本文關(guān)鍵詞：B銀行小企業(yè)集群營(yíng)銷的開(kāi)發(fā)與操作模式研究　出處：《電子科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 小微企業(yè) 商圈 集群 銀行信貸

【摘要】：2013年,隨著國(guó)內(nèi)經(jīng)濟(jì)轉(zhuǎn)型和銀行市場(chǎng)競(jìng)爭(zhēng)的白熱化及利率市場(chǎng)化進(jìn)程的加快,一方面各類商業(yè)銀行均將小微企業(yè)信貸作為戰(zhàn)略發(fā)展的一項(xiàng)重要布局,加大對(duì)小微企業(yè)信貸的資源配置和考核,另一方面,小微企業(yè)自身經(jīng)營(yíng)風(fēng)險(xiǎn)高、信息不透明、抵押物小及融資需求“短、小、頻、急”的特點(diǎn)與銀行人員配置緊、風(fēng)險(xiǎn)控制嚴(yán)、追求規(guī)模效益之間存在矛盾。在此背景下,集群營(yíng)銷因其批量獲取客戶、掌握企業(yè)核心經(jīng)營(yíng)要點(diǎn)、系統(tǒng)控制企業(yè)風(fēng)險(xiǎn)的特點(diǎn)越來(lái)越多被銀行使用。本文通過(guò)對(duì)B銀行對(duì)三個(gè)小企業(yè)集群的成功信貸開(kāi)發(fā)案例的分析,總結(jié)出銀行小企業(yè)信貸業(yè)務(wù)集群開(kāi)發(fā)模式和要點(diǎn)。認(rèn)為銀行必須通過(guò)對(duì)政策的正確解讀、對(duì)行業(yè)的整體把握、對(duì)商圈定位的把控、商圈客戶的準(zhǔn)確分析、對(duì)商戶的分類營(yíng)銷、對(duì)風(fēng)險(xiǎn)的科學(xué)監(jiān)控,才能成功實(shí)施小企業(yè)商圈信貸開(kāi)發(fā)戰(zhàn)略�，F(xiàn)將每一章節(jié)的內(nèi)容簡(jiǎn)要地概述如下:第一章為緒論,介紹了本文的選題背景、意義,研究方法、信息來(lái)源、論文結(jié)構(gòu)。第二章對(duì)小企業(yè)集群營(yíng)銷基礎(chǔ)理論進(jìn)行概述,對(duì)企業(yè)集群營(yíng)銷的概念和發(fā)展背景、小企業(yè)集群類型、銀行對(duì)小企業(yè)商圈客戶進(jìn)行信貸開(kāi)發(fā)的現(xiàn)狀進(jìn)行了介紹,為后續(xù)的案例分析提供理論支持。文章從組織形態(tài)將商圈分為商品易貨市場(chǎng)、商業(yè)街區(qū)、物流園區(qū)、電子商務(wù)平臺(tái)等幾類,并指出,商圈融資業(yè)務(wù)應(yīng)該從目標(biāo)客戶群的角度對(duì)管理的理念進(jìn)行考量。由于單一客戶的信用資質(zhì)、信息搜集能力常常是不足的,用“群體”的規(guī)模效益和集體信用進(jìn)行規(guī)避是比較明智的選擇。根據(jù)各類客戶不同的經(jīng)營(yíng)特點(diǎn),開(kāi)具個(gè)性化的風(fēng)險(xiǎn)規(guī)避政策,提供差異化的授信支持,將規(guī)模效益孕育在批量客戶的集體效應(yīng)中。第三章通過(guò)對(duì)經(jīng)濟(jì)發(fā)展和B銀行整體戰(zhàn)略情況的簡(jiǎn)介、四川省中小企業(yè)發(fā)展情況的調(diào)查及B銀行中小企業(yè)業(yè)務(wù)現(xiàn)狀分析,說(shuō)明了B銀行中小企業(yè)信貸業(yè)務(wù)面臨的機(jī)遇和挑戰(zhàn)以及進(jìn)行小企業(yè)信貸業(yè)務(wù)批量營(yíng)銷的必要性。第四章通過(guò)對(duì)B銀行總行和分行的三個(gè)集群開(kāi)發(fā)事例的分析,找出不同行業(yè)、不同集群營(yíng)銷中銀行關(guān)注的共同點(diǎn),為下一步集群營(yíng)銷模式的總結(jié)提供事例依據(jù)。第五章通過(guò)對(duì)B銀行總行和成都分行的三個(gè)事例的歸納,提出銀行小企業(yè)信貸業(yè)務(wù)集群開(kāi)發(fā)的實(shí)施模式以及模式中的關(guān)鍵環(huán)節(jié)是行業(yè)選擇、客戶分類選擇和確定相應(yīng)的擔(dān)保形式,并初步總結(jié)出量化標(biāo)準(zhǔn),完善成集群開(kāi)發(fā)操作實(shí)踐的方法論,使之成為可復(fù)制的操作模型。
[Abstract]:In 2013, with the intense and the process of marketization of interest rates for domestic economic restructuring and competition in the banking market to speed up the layout, an important hand of various types of commercial banks will be Small and micro businesses credit as a strategic development, increase the small and micro enterprise credit assessment and allocation of resources, on the other hand, Small and micro businesses operate their own high risk information opaque, collateral, and financing needs "short, small, frequent, urgent" characteristics and bank personnel tight risk control strictly, the contradiction between the pursuit of economies of scale. In this context, cluster marketing because of its batch access to customers, grasp the enterprise core business points, more and more characteristics of enterprise risk control system the bank was used. Based on the analysis of B bank for three small enterprises cluster successful credit development case, summed up the bank small business credit business cluster development model and to believe that the bank will point. Must through the correct interpretation of the policy, the overall grasp of the industry, the positioning of the control values, accurate analysis of customer values, classification of marketing business, scientific monitoring of risk, in order to successfully implement the strategy for the development of small business credit business. We will briefly outline the content of each chapter is as follows: the first chapter the introduction introduces the background, significance, research methods, sources of information, the structure of the thesis. The second chapter summarizes the basic theory of enterprise cluster marketing, concept and development background of enterprise cluster marketing, cluster of small enterprises, the status of the bank credit development of small enterprise customers to provide theoretical values, support for the follow-up case analysis. This article will form values into commodity barter market, commercial district, logistics park, e-commerce platform and so on, and pointed out that the district should be from the financing business Consideration of management point of view of the target audience. Due to a single customer credit qualification, often the information collection ability is insufficient, with the "group" scale benefit and collective credit aversion is a more sensible choice. According to the operating characteristics of all kinds of different customers, to avoid the risk of policy issued personalized, to provide differentiated credit support, the scale breeding in the collective effect batch to the client. The third chapter focuses on the economic development and the overall situation of B bank strategy, investigation and analysis of B SME business development situation of small and medium-sized enterprises in Sichuan Province, the face of the B bank SME credit business opportunities and challenges and necessity the small business credit business volume marketing. The fourth chapter is the analysis of the B bank and branch of the three cluster development case, find out the different industries, different sets Common Bank Group Marketing concern, provide a case basis for cluster marketing mode of the next step up. In the fifth chapter, through three examples of B bank and the Chengdu branch of the summary, proposes the key link of the bank small business credit business cluster development implementation mode and mode is the industry choice, customer classification and selection to determine the appropriate form of security, and summarizes the quantitative criteria, to improve the method of cluster development practice theory, making operation model can be copied.

【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F832.4;F276.3

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