本文關鍵詞： 吉林銀行 小微企業(yè) SWOT分析 市場細分　出處：《吉林大學》2014年碩士論文　論文類型：學位論文

【摘要】：近些年來，從中央到地方各級政府支持小微企業(yè)的發(fā)展提到了前所未有的高度，我國已經(jīng)進入了一個經(jīng)濟穩(wěn)定增長的階段，產(chǎn)業(yè)結(jié)構調(diào)整和加快城鎮(zhèn)化進程已成為今后長期的發(fā)展戰(zhàn)略，支持和發(fā)展小微企業(yè)是實現(xiàn)這一戰(zhàn)略的重要舉措。對于地方性銀行而言，開展小微信貸業(yè)務是改善中小銀行的資產(chǎn)結(jié)構和盈利結(jié)構，提高服務水平的有效途徑，更是整個銀行整個經(jīng)營工作的重中之重。 吉林銀行作為一家在省委、省政府支持下，重組成立的地方性股份制商業(yè)銀行，率先在城商行系統(tǒng)成立了首家持有牌照的小企業(yè)金融服務專營機構，高度重視小微金融業(yè)務，舉全行之力優(yōu)先發(fā)展，本著“以客戶為中心、以市場為導向”的營銷思路，實現(xiàn)了從量的整合到質(zhì)的提升。在快速發(fā)展的同時，隨著股份制銀行和外資銀行的不斷進入，吉林銀行業(yè)面臨著前所未有的壓力，尤其是小微企業(yè)金融業(yè)務面臨著激烈的挑戰(zhàn)。因此，探討吉林銀行如何提升小微企業(yè)金融業(yè)務營銷競爭力具有重要的現(xiàn)實意義。 本論文以實踐和理論兩個方面，以吉林銀行為例，以市場細分為基礎，以商業(yè)銀行營銷工作為視角，介紹吉林銀行市場細分基礎理論及主要模式，并通過闡述吉林銀行小微金融業(yè)務的現(xiàn)狀、經(jīng)營中遇到的困難和存在的問題；本文運用SWOT分析法，對吉林銀行經(jīng)營的環(huán)境進行了全面的分析，結(jié)合吉林銀行自身的情況和吉林省金融需求情況，，有針對性地提出提升吉林銀行小微企業(yè)客戶細分市場營銷管理的若干策略和對策建議，旨在為我省的商業(yè)銀行針對不同的客戶群體制訂不同的營銷策略提供一定的參考，也為其他商業(yè)銀行針對細分市場的結(jié)果制訂差異化營銷策略提供可以借鑒的思路。
[Abstract]:In recent years, from the central to local governments to support the development of small and micro enterprises to an unprecedented height, China has entered a stage of stable economic growth. The adjustment of industrial structure and the acceleration of urbanization process have become the long-term development strategy in the future. Supporting and developing small and micro enterprises is an important measure to realize this strategy. It is an effective way to improve the asset structure and profit structure of the small and medium-sized banks and to improve the service level to carry out the small and micro credit business, and it is also the most important part of the whole management work of the whole bank. Jilin Bank, as a local joint-stock commercial bank with the support of the provincial party committee and the provincial government, took the lead in setting up the first small enterprise financial service monopoly institution in the city commercial bank system. Attach great importance to small and micro financial business, take the force of the whole bank to give priority to development, in line with the "customer-centered, market-oriented" marketing thinking, from the integration of quantity to the quality of the promotion. At the same time of rapid development. With the continuous entry of joint-stock banks and foreign banks, the Jilin banking industry is facing unprecedented pressure, especially the small and micro enterprise financial business is facing fierce challenges. It is of great practical significance to discuss how Jilin Bank can enhance the marketing competitiveness of small and micro enterprises. Taking Jilin Bank as an example, taking the market segmentation as the foundation and the commercial bank marketing work as the angle of view, this paper introduces the basic theory and the main models of the Jilin Bank market segmentation from the two aspects of practice and theory. And through expatiating the present situation of Jilin Bank's small and micro financial business, the difficulties and existing problems in the management; This paper makes a comprehensive analysis of the operating environment of Jilin Bank by means of SWOT analysis, combining the situation of Jilin Bank and the financial demand of Jilin Province. This paper puts forward some strategies and countermeasures to improve the customer segmentation marketing management of Jilin Bank. The purpose of this paper is to provide a certain reference for commercial banks in our province to formulate different marketing strategies for different customer groups. It also provides some useful ideas for other commercial banks to formulate differentiated marketing strategies in view of the market segmentation results.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F832.33

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相關期刊論文 前2條

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2 婁飛鵬;;以客戶細分更好地服務小微企業(yè)[J];甘肅金融;2013年01期

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