【摘要】：小微企業(yè)作為我國經(jīng)濟(jì)社會(huì)中最基層、最活躍的群體,在促進(jìn)經(jīng)濟(jì)增長、增加社會(huì)就業(yè)、加快科技創(chuàng)新與維護(hù)社會(huì)穩(wěn)定和諧等方面具有重要的作用,近年來受到了黨和政府以及社會(huì)各界的廣泛關(guān)注和高度重視.同時(shí),加強(qiáng)對(duì)小微企業(yè)的金融支持是商業(yè)銀行不可推卸的社會(huì)責(zé)任,也是商業(yè)銀行不可缺失的經(jīng)濟(jì)增長點(diǎn).多家銀行都已開始瞄準(zhǔn)小微企業(yè)金融服務(wù)市場(chǎng),銀行間對(duì)小微企業(yè)服務(wù)市場(chǎng)的爭(zhēng)奪已顯露端倪,開拓和發(fā)展小微企業(yè)金融服務(wù)市場(chǎng),從長遠(yuǎn)角度看,是商業(yè)銀行特別是規(guī)模相對(duì)較小的地方性商業(yè)銀行保持長期穩(wěn)定發(fā)展的戰(zhàn)略目標(biāo)。ZZ銀行作為立足于省會(huì)的一家地方性商業(yè)銀行業(yè)更應(yīng)該抓住機(jī)遇,積極探索和發(fā)展適合小微企業(yè)需要的金融服務(wù)方式與渠道,提高小微企業(yè)金融服務(wù)的質(zhì)量,打造自己的品牌,并根據(jù)需求的變化不斷更新服務(wù),從而取得小微企業(yè)的認(rèn)可,提升他們的忠誠度,在小微企業(yè)群中牢固樹立自己的品牌形象。本文從小微企業(yè)發(fā)展的經(jīng)濟(jì)環(huán)境和金融環(huán)境分析入手,結(jié)合全國和河南省小微企業(yè)金融服務(wù)情況和經(jīng)驗(yàn),對(duì)ZZ銀行的小微企業(yè)金融服務(wù)進(jìn)行總結(jié)和分析,建議從產(chǎn)品、營銷、機(jī)制、體制、品牌宣傳、人員和管理七個(gè)方面改進(jìn)小微企業(yè)金融服務(wù),構(gòu)建ZZ銀行“小企業(yè)融資專家”品牌建設(shè)的支撐體系,使小微企業(yè)能夠切切實(shí)實(shí)感受到ZZ銀行的專家服務(wù),提高品牌效應(yīng),實(shí)現(xiàn)ZZ銀行經(jīng)濟(jì)效益和社會(huì)效益的雙豐收.
[Abstract]:As the most basic and active group in China's economic society, small and micro enterprises play an important role in promoting economic growth, increasing social employment, speeding up scientific and technological innovation and maintaining social stability and harmony. In recent years by the party and the government and the community from all walks of life widespread concern and highly attention. At the same time, strengthening the financial support to small and micro enterprises is not only the social responsibility of commercial banks, but also the economic growth point of commercial banks. A number of banks have begun to target the small and micro enterprise financial services market, and the competition among banks for the small and micro enterprise financial services market has emerged, opening up and developing the small and micro enterprise financial services market. In the long run, It is a strategic goal for commercial banks, especially the relatively small local commercial banks, to maintain long-term and stable development. As a local commercial bank based in the provincial capital, ZZ Bank should seize the opportunity. Actively explore and develop the financial service modes and channels suitable for the needs of small and micro enterprises, improve the quality of financial services of small and micro enterprises, build their own brands, and constantly update their services according to the changes in demand, thereby obtaining the recognition of small and micro enterprises, Enhance their loyalty and establish their brand image firmly in the small and micro-enterprise cluster. Starting with the analysis of the economic and financial environment of the development of small and micro enterprises, combined with the situation and experience of the financial services of small and micro enterprises in China and Henan Province, this paper sums up and analyzes the financial services of small and micro enterprises of ZZ Bank, and suggests that the products and marketing should be taken into account. Mechanism, system, brand promotion, personnel and management to improve small and micro enterprise financial services, build ZZ bank "small business financing experts" brand building support system, So that small and micro enterprises can really feel the expert service of ZZ Bank, improve the brand effect, and realize the double harvest of economic and social benefits of ZZ Bank.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.4;F276.3

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本文編號(hào)：2149740