本文關(guān)鍵詞：F農(nóng)商銀行小微企業(yè)信貸營(yíng)銷(xiāo)策略研究　出處：《湖北工業(yè)大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 小微企業(yè) 信貸營(yíng)銷(xiāo) 4P STP

【摘要】：面對(duì)我國(guó)經(jīng)濟(jì)下行的壓力,作為國(guó)民經(jīng)濟(jì)中重要組成部分的小微企業(yè),貸款風(fēng)險(xiǎn)不斷攀升,存在巨大的融資困境,難以實(shí)現(xiàn)可持續(xù)的經(jīng)營(yíng)發(fā)展。商業(yè)銀行如何有效開(kāi)展小微企業(yè)信貸業(yè)務(wù)、促進(jìn)小微企業(yè)良好發(fā)展成為一個(gè)重要的研究課題。本文以F農(nóng)商銀行為研究對(duì)象,分五個(gè)步驟研究了其營(yíng)銷(xiāo)優(yōu)化問(wèn)題。首先,通過(guò)國(guó)內(nèi)外文獻(xiàn)綜述,掌握了小微企業(yè)信貸營(yíng)銷(xiāo)的研究?jī)?nèi)容和結(jié)論。其次,基于小微企業(yè)信貸的特征構(gòu)建了營(yíng)銷(xiāo)策略分析的理論基礎(chǔ)。再次,基于F農(nóng)商銀行的內(nèi)部環(huán)境和小微企業(yè)信貸營(yíng)銷(xiāo)現(xiàn)狀,從產(chǎn)品、價(jià)格、渠道和促銷(xiāo)四個(gè)方面歸納營(yíng)銷(xiāo)問(wèn)題。然后,基于外部環(huán)境分析和SWOT分析確定了F農(nóng)商銀行小微企業(yè)信貸營(yíng)銷(xiāo)的戰(zhàn)略方向。然后利用STP分析設(shè)定了F農(nóng)商銀行的目標(biāo)市場(chǎng)。最后,圍繞目標(biāo)市場(chǎng)及其定位,從產(chǎn)品、價(jià)格、渠道和促銷(xiāo)四個(gè)方面構(gòu)建了F農(nóng)商銀行的營(yíng)銷(xiāo)優(yōu)化策略。在綜合運(yùn)用文獻(xiàn)綜述、調(diào)查研究和模型分析等方法后,得到以下主要結(jié)論:(1)F商業(yè)銀行的小微企業(yè)信貸營(yíng)銷(xiāo)的問(wèn)題體現(xiàn)在,產(chǎn)品仍以傳統(tǒng)資產(chǎn)業(yè)務(wù)為主,運(yùn)用產(chǎn)品較為單一;價(jià)格缺乏自主性和靈活性;渠道主要還是依靠物理有形網(wǎng)點(diǎn),非物理網(wǎng)點(diǎn)營(yíng)銷(xiāo)的功能薄弱;促銷(xiāo)投入少,缺乏方式組合,未體現(xiàn)整體效果。產(chǎn)生的原因在于小微企業(yè)信貸成本高;審批流程復(fù)雜且周期長(zhǎng);現(xiàn)有考核機(jī)制不能形成有效激勵(lì);以及營(yíng)銷(xiāo)團(tuán)隊(duì)的風(fēng)險(xiǎn)顧慮等。(2)F商業(yè)銀行開(kāi)展小微企業(yè)信貸的優(yōu)勢(shì)在于良好的客戶基礎(chǔ),有強(qiáng)烈的銀行服務(wù)營(yíng)銷(xiāo)意識(shí),和嚴(yán)格的信貸風(fēng)險(xiǎn)管理;劣勢(shì)在于缺乏完善的營(yíng)銷(xiāo)渠道,缺乏有效考核評(píng)價(jià)激勵(lì),和欠缺小微信貸人員專業(yè)能力。雖然面臨新金融機(jī)構(gòu)沖擊和客戶環(huán)境惡化,但宏觀環(huán)境的基本面良好,且互聯(lián)網(wǎng)金融推動(dòng)小微業(yè)務(wù)發(fā)展,在小微企業(yè)信貸營(yíng)銷(xiāo)市場(chǎng)上采取SO發(fā)展戰(zhàn)略。(3)F商業(yè)銀行小微企業(yè)信貸的市場(chǎng)細(xì)分主要考慮企業(yè)規(guī)模、行業(yè)類型和企業(yè)生命周期,其目標(biāo)市場(chǎng)集中在信用等級(jí)的規(guī)模適中企業(yè);聚焦于區(qū)域重點(diǎn)發(fā)展的特色產(chǎn)業(yè)鏈企業(yè);重點(diǎn)服務(wù)成長(zhǎng)期和成熟期的小微企業(yè)。結(jié)合F農(nóng)商銀行的市場(chǎng)定位,小微企業(yè)信貸的市場(chǎng)定位表現(xiàn)為以商圈和工業(yè)園區(qū)為代表的專業(yè)市場(chǎng)特色,以及圍繞當(dāng)?shù)靥厣r(nóng)資源和業(yè)務(wù)結(jié)構(gòu)的三農(nóng)特色。(4)F商業(yè)銀行小微企業(yè)信貸營(yíng)銷(xiāo)的優(yōu)化在產(chǎn)品方面?zhèn)戎禺a(chǎn)品創(chuàng)新和差異化產(chǎn)品組合;價(jià)格方面建立分產(chǎn)品、部門(mén)、客戶為核算機(jī)制的差異化定價(jià)體系;渠道方面立足營(yíng)業(yè)廳開(kāi)展陣地營(yíng)銷(xiāo),立足營(yíng)業(yè)廳,開(kāi)展陣地營(yíng)銷(xiāo),開(kāi)展供應(yīng)鏈的上、下游進(jìn)行營(yíng)銷(xiāo),通過(guò)客戶轉(zhuǎn)介精準(zhǔn)營(yíng)銷(xiāo),完善非物理無(wú)形分銷(xiāo)渠道;促銷(xiāo)方面應(yīng)采用多樣的促銷(xiāo)手段,并在促銷(xiāo)中突顯差異化。在實(shí)施過(guò)程中,注重通過(guò)機(jī)制創(chuàng)新保障產(chǎn)品設(shè)計(jì)的多元化和定價(jià)的靈活性;通過(guò)培養(yǎng)專業(yè)營(yíng)銷(xiāo)團(tuán)隊(duì)拓展?fàn)I銷(xiāo)渠道;加強(qiáng)風(fēng)險(xiǎn)控制管理促進(jìn)信貸營(yíng)銷(xiāo)的穩(wěn)定性。本文的創(chuàng)新表現(xiàn)在歸納總結(jié)了小微企業(yè)信貸的市場(chǎng)特征,以此為基礎(chǔ)構(gòu)建了一個(gè)從外部環(huán)境到目標(biāo)市場(chǎng)定位的小微企業(yè)信貸營(yíng)銷(xiāo)的4P分析框架;借助這個(gè)框架具體分析了F農(nóng)商銀行的營(yíng)銷(xiāo)問(wèn)題,清晰、全面的提出了F農(nóng)商銀行的營(yíng)銷(xiāo)優(yōu)化策略。
[Abstract]:In the face of China's economic downward pressure, as Small and micro businesses an important part in the national economy, the loan risk is rising, there are enormous difficulties of financing, it is difficult to achieve sustainable business development of commercial banks. How to effectively carry out Small and micro businesses credit business, promote the sound development of Small and micro businesses has become an important research topic in this paper. F rural commercial bank as the research object, is divided into five steps of the marketing optimization problems. Firstly, through literature review, grasp the Small and micro businesses credit marketing research contents and conclusions. Secondly, the characteristics of Small and micro businesses credit establishes the theoretical basis of marketing strategy based on the analysis. Thirdly, the credit marketing situation, F rural commercial bank's internal environment and Small and micro