中国工商银行湘潭市分行中小企业信贷业务营销策略研究
发布时间：2018-09-11 07:19
【摘要】：在各项存款保持快速增长的情况下，加强信贷投入是提高银行资金运用效率和经营效益的最佳选择，如何确定营销策略，有效开展中小企业信贷市场营销是我国国有商业银行面临的重要课题。本文有针对性地设计工行湘潭分行中小企业信贷业务市场营销策略，通过发掘中小企业客户需求，优化市场价值链条，打造商业银行的核心竞争力。 本文拟运用市场营销相关理论，采用理论与实证相结合的分析方法，深入分析工行湘潭分行中小企业信贷业务市场营销策略现状以及存在的问题。在此基础上，运用PEST分析法对工行湘潭分行中小企业信贷营销的外部环境、竞争环境以及微观环境作了分析，提出了包括营销理念、营销目标和营销组织管理方面的设计，同时将运用STP分析和4Ps营销组合策略，提出适合工行湘潭分行中小企业信贷业务营销的策略选择，最后从风险预警、人力资源和信息系统三个方面制定策略实施的配套保障措施。 本文尝试提出新的有关中小企业信贷产品设计与营销的可行方案，对银行中小企业信贷产品营销下作能够改变以往行政为主，脱离市场的主观经营行为，以点带面，对银行的经营进行科学化的方向性探索，，进而实现银行自身的更大增值和社会总体福利的增加。
[Abstract]:Under the condition that each deposit keeps increasing rapidly, strengthening credit investment is the best choice to improve the efficiency of the bank's capital utilization and operation benefit, how to determine the marketing strategy, It is an important task for state-owned commercial banks to carry out credit marketing effectively. This paper aims to design the marketing strategy of credit business of small and medium-sized enterprises in Xiangtan Branch of ICBC. By exploring the customer demand of small and medium-sized enterprises, optimizing the market value chain and building the core competitiveness of commercial banks. This paper intends to use the theory of marketing and the combination of theory and empirical analysis method, in-depth analysis of ICBC Xiangtan Branch of small and medium-sized enterprises credit business marketing strategy status and existing problems. On this basis, the paper analyzes the external environment, competition environment and micro environment of credit marketing of small and medium-sized enterprises in Xiangtan Branch of ICBC by using PEST analysis method, and puts forward the design of marketing concept, marketing target and marketing organization management. At the same time, it will use STP analysis and 4Ps marketing combination strategy to put forward the strategy choice suitable for the small and medium-sized enterprise credit business marketing of Xiangtan Branch of ICBC. Finally, from the risk early warning, Three aspects of human resources and information systems to formulate policy implementation of supporting safeguards. This paper tries to put forward a new feasible scheme about the design and marketing of credit products for small and medium-sized enterprises. In order to realize the increase of the bank's own value and the overall welfare of the society, the scientific directionality of the bank's management is explored.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.4;F276.3
本文编号：2235997
[Abstract]:Under the condition that each deposit keeps increasing rapidly, strengthening credit investment is the best choice to improve the efficiency of the bank's capital utilization and operation benefit, how to determine the marketing strategy, It is an important task for state-owned commercial banks to carry out credit marketing effectively. This paper aims to design the marketing strategy of credit business of small and medium-sized enterprises in Xiangtan Branch of ICBC. By exploring the customer demand of small and medium-sized enterprises, optimizing the market value chain and building the core competitiveness of commercial banks. This paper intends to use the theory of marketing and the combination of theory and empirical analysis method, in-depth analysis of ICBC Xiangtan Branch of small and medium-sized enterprises credit business marketing strategy status and existing problems. On this basis, the paper analyzes the external environment, competition environment and micro environment of credit marketing of small and medium-sized enterprises in Xiangtan Branch of ICBC by using PEST analysis method, and puts forward the design of marketing concept, marketing target and marketing organization management. At the same time, it will use STP analysis and 4Ps marketing combination strategy to put forward the strategy choice suitable for the small and medium-sized enterprise credit business marketing of Xiangtan Branch of ICBC. Finally, from the risk early warning, Three aspects of human resources and information systems to formulate policy implementation of supporting safeguards. This paper tries to put forward a new feasible scheme about the design and marketing of credit products for small and medium-sized enterprises. In order to realize the increase of the bank's own value and the overall welfare of the society, the scientific directionality of the bank's management is explored.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.4;F276.3
【参考文献】
相关期刊论文 前10条
1 万芊;;现代日本商业银行竞争力发展变迁历程及启示[J];金融论坛;2010年03期
2 施刚;;小企业融资与银行经营转型——基于中国工商银行广东省分行相关实践的分析[J];金融论坛;2010年11期
3 苏南宏;;破解中小企业金融业务障碍的策略研究——基于中国工商银行信贷机制改革视角[J];当代财经;2009年04期
4 刘晓;;浅谈商业银行的贷款营销[J];发展;2008年01期
5 徐为山;;创造协同效应:国际活跃银行综合经营的经验[J];国际金融研究;2008年05期
6 王雅炯;;国有大型商业银行战略定位和中小企业信贷业务构想[J];南方金融;2012年11期
7 徐炯;;基于PEST的国内商业银行运营环境的分析[J];电子制作;2013年06期
8 李奕明;;加强小微企业信贷业务经营管理,提高银行综合竞争能力和盈利能力[J];财经界(学术版);2013年18期
9 张会锋;;里斯和特劳特定位理论反思——一个基于认知的实证研究[J];管理世界;2013年07期
10 陈淑贤;;中小企业供应链融资困境与对策[J];财会月刊;2013年21期
本文编号：2235997
本文链接：https://www.wllwen.com/jingjilunwen/touziyanjiulunwen/2235997.html
