本文關(guān)鍵詞：吉林銀行吉林分行小微企業(yè)信貸業(yè)務(wù)競爭戰(zhàn)略研究　出處：《吉林財(cái)經(jīng)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：當(dāng)前,我國市場經(jīng)濟(jì)快速發(fā)展,從整體而言小微企業(yè)在維護(hù)社會穩(wěn)定、優(yōu)化經(jīng)濟(jì)結(jié)構(gòu)方面為國家做出了重要貢獻(xiàn)。然而,小微企業(yè)普遍存在融資困難、發(fā)展受阻的問題,小微企業(yè)貸款占全部銀行貸款的比重較低,絕大多數(shù)小微企業(yè)只能通過民間借貸完成融資。與此同時(shí),小微企業(yè)又具有龐大的客戶數(shù)量,其信貸需求遠(yuǎn)遠(yuǎn)沒有得到滿足,供需缺口巨大,又由于小微企業(yè)可支付的信貸服務(wù)價(jià)格普遍高于大中型企業(yè),商業(yè)銀行回報(bào)率較高,因而,小微企業(yè)信貸業(yè)務(wù)已經(jīng)成為商業(yè)銀行業(yè)務(wù)發(fā)展的重要“藍(lán)�！薄＜帚y行吉林分行作為優(yōu)秀的地方城市商業(yè)銀行,在激烈的市場競爭中,如何形成并保持競爭優(yōu)勢、贏得小微信貸市場競爭,對其未來的可持續(xù)發(fā)展至關(guān)重要。本文以吉林銀行吉林分行小微企業(yè)信貸業(yè)務(wù)為研究對象,利用PEST分析法及波特五力模型對吉林銀行吉林分行小微企業(yè)信貸業(yè)務(wù)面臨的外部環(huán)境及內(nèi)部條件進(jìn)行了深入分析,論述了吉林銀行吉林分行小微企業(yè)信貸業(yè)務(wù)的現(xiàn)狀。在此基礎(chǔ)上結(jié)合吉林銀行吉林分行小微企業(yè)信貸業(yè)務(wù)外部的機(jī)會與威脅、內(nèi)部的優(yōu)勢與劣勢進(jìn)行SWOT分析,提出了吉林銀行吉林分行小微企業(yè)信貸業(yè)務(wù)差異化競爭戰(zhàn)略的具體內(nèi)容,即金融產(chǎn)品與服務(wù)差異化、市場營銷差異化及風(fēng)險(xiǎn)管理差異化,并進(jìn)一步對競爭戰(zhàn)略的實(shí)施進(jìn)行了深入研究和分析,即吉林銀行吉林分行要從體制機(jī)制建設(shè)、營銷服務(wù)水平、授信評審體系、產(chǎn)品創(chuàng)新、隊(duì)伍建設(shè)、企業(yè)文化等方面全面做好小微企業(yè)信貸業(yè)務(wù)發(fā)展的戰(zhàn)略保障,打造“小微金融服務(wù)第一行”的金融品牌形象。
[Abstract]:At present, with the rapid development of market economy in China, small and micro enterprises have made important contributions to the country in maintaining social stability and optimizing economic structure. However, small and micro enterprises generally have difficulty in financing. The problem of hindered development, small and micro enterprise loans account for a low proportion of all bank loans, the vast majority of small and micro enterprises can only be financed through private lending. At the same time, small and micro enterprises have a large number of customers. Its credit demand is far from being satisfied, the gap between supply and demand is huge, and because the price of credit services that small and micro enterprises can pay is generally higher than that of large and medium-sized enterprises, the commercial banks have a high rate of return. Small and micro-enterprise credit business has become an important "blue sea" of commercial bank business development. Jilin Branch of Jilin Bank, as an excellent local city commercial bank, is in fierce market competition. How to form and maintain the competitive advantage and win the competition of micro-credit market is very important for its future sustainable development. This paper takes the credit business of Jilin Branch of Jilin Bank as the research object. The external environment and internal conditions of the small and micro enterprises' credit business in Jilin Branch of Jilin Bank are deeply analyzed by using the PEST analysis method and Porter's five-force model. This paper discusses the present situation of the small and micro enterprise credit business in Jilin Branch of Jilin Bank. On this basis, it combines the opportunities and threats outside the small and micro enterprise credit business of Jilin Branch of Jilin Bank. Internal strengths and weaknesses of the SWOT analysis, the Jilin Branch of Jilin Bank, small and micro enterprise credit business differentiation strategy specific content, that is, financial products and services differentiation. Marketing differentiation and risk management differentiation, and further research and analysis of the implementation of competitive strategy, namely Jilin Bank Jilin Branch from the system and mechanism construction, marketing service level. Credit evaluation system, product innovation, team building, corporate culture and other aspects of small and micro enterprises to do a good job in the strategic development of credit business development, to create "small and micro financial services the first line" financial brand image.
【學(xué)位授予單位】：吉林財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F832.4;F276.3

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