省小额再贷款股份有限公司的营销环境做分析,分别从宏观环境和微观环境的不同角度做分析,然后运用SWOT分析方法,找出公司自身的优势、劣势,以及面对的威胁和挑战。最后是对吉林省小额再贷款股份有限公司营销策略的制定与实施,运用STP理论和4P理论,制定切合本公司的市场营销策略与实施保障,帮助公司加强市场营销水平,促进公司的快速稳定发展。在当前经济受下行压力的形势下,如何利用营销策略进行宣传推广、展现品牌实力、发挥再贷款公司的优势、挖掘潜在客户,成为公司能否长期稳定发展的关键。本文希望通过分析吉林省小额再贷款股份有限公司信贷业务营销策略方面中总结出的经验和教训,能够帮助该公司解决目前存在的问题,使其健康稳定的发展,同时尝试探索出一些金融创新和完善金融市场体系的模式,切实解决小贷公司和中小微企业融资难题。
[Abstract]:With the rapid development of microfinance companies throughout the country, as a new type of financial organization, as a new type of financial organization, it has become an important new financial force serving the "three rural areas and farmers" and serving small and micro enterprises. At the same time, it also provides alternative financing channels for small and micro enterprises and low-income groups, which promotes the development of the private economy. However, the development of the microfinance industry is seriously restricted by the lack of funding resources of microfinance companies. Because of this, local governments are also actively working on ways to solve their financing difficulties. After several years of exploration and development, refinancing companies have finally become focused on micro-finance, providing satisfaction and convenience for microfinance companies. The innovative financial power of thoughtful financing services. In this context, the Jilin Provincial Government took the lead in promoting the formation of the first refinancing company in the Northeast, and it is also the only reloan company in Jilin Province that provides financing services to microfinance companies. That is, Jilin Province Micro-Reloan Co., Ltd., the establishment of which can be said to be the first in the Northeast region. The original intention of the establishment was for the government to develop the small loan industry as a whole. To truly implement support for small loan companies and small and micro enterprises. The "reloan company" is described as the "central bank" of the small loan company, and in its institutional arrangements, It is endowed with the functions of "fund platform", "asset trading center", "risk recognizer", "market stabilizer" and so on. First, it describes the research background and significance, research methods and research content, marketing theory basis and literature review. Describe the marketing status of its credit business, and analyze the existing problems, For the next part of the analysis of the marketing environment and the formulation of marketing strategy. Thirdly, the author analyzes the marketing environment of Jilin Province Microcredit Co., Ltd., from different angles of macro environment and micro environment. Then using the SWOT analysis method to find out the company's own strengths, weaknesses, threats and challenges faced. Finally, the establishment and implementation of marketing strategy of Jilin Province Microloan Co., Ltd., the use of STP theory and 4P theory, In order to help the company strengthen the marketing level and promote the rapid and stable development of the company, how to make use of the marketing strategy to promote and promote the company under the downward pressure of the current economy? Show brand strength, give play to the advantages of reloan companies, tap potential customers, This paper hopes to analyze the experience and lessons in the marketing strategy of the credit business of Jilin Province Microreloan Co., Ltd., which can help the company solve the existing problems. At the same time, we try to explore some models of financial innovation and perfect financial market system, so as to solve the financing problems of small loan companies and small and medium-sized enterprises.
【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】：F832.4

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