發(fā)布時(shí)間：2018-03-14 02:06

  本文選題：寧夏銀行　切入點(diǎn)：小微企業(yè)信貸業(yè)務(wù)　出處：《寧夏大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：小微企業(yè)是小型企業(yè)和微型企業(yè)的統(tǒng)稱,是我國(guó)國(guó)民經(jīng)濟(jì)的重要組成部分。據(jù)國(guó)家工商總局的數(shù)據(jù)顯示,我國(guó)現(xiàn)有5000多萬(wàn)戶的小微企業(yè),占到全國(guó)企業(yè)實(shí)有總戶數(shù)的95%以上,這些企業(yè)的工業(yè)總產(chǎn)值、銷售收入,實(shí)現(xiàn)利稅分別占到中國(guó)經(jīng)濟(jì)總量的60%、57%和50%,成為經(jīng)濟(jì)發(fā)展領(lǐng)域的一大亮點(diǎn)。近年來(lái)小微企業(yè)數(shù)量和規(guī)模不斷擴(kuò)大,其在經(jīng)濟(jì)增長(zhǎng)、稅收提供、增加就業(yè)、科技創(chuàng)新等方面起到的作用正日益加深。但在發(fā)展過(guò)程中,小微企業(yè)也面臨著經(jīng)營(yíng)壓力大、成本上升、稅費(fèi)偏重、融資困難等一系列問(wèn)題,而其中最需要迫切解決的就是企業(yè)融資難。在我國(guó),商業(yè)銀行是整個(gè)金融體系的主導(dǎo),企業(yè)的主要資金融通方式絕大多數(shù)來(lái)自于銀行借款,根據(jù)2013年《小微企業(yè)融資發(fā)展報(bào)告:中國(guó)現(xiàn)狀及亞洲實(shí)踐》的調(diào)查統(tǒng)計(jì),74%的小微企業(yè)都將銀行貸款作為融資首選,而67%的小微企業(yè)融資來(lái)源是商業(yè)銀行貸款,因此讓銀行資金助力小微企業(yè)成長(zhǎng)勢(shì)在必行。本文通過(guò)五大部分來(lái)闡述文章所要表達(dá)的主要觀點(diǎn):第一章,是緒論部分,先是介紹了本文的選題背景,選題目的和選題意義,緊接著又介紹了關(guān)于該領(lǐng)域的國(guó)內(nèi)外的研究現(xiàn)狀,研究的主要思路、方法以及線路圖。第二章分別介紹了小微企業(yè)信貸業(yè)務(wù)營(yíng)銷的基本概念,詳細(xì)說(shuō)明了 4C營(yíng)銷組合理論的含義及內(nèi)容。第三章主要論述了寧夏銀行的公司簡(jiǎn)介、現(xiàn)有小微業(yè)務(wù)組織管理結(jié)構(gòu)和目前的經(jīng)營(yíng)狀況,并分析該銀行的小微企業(yè)信貸業(yè)務(wù)營(yíng)銷現(xiàn)狀。第四章主要從渠道、產(chǎn)品、定價(jià)、組織架構(gòu)、業(yè)務(wù)審批流程五個(gè)方面來(lái)著重分析寧夏銀行小微企業(yè)信貸業(yè)務(wù)營(yíng)銷中還存在著哪些問(wèn)題。第五章介紹了優(yōu)化現(xiàn)有營(yíng)銷策略所要達(dá)到的目標(biāo),從滿足客戶需求、降低客戶成本、為客戶提供便捷、加強(qiáng)與客戶溝通這四個(gè)方面為切入點(diǎn)制定了新的小微信貸業(yè)務(wù)營(yíng)銷策略方案。
[Abstract]:Small and micro enterprises are the general names of small enterprises and micro enterprises, and they are an important part of the national economy. According to the data of the State Administration of Industry and Commerce, there are more than 50 million small and micro enterprises in China, accounting for more than 95% of the total households of enterprises in China. The total industrial output value, sales revenue, profits and taxes of these enterprises account for 60% or 57% and 50% of China's total economic output, respectively, becoming a major bright spot in the field of economic development. In recent years, the number and scale of small and micro enterprises have been continuously expanding, and they are providing tax revenue in economic growth. The role of increasing employment and scientific and technological innovation is deepening. But in the process of development, small and micro enterprises are also facing a series of problems, such as heavy operating pressure, rising costs, heavy taxes and fees, difficulties in financing, and so on. In our country, commercial banks are the dominant financial system, and most of the major financing methods of enterprises come from bank loans. According to the survey of 2013 "small and Microenterprise financing Development report: China's current situation and Asian practice", 74% of small and micro enterprises use bank loans as the first choice of financing, while 67% of small and micro enterprises' financing source is commercial bank loans. Therefore, it is imperative to let bank funds help small and micro enterprises to grow. This paper expounds the main points of view of the article through five parts: chapter one, the introduction part, first introduces the background, purpose and significance of this topic. The second chapter introduces the basic concepts of credit marketing in small and micro enterprises. The meaning and content of 4C marketing combination theory are explained in detail. The third chapter mainly discusses the company profile of Ningxia Bank, the management structure of the existing small and micro business organization and the current management situation. And analyze the marketing status of the bank's small and micro enterprise credit business. Chapter 4th mainly from channels, products, pricing, organizational structure, This paper focuses on the analysis of the problems in the credit marketing of small and micro enterprises in Ningxia Bank from five aspects. Chapter 5th introduces the objectives to be achieved by optimizing the existing marketing strategies to meet the needs of customers and reduce customer costs. To provide convenience for customers and strengthen communication with customers these four aspects for the breakthrough point to formulate a new micro-credit business marketing strategy.
【學(xué)位授予單位】：寧夏大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F276.3;F832.4

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