本文選題：商業(yè)銀行　切入點(diǎn)：中小企業(yè)　出處：《山東大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：在金融行業(yè)競(jìng)爭(zhēng)高度激烈、金融創(chuàng)新層出不窮的時(shí)代,隨著利率市場(chǎng)化、人民幣國(guó)際化以及金融脫媒趨勢(shì)的形成,商業(yè)銀行依賴傳統(tǒng)利差收入的增長(zhǎng)模式,欲在日益分割的大客戶市場(chǎng)占領(lǐng)一席之地則變得愈發(fā)困難。由此,商業(yè)銀行往往不得不另辟蹊徑尋找新的突破口,并順應(yīng)金融環(huán)境和國(guó)家經(jīng)濟(jì)政策的變化,對(duì)營(yíng)銷策略和目標(biāo)市場(chǎng)進(jìn)行重新審視,最終紛紛將營(yíng)銷戰(zhàn)略的著眼點(diǎn)轉(zhuǎn)移到了代表新興產(chǎn)業(yè)發(fā)展方向且占GDP較大比例的中小企業(yè)客戶方向,并結(jié)合自身資源稟賦制定針對(duì)中小企業(yè)市場(chǎng)的差異化經(jīng)營(yíng)戰(zhàn)略,更是著力打造“中小企業(yè)客戶銀行”的市場(chǎng)定位。商業(yè)銀行紛紛看重中小企業(yè)客戶發(fā)展,很大程度上基于盈利考慮和其培育長(zhǎng)期的優(yōu)質(zhì)客戶群的營(yíng)銷目標(biāo)�？梢�(jiàn)如何解決中小企業(yè)融資難的問(wèn)題,從而奪得中小企業(yè)客戶“資源保衛(wèi)戰(zhàn)”的勝利,不僅逐漸成為宏觀經(jīng)濟(jì)政策關(guān)注的重點(diǎn),更是越來(lái)越成為商業(yè)銀行營(yíng)銷策略所專注的重點(diǎn)。 本文以C商業(yè)銀行為研究客體,從市場(chǎng)營(yíng)銷基礎(chǔ)理論概述切入,展開(kāi)對(duì)中小企業(yè)客戶的定義與經(jīng)濟(jì)特征分析,并在參考國(guó)內(nèi)外理論文獻(xiàn)基礎(chǔ)上,通過(guò)充分的市場(chǎng)調(diào)研和實(shí)踐分析,總結(jié)出我國(guó)商業(yè)銀行針對(duì)中小企業(yè)客戶的營(yíng)銷策略目標(biāo)和方向。以此為依據(jù),通過(guò)一系列營(yíng)銷模型分析,運(yùn)用波特五種力量模型、SWOT分析、“4P理論”和“4C理論”、PEST等市場(chǎng)營(yíng)銷理論工具,結(jié)合C商業(yè)銀行實(shí)際,對(duì)現(xiàn)有經(jīng)濟(jì)形勢(shì)和市場(chǎng)條件下商業(yè)銀行面向中小企業(yè)客戶營(yíng)銷模式的可行性進(jìn)行一系列分析和論證,并據(jù)此總結(jié)出一套中小企業(yè)客戶營(yíng)銷模式在商業(yè)銀行中實(shí)際運(yùn)用的模型。 本文研究的目的,是在市場(chǎng)營(yíng)銷理論及相關(guān)商業(yè)銀行營(yíng)銷策略探索和研究的理論基礎(chǔ)上,有針對(duì)性地提出一套商業(yè)銀行之間競(jìng)合發(fā)展、銀行與企業(yè)合作平臺(tái)有效搭建、從而實(shí)現(xiàn)雙贏局面的銀行與企業(yè)發(fā)展的解決方案。
[Abstract]:In the era of highly competitive financial industry and endless financial innovation, with the interest rate marketization, RMB internationalization and the formation of financial disintermediation trend, commercial banks rely on the traditional interest rate income growth model. It is becoming increasingly difficult to gain a place in the increasingly fragmented market for big customers. As a result, commercial banks often have to find new ways to break through and adapt to changes in the financial environment and national economic policies. Reexamine the marketing strategy and target market, and finally shift the focus of marketing strategy to small and medium-sized enterprises (SMEs), which represent the developing direction of emerging industries and account for a large proportion of GDP. Combined with their own resource endowment to formulate a differentiated management strategy for the market of small and medium-sized enterprises, they also focus on the market positioning of "small and medium-sized enterprise customer banks." Commercial banks attach importance to the development of small and medium-sized enterprises' customers. In large part, based on profit considerations and its marketing goal of cultivating a long-term high-quality customer base, we can see how to solve the problem of financing difficulties for small and medium-sized enterprises, thereby winning the "resource defense war" for small and medium-sized enterprise customers. It not only becomes the focus of macroeconomic policy, but also becomes the focus of commercial bank marketing strategy. This article takes C commercial bank as the research object, from the marketing basic theory outline, carries out the definition and the economic characteristic analysis to the small and medium-sized enterprise customer, and in the reference domestic and foreign theory literature foundation, Through full market research and practical analysis, the paper summarizes the marketing strategy target and direction of Chinese commercial banks for small and medium-sized enterprises. Based on this, through a series of marketing model analysis, Using Porter's five power models and SWOT analysis, "4P theory" and "4C theory" and other marketing tools such as pest, combined with C commercial bank practice, This paper makes a series of analysis and demonstration on the feasibility of the customer marketing model of commercial banks facing small and medium-sized enterprises under the current economic situation and market conditions, and sums up a set of models for the practical application of the customer marketing mode of small and medium-sized enterprises in commercial banks. The purpose of this paper is to put forward a set of competitive development among commercial banks based on the theories of marketing theory and related commercial banks' marketing strategies, and to set up an effective platform for cooperation between banks and enterprises. To achieve a win-win situation of the banking and enterprise development solutions.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.2

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