中国银行陕西分行中小企业贷款营销策略研究

发布时间：2018-01-23 21:45

本文关键词： 陕西中行中小企业贷款营销营销策略　出处：《西北大学》2013年硕士论文　论文类型：学位论文

【摘要】：中小企业作为中国经济的重要组成部分,在实现经济结构调整、促进就业和推动城镇化等方面起到了重要作用。但是,由于中国的中小企业缺乏原始的资本积累,一旦需要做大做强时就会面临巨大的资金压力,而由于中小企业自身不具备良好的资信条件,往往其资金需求很难通过银行等正规渠道得到解决。这一局面严重制约了中小企业的发展,对中国未来经济的持续发展带来了隐忧。目前,中国的银行业竞争日趋激烈,中小企业贷款已经成为了各家银行发展的战略重点。在这种背景下,本文选取银行中小企业贷款业务营销策略作为研究对象具有一定的现实意义。本文以中国银行陕西省分行作为研究对象,结合作者自身的工作经验,分析目前陕西中行在中小企业贷款业务发展过程中存在的种种问题,并且提出了解决上述问题的营销策略,主要包括：①提出“市场规模—市场风险”评价模型作为目标市场的选择工具,确定未来陕西中行中小企业贷款业务营销的主要行业客户类型；②提出客户准入机制、业务流程、组织架构和工作机制等方面的创新,全面服务中小企业；③引入市场营销4Ps理论,从产品、价格、渠道和促销四个方面提出陕西中行的营销组合策略。本文的研究为陕西中行的中小企业贷款业务发展提供了有效的营销组合工具,同时对银行同业的业务发展也具有一定的借鉴意义。
[Abstract]:As an important part of China's economy, small and medium-sized enterprises play an important role in realizing economic restructuring, promoting employment and promoting urbanization. Because the small and medium-sized enterprises in China lack the original capital accumulation, once they need to be bigger and stronger, they will face huge financial pressure, but the SMEs themselves do not have good credit conditions. Often their capital needs are difficult to solve through formal channels such as banks. This situation has seriously restricted the development of small and medium-sized enterprises and brought about hidden worries for the sustainable development of China's economy in the future. China's banking industry is becoming increasingly competitive, SME loans have become the strategic focus of the development of banks. In this context. This article chooses the bank small and medium-sized enterprise loan service marketing strategy as the research object has certain realistic significance. In this paper, the Bank of China Shaanxi Branch as the research object, combined with the author's own work experience, analysis of the current Shaanxi Bank of China in the process of SME loan business development problems. And put forward the marketing strategy to solve the above problems, mainly including "market scale-market risk" evaluation model proposed by 1 as the target market choice tool. To determine the future of Shaanxi Bank of China SME loan business marketing of the main types of industry customers; (2) bring forward the innovation of customer access mechanism, business process, organization structure and working mechanism, so as to serve small and medium-sized enterprises in an all-round way; 3Introduces the marketing 4Ps theory, puts forward the marketing combination strategy of Shaanxi Bank of China from four aspects: product, price, channel and promotion. The research in this paper provides an effective marketing combination tool for the loan business development of Bank of China in Shaanxi Province, and also has certain reference significance for the development of the bank's business.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.4

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