businesses based on the product, price, channel and promotion four aspects summarized marketing problems. Then, analyze the external environment analysis and SWOT based on the F rural commercial bank Small and micro businesses credit marketing strategic direction. Then using the STP analysis set F rural commercial bank's target market. Finally, around the target market and positioning, from product, price, channel and promotion four aspects of building marketing optimization strategy of F rural commercial bank. Based on the comprehensive literature review, investigation and model after analysis, the main conclusions are as follows: (1) the F commercial bank Small and micro businesses credit marketing problems embodied in products, is still dominated by traditional business assets, the use of the product price is relatively single; the lack of autonomy and flexibility; channels mainly rely on physical outlets, non physical network marketing function is weak; promotion of little investment, lack of combination, does not reflect the overall effect. The reason is that the cost of credit Small and micro businesses; approval process complicated and long cycle; the existing assessment mechanism can not form an effective incentive; And the marketing team risk. (2) F commercial banks to carry out credit Small and micro businesses has the advantage of good customer base, have a strong sense of service and marketing of bank credit risk management, and strict; the disadvantage is the lack of perfect marketing channels, the lack of effective assessment and incentive, lack of professional personnel of small and micro credit although. Facing the impact of new financial institutions and customers the deterioration of the environment, but the fundamentals of the macroeconomic environment is good, and the Internet finance promotes the development of small and micro businesses, Small and micro businesses in the market take the credit marketing strategy for the development of SO. (3) F commercial bank Small and micro businesses credit market segmentation mainly considers firm size, industry type and the enterprise life cycle, the target market focus on the credit rating of the moderate scale enterprises; characteristic industry chain enterprises focus on key areas of development; Small and micro businesses focus on service during the period of growth and maturity. With the market positioning of F rural commercial bank, market positioning Small and micro businesses credit performance for the professional market characteristics in business and Industrial Park as the representative, and around the local rural resources and business structure of the rural characteristics. (4) F commercial bank Small and micro businesses credit marketing optimization focus on product innovation and the differences in the products product portfolio; price of products, pricing department, customer system difference accounting mechanism; channel based business hall to carry out marketing positions, based on the business hall, carry out the position of marketing, carry out supply chain, downstream marketing through customer referrals, precision marketing, improve the non intangible physical distribution channel; promotion we should adopt various means of promotion, and highlight the promotion differentiation. In the implementation process, pay attention to protect the diverse product design through the mechanism of innovation and flexibility of pricing by; The cultivation of professional marketing team to expand marketing channels; strengthen risk control management to promote the stability of credit marketing. The innovation performance of the market characteristics of Small and micro businesses credit on summing up, based on which the one from the external environment to the target market positioning of small and micro enterprises credit marketