本文選題：小微金融 + 產(chǎn)品服務�。� 參考：《南昌大學》2017年碩士論文

【摘要】：我國金融市場競爭日益白熱化,考慮到商業(yè)銀行的金融產(chǎn)品同質化現(xiàn)象嚴重,客戶的個性化金融需求越來越多,創(chuàng)新金融產(chǎn)品服務和打造“全系列”金融產(chǎn)品是商業(yè)銀行特別是區(qū)域商業(yè)銀行的發(fā)展方向。21世紀以來,伴隨著我國電子商務活動特別是互聯(lián)網(wǎng)金融的飛速發(fā)展,小微金融所針對的客戶服務對象日益凸顯出規(guī)模人群大、服務門檻低的特點;小微客戶也愈發(fā)成為未來投資的四大主力客戶之一,他們是未來經(jīng)濟發(fā)展的依仗群體。渠道扁平化與微利營銷則是小微金融企業(yè)未來發(fā)展的必然趨勢,小微客戶群已成為我國經(jīng)濟增長的“第四利潤源”。同時伴隨著小微金融市場的日益壯大,小微企業(yè)融資難,“P2P”等新的服務類型和監(jiān)管難題等新問題也逐漸被提上議程,成為商業(yè)銀行創(chuàng)新金融產(chǎn)品,開拓業(yè)務“藍�！彼媾R的新困難,隨著技術的發(fā)展,線下金融企業(yè)和純互聯(lián)網(wǎng)金融企業(yè)的激烈競爭在客戶關懷維度也考驗活動類型的質量與效果,而線下金融部門和線上金融部門目標客戶替代與重合則考驗著活動效率的此消彼長的狀態(tài)。小微金融是金融公司服務于小微企業(yè)這種特殊群體,并為他們活動提供特定產(chǎn)品和特定服務的過程。如何更好的提升企業(yè)服務品質,尋找新的獲利增長點是小微金融產(chǎn)品設計的出發(fā)點和落腳點。本文依托現(xiàn)有主要產(chǎn)業(yè)政策,在分析目標對象小微金融活動質量同時,嘗試對小微企業(yè)金融服務的等級進行行業(yè)評定,從而形成較規(guī)范化的行業(yè)標準;從MS銀行小微金融服務的現(xiàn)有優(yōu)勢和障礙分析過程得出產(chǎn)品設計思路和產(chǎn)品服務的功能優(yōu)化,并以具體的金融產(chǎn)品案例和服務流程做法進行現(xiàn)場分析,同時對小微金融產(chǎn)品活動所涉風險進行發(fā)掘和如何防范提出具體建議,并結合企業(yè)所在城市現(xiàn)實狀況提出發(fā)展小微金融服務業(yè)的對策思路。通過全文分析,本文得出的基本結論有如下觀點:一是目前我國特別是發(fā)達城市小微金融服務水平已從“數(shù)量式”發(fā)展過渡到了“內(nèi)涵式”發(fā)展階段;二是不同金融機構對小微金融產(chǎn)品的多層嵌套事實上已使得風險控制呈現(xiàn)“隱藏性”特點,這對不同體量的金融機構防范風險提出了新的挑戰(zhàn);三是MS銀行小微金融產(chǎn)品發(fā)展存在客戶類型不全面、盈利不穩(wěn)定,這需要特定部門重塑組織架構和人力資源安排,同時部門的信息共享和互通是拓展業(yè)務利潤穩(wěn)定來源的關鍵。
[Abstract]:The competition in our financial market is becoming more and more intense. Considering the phenomenon of homogenization of financial products of commercial banks, customers' individualized financial needs are becoming more and more.Since the 21st century, the development direction of commercial banks, especially regional commercial banks, has been accompanied by the rapid development of e-commerce activities, especially Internet finance, in China.The customer service target of microfinance increasingly highlights the characteristics of large scale people and low service threshold. Small and micro customers have become one of the four main customers of future investment and they are the dependant group of the future economic development.Channel flattening and micro-profit marketing are the inevitable trend of the future development of micro-finance enterprises, and small customers have become the "fourth profit source" of our country's economic growth.At the same time, with the growing of the small and micro financial market, the financing of small and micro enterprises is difficult, "P2P" and other new service types and regulatory problems have gradually been put on the agenda, and become commercial banks innovative financial products.With the development of technology, the fierce competition between offline financial enterprises and pure Internet financial enterprises also tests the quality and effect of activity types in the dimension of customer care.Off-line financial sector and online financial sector target customer substitution and coincidence are testing the efficiency of activity one by one.Microfinance is the process by which financial companies serve a special group of small and micro enterprises and provide specific products and services for their activities.How to better improve the service quality of enterprises and find new profit growth point is the starting point and foothold of microfinancial product design.Based on the existing industrial policies, this paper tries to evaluate the financial service level of small and micro enterprises in order to form a more standardized industry standard by analyzing the quality of the small and micro financial activities of the target object at the same time.From the current advantage and obstacle analysis process of MS bank's small and micro financial service, the product design idea and the function optimization of product service are obtained, and the field analysis is carried out with specific financial product case and service flow method.At the same time, this paper explores the risks involved in the activities of microfinancial products and puts forward some specific suggestions on how to prevent them, and puts forward some countermeasures for the development of microfinancial service industry in light of the actual situation of the cities where the enterprises are located.Through the analysis of the full text, the basic conclusions of this paper are as follows: firstly, at present, the level of small and micro financial services in China, especially in the developed cities, has changed from the "quantitative" development to the "connotative" development stage;Second, the multi-layer nesting of small and micro financial products by different financial institutions has in fact made the risk control "hidden", which puts forward a new challenge for different financial institutions to prevent risks;Thirdly, the development of MS bank microfinancial products is characterized by incomplete customer types and unstable profits, which requires a special department to reshape its organizational structure and human resources arrangement. Meanwhile, information sharing and interoperability are the key to expand the steady source of business profits.
【學位授予單位】：南昌大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.2

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