本文選題：融資業(yè)務 + 小企業(yè)��； 參考：《寧波大學》2014年碩士論文

【摘要】：小企業(yè)在當今國民經(jīng)濟中發(fā)揮著重要作用，國家對小企業(yè)的政策支持導向也越來越明確，，同時隨著利率市場化的不斷推進，小企業(yè)客戶逐漸成為商業(yè)銀行“追逐”的對象。小企業(yè)融資業(yè)務成為商業(yè)銀行新的利潤增長點,對銀行盈利模式和風險控制提出了新的要求,各家商業(yè)銀行在小企業(yè)融資業(yè)務領(lǐng)域不斷深入探索，并從原來的被動等待轉(zhuǎn)變?yōu)橹鲃訝I銷。寧波銀行早在21世紀初就致力于發(fā)展小企業(yè)融資業(yè)務，積累了一定的經(jīng)驗，但在愈演愈烈的市場競爭中還是存在某些不足。 通過對寧波銀行日常經(jīng)營管理的分析，以及向小企業(yè)發(fā)放調(diào)查問卷進行反饋信息的收集，發(fā)現(xiàn)目前寧波銀行小企業(yè)融資業(yè)務營銷存在產(chǎn)品本地化特性不足、客戶行業(yè)類型缺乏多元化、授信條件嚴格、貸款定價不夠科學等一系列問題。 寧波銀行若要實現(xiàn)小企業(yè)融資業(yè)務的進一步發(fā)展，從容面對日趨激烈的市場競爭，必須順應利率市場化趨勢，完成傳統(tǒng)經(jīng)營管理理念的轉(zhuǎn)變。本文針對寧波銀行小企業(yè)融資業(yè)務實際提出了具有可操作性的營銷對策建議，諸如推出特色產(chǎn)品、提供差異化服務、擴大品牌宣傳、挖掘相關(guān)渠道交叉營銷客戶、科學合理定價等，為寧波銀行小企業(yè)融資業(yè)務營銷提出了新思路與新渠道，對于其小企業(yè)融資業(yè)務平穩(wěn)持續(xù)地發(fā)展具有實踐意義。
[Abstract]:Small enterprises play an important role in the current national economy, and the policy support direction of the state to small enterprises is becoming more and more clear. At the same time, with the continuous promotion of interest rate marketization, small business customers have gradually become the "chasing" object of commercial banks.The financing business of small enterprises has become a new profit growth point of commercial banks, which has put forward new requirements to the profit mode and risk control of banks, and commercial banks have been exploring deeply in the field of financing business of small enterprises.And from the original passive wait to change to active marketing.As early as the beginning of the 21st century, Ningbo Bank has been devoting itself to the development of financing business of small enterprises, and has accumulated certain experience, but there are still some shortcomings in the increasingly fierce market competition.Through the analysis of Ningbo Bank's daily operation and management, and the collection of feedback information by issuing questionnaires to small enterprises, it is found that there is insufficient localization of products in the marketing of small enterprises' financing business of Ningbo Bank at present.A series of problems, such as lack of diversification of customer industry, strict credit conditions and unscientific pricing of loans, etc.If the Bank of Ningbo wants to realize the further development of the financing business of small enterprises and face the increasingly fierce market competition, it must conform to the trend of marketization of interest rate and complete the transformation of the traditional management idea.This paper puts forward some operable marketing countermeasures for the financing business of small enterprises of Ningbo Bank, such as introducing characteristic products, providing differentiated services, expanding brand publicity, digging up cross-marketing customers through related channels.Scientific and reasonable pricing has put forward new ideas and new channels for the financing business marketing of small enterprises of Ningbo Bank, which has practical significance for the steady and sustainable development of the financing business of small enterprises.
【學位授予單位】：寧波大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F276.3;F832.4

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