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

【摘要】：在金融行業(yè)競爭高度激烈、金融創(chuàng)新層出不窮的時代,隨著利率市場化、人民幣國際化以及金融脫媒趨勢的形成,商業(yè)銀行依賴傳統(tǒng)利差收入的增長模式,欲在日益分割的大客戶市場占領(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)境和國家經(jīng)濟政策的變化,對營銷策略和目標市場進行重新審視,最終紛紛將營銷戰(zhàn)略的著眼點轉(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中小企業(yè)市場的差異化經(jīng)營戰(zhàn)略,更是著力打造“中小企業(yè)客戶銀行”的市場定位。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期的優(yōu)質(zhì)客戶群的營銷目標�？梢娙绾谓鉀Q中小企業(yè)融資難的問題,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)濟政策關(guān)注的重點,更是越來越成為商業(yè)銀行營銷策略所專注的重點。 本文以C商業(yè)銀行為研究客體,從市場營銷基礎(chǔ)理論概述切入,展開對中小企業(yè)客戶的定義與經(jīng)濟特征分析,并在參考國內(nèi)外理論文獻基礎(chǔ)上,通過充分的市場調(diào)研和實踐分析,總結(jié)出我國商業(yè)銀行針對中小企業(yè)客戶的營銷策略目標和方向。以此為依據(jù),通過一系列營銷模型分析,運用波特五種力量模型、SWOT分析、“4P理論”和“4C理論”、PEST等市場營銷理論工具,結(jié)合C商業(yè)銀行實際,對現(xiàn)有經(jīng)濟形勢和市場條件下商業(yè)銀行面向中小企業(yè)客戶營銷模式的可行性進行一系列分析和論證,并據(jù)此總結(jié)出一套中小企業(yè)客戶營銷模式在商業(yè)銀行中實際運用的模型。 本文研究的目的,是在市場營銷理論及相關(guān)商業(yè)銀行營銷策略探索和研究的理論基礎(chǔ)上,有針對性地提出一套商業(yè)銀行之間競合發(fā)展、銀行與企業(yè)合作平臺有效搭建、從而實現(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.
【學位授予單位】：山東大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.2

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