ZK银行服务中小企业信贷融资策略研究

发布时间：2018-03-27 05:02

本文选题：城商行　切入点：中小企业　出处：《河南大学》2014年硕士论文

【摘要】：随着我国经济的高速发展，中小型企业作为经济增长的主要驱动力，在社会经济中的地位日益凸显，为我国的经济、税收、就业、GDP等都做出了很大的贡献，对优化经济结构起了重要作用。第二次经济普查数据显示，中小企业在全国企业总数中占比99%；提供约80%的就业岗位；创造了60%的GDP和60%的进出口。我国的中小企业虽然数量占比较大，但是由于其规模小、资金短缺、抗风险能力差，使得中小企业在银行信贷业务中一直处于劣势地位，中小企业融资难问题一直是困绕我国金融业的一项重大难题，也是各商业银行中业务开展中最薄弱的一个环节，如何提高中小企业在银行业金融机构中的授信额度也是银行业一直需要紧迫解决的问题。城市商业银行在成立最初的定位就是“服务城市居民，服务中小企业，服务地方经济”，由于规模小、管理机制不完善、抗风险能力不强，不能与大型国有商业银行、股份制商业银行及外资银行相抗衡，但是由于其具有更好的人缘地缘优势，能够与中小企业保持良好的沟通，更好的为中小企业提供金融服务，且有业务流程高效、决策机制灵活、熟悉客户经营现状等特点，在中小企业融资方面优势明显。城市商业银行应该利用自身优势，将业务重点由大企业向中小型企业客户逐渐转移，使中小型企业成为其信贷业务的主要对象，并利用这种策略形成自身的核心竞争力。研究城市商业银行如何对中小企业提供信贷融资服务，不只是为缓解中小企业融资困难问题打开了一条通道，而且也有利于城市商业银行自身业务的扩大和实力的提升。本文首先对城市商业银行以及中小企业的相关理论问题分别进行了阐述，对城市商业银行开展中小企业信贷融资的必要性和可行性进行分析，以ZK银行为例，研究ZK银行中小企业信贷融资业务开展现状，对其内外部环境运用SWOT分析法进行分析，发现ZK银行在开展中小企业信贷业务中具有明显的优势，且市场潜力大、机遇多，ZK银行应该把开展中小企业信贷融资业务作为经营策略的突破口，使ZK银行得到更大的发展。其次，通过4PS和STP分析法，分别对ZK银行的市场定位策略与营销组合策略进行分析，结合ZK地区的实际情况，得到ZK银行在市场定位时，应突出“小、灵、快”和“贴近三农”的特点，，在产品创新时应以中小企业的信贷需求为中心，开展特色化的金融服务。最后，为保证ZK银行服务中小企业的经营策略有效实施，提出了坚持服务中小企业的市场定位、目标市场多元化、创新金融产品与服务、建立相关业务模式与流程、加强风险管理和人才队伍建设等针对性的建议。
[Abstract]:With the rapid economic development of our country, as the main driving force of economic growth, small and medium-sized enterprises (SMEs) play an increasingly prominent role in the social economy, and have made great contributions to our economy, taxation, employment and GDP. The data from the second Economic Census show that small and medium-sized enterprises account for 99% of the total number of enterprises in the country and provide about 80% of the jobs. It has created 60% GDP and 60% import and export. Although the number of small and medium-sized enterprises in China is relatively large, but because of its small scale, capital shortage and poor ability to resist risks, SMEs have always been in a disadvantaged position in the banking and credit business. The financing difficulty of small and medium-sized enterprises has always been a major problem in the financial industry of our country, and it is also the weakest link in the business development of commercial banks. How to improve the credit line of small and medium-sized enterprises in banking financial institutions is also an urgent problem for the banking industry. The initial orientation of city commercial banks was to "serve urban residents, serve small and medium-sized enterprises, and serve the local economy." because of their small scale, imperfect management mechanism and weak ability to resist risks, they could not compete with large state-owned commercial banks. Joint-stock commercial banks and foreign banks compete, but because of their better geographical advantages, they can maintain good communication with SMEs, provide better financial services for SMEs, and have efficient business processes. Flexible decision-making mechanism, familiar with the characteristics of customer management status quo, in the SME financing advantages. Urban commercial banks should take advantage of their own advantages, gradually shift the business focus from large to small and medium-sized enterprise customers, Make small and medium-sized enterprises become the main target of their credit business, and use this strategy to form their own core competitiveness. Not only to ease the financing difficulties of SMEs opened a channel, but also conducive to the expansion of urban commercial banks and the strength of the expansion of their own business. In this paper, the relevant theoretical problems of urban commercial banks and small and medium-sized enterprises are expounded respectively, and the necessity and feasibility of developing credit financing for small and medium-sized enterprises in urban commercial banks are analyzed. Taking ZK Bank as an example, This paper studies the present situation of the credit financing business of small and medium-sized enterprises in ZK Bank, analyzes its internal and external environment by using SWOT analysis method, and finds that ZK Bank has obvious advantages in carrying out the credit business of small and medium-sized enterprises, and the market potential is great. ZK Bank should take the credit financing business of small and medium-sized enterprises as a breakthrough in its business strategy, so that ZK Bank can develop more. Secondly, through 4PS and STP analysis, This paper analyzes the market positioning strategy and marketing combination strategy of ZK Bank, and according to the actual situation in ZK area, obtains that ZK Bank should highlight the characteristics of "small, spiritual, fast" and "close to agriculture, countryside and farmers" in market positioning. In product innovation, the credit demand of small and medium-sized enterprises should be the center, and special financial services should be carried out. Finally, in order to ensure the effective implementation of the management strategy of ZK bank for small and medium-sized enterprises, this paper puts forward the market orientation of service to small and medium-sized enterprises. Diversification of target market, innovation of financial products and services, establishment of related business models and processes, strengthening of risk management and construction of talent team.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F276.3;F832.4

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