本文選題：貸款 + 營銷策略��； 參考：《西南財經(jīng)大學(xué)》2013年碩士論文

【摘要】：通過十幾年的發(fā)展,重慶銀行現(xiàn)已成為一家治理規(guī)范、資本充足、特色突出、定位清晰、效益良好的股份制商業(yè)銀行。重慶銀行經(jīng)營特色突出,在監(jiān)管部門的指導(dǎo)下,大力發(fā)展小額信貸業(yè)務(wù),并積極引進國際先進技術(shù)和理念,與重慶銀行實際相結(jié)合,形成了其獨有的小額信貸模式,在小額信貸領(lǐng)域形成了較強的核心競爭力。但是作為一家起步較晚的地區(qū)性銀行,由于客戶群體相對較小,在資金和技術(shù)都不占優(yōu)勢的情況下,其生存必然受到大銀行的威脅,為了保存既有的中小企業(yè)市場和開辟新的市場,重慶銀行在中小企業(yè)貸款方面的營銷顯得尤為緊迫。重慶銀行開展中小企業(yè)信貸營銷的意義在于能夠適應(yīng)金融創(chuàng)新的需求,提高重慶銀行的信貸資產(chǎn)質(zhì)量和維護大客戶的合作關(guān)系。 鑒于此,本文以SWOT、4PS、STP等營銷理論為基礎(chǔ),結(jié)合重慶銀行的實際情況進行了分析和探討,本文認為重慶銀行應(yīng)面對自身資金規(guī)模、人員素質(zhì)和貸款經(jīng)驗不占優(yōu)勢的現(xiàn)狀,從重視對中小企業(yè)貸款市場的開拓、發(fā)展對中小企業(yè)貸款業(yè)務(wù)要制定長期計劃、完善貸款業(yè)務(wù)的內(nèi)部管理機制、提高客戶的識別能力、主攻優(yōu)質(zhì)客戶、加強企業(yè)文化建設(shè)、豐富抵押品種等方面進行營銷策略的實施。
[Abstract]:Through the development of more than ten years, Chongqing Bank has become a joint-stock commercial bank with sufficient capital, outstanding characteristics, clear positioning and good benefit.Chongqing Bank has outstanding operating characteristics, under the guidance of the regulatory authorities, vigorously develop microfinance business, and actively introduce advanced international technology and ideas, and Chongqing Bank of the actual combination, forming its unique microfinance model.In the field of microfinance has formed a strong core competitiveness.However, as a regional bank with a relatively late start, because of the relatively small customer base, its survival is bound to be threatened by the big banks under the condition that the capital and technology are not dominant.In order to preserve the existing SME market and open up new market, Chongqing Bank's marketing of SME loan is particularly urgent.The significance of credit marketing of small and medium-sized enterprises in Chongqing Bank lies in meeting the needs of financial innovation, improving the quality of credit assets of Chongqing Bank and maintaining the cooperative relationship of large customers.In view of this, based on the marketing theory such as SWOTX 4PSN STP and combining with the actual situation of Chongqing Bank, this paper holds that Chongqing Bank should face the present situation that its own capital scale, personnel quality and loan experience are not dominant.In order to develop the loan market for small and medium-sized enterprises, we should draw up long-term plans for the development of loan business for small and medium-sized enterprises, perfect the internal management mechanism of the loan business, improve the ability of customer identification, focus on high-quality customers, and strengthen the construction of enterprise culture.Rich mortgage varieties and other aspects of the implementation of marketing strategies.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.4;F276.3

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