【摘要】：小額信貸以扶貧的形式產(chǎn)生。從最初向農(nóng)村貧困群體提供扶貧基金，到向小微型企業(yè)提供融資需求，，經(jīng)過20多年的實踐，小額信貸已發(fā)展成一種新型的金融工具，伴隨而起的小額信貸機構(gòu)也走向了商業(yè)化發(fā)展道路。在我國逐漸實施金融改革的背景下，YG公司也加入了小額信貸的潮流中，向中低收入人群和中小型企業(yè)主提供無抵押無擔保的信用貸款。 以改善貧困人群生活和幫助中小企業(yè)解決融資困難為己任的小額信貸公司，受到學術(shù)界和實業(yè)界的廣泛關(guān)注，研究和指導著小額信貸公司的營銷實踐。因此，對YG公司的營銷策略的研究，無論是從理論上，還是營銷實際工作中，均具有參考意義。 本論文以YG公司的營銷案例為研究對象，以小額信貸為行業(yè)背景，介紹了YG公司的發(fā)展歷程、產(chǎn)品特點、市場擴展、營銷策略及其發(fā)展中的困惑。針對2013年的營銷目標，案例中提供了三種營銷策略方案。這三種營銷方案中，均采用了內(nèi)外部環(huán)境分析，有的還運用了SWOT理論和五力競爭模型分析，試圖找出YG公司市場定位和制定比較合適的營銷策略。 在案例分析中，本文從營銷決策和營銷環(huán)境的關(guān)系入手，分析營銷環(huán)境對營銷決策的影響和營銷決策對營銷環(huán)境的反作用，得出營銷決策的效益最大化受決策效用值與營銷環(huán)境正面效果和營銷環(huán)境負面效果的影響。結(jié)合案例中表述的問題，本文采用了遞階層次決策模型，經(jīng)過判斷矩陣的建立和歸一化處理，從一致性比率中選擇了最佳的營銷方案。除此以外，本文還根據(jù)案例中講述的情形，建議YG公司還可以采用提升服務策略，改進服務跟蹤和內(nèi)容；整合營銷傳播策略，樹立企業(yè)品牌形象。 在三年快速擴展中，YG公司營銷策略需要根據(jù)市場變化而做出調(diào)整和改進。而營銷決策更是要科學地使其效益最大化，為此需要運用科學地營銷決策模型。相信YG公司能夠在日益激烈的市場競爭中贏得比較優(yōu)勢，為小額信貸組織的持續(xù)性發(fā)展提供一個成功的典范，為我國金融改革與金融創(chuàng)新提供現(xiàn)實模板，也為眾多小微型企業(yè)的融資需求提供資金支持。
[Abstract]:Microfinance came into being in the form of poverty alleviation. From the initial provision of poverty alleviation funds to the financing needs of small and micro enterprises, microcredit has developed into a new type of financial instrument after more than 20 years of practice. With the rise of microfinance institutions have also moved towards the road of commercial development. Under the background of gradually implementing financial reform in our country, YG Company has joined the trend of micro-credit, providing unsecured and unsecured credit to middle and low income people and small and medium-sized enterprises. Microfinance companies, which are responsible for improving the lives of poor people and helping small and medium-sized enterprises to solve their financing difficulties, have received extensive attention from academia and industry, and have studied and guided the marketing practice of microfinance companies. Therefore, the study of YG's marketing strategy is of great significance in both theory and practice. This paper takes the marketing case of YG Company as the research object, taking the micro-credit as the industry background, introduces the development course, the product characteristic, the market expansion, the marketing strategy and the confusion in the development of YG Company. For the 2013 marketing target, the case provides three marketing strategies. In these three marketing schemes, internal and external environment analysis is adopted, and some use SWOT theory and five-force competition model to try to find out the market position of YG company and make more suitable marketing strategy. In the case study, this paper starts with the relationship between marketing decision and marketing environment, analyzes the influence of marketing environment on marketing decision and the reaction of marketing decision to marketing environment. It is concluded that the benefit maximization of marketing decision is influenced by the value of decision utility, the positive effect of marketing environment and the negative effect of marketing environment. Combined with the problems expressed in the case, this paper adopts the hierarchical sub-decision model, through the establishment and normalization of the judgment matrix, selects the best marketing scheme from the consistency ratio. In addition, according to the situation described in the case, this paper suggests that YG can adopt the strategy of improving service, improving service tracking and content, integrating marketing communication strategy, and establishing enterprise brand image. In three years of rapid expansion, YG's marketing strategy needs to be adjusted and improved according to market changes. And marketing decision is to make its benefit maximization scientifically, so it needs to use scientific marketing decision model. It is believed that YG can win comparative advantage in the increasingly fierce market competition, provide a successful model for the sustainable development of microfinance organizations, and provide a practical template for financial reform and financial innovation in China. It also provides financial support for the financing needs of many small and micro enterprises.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F832.39

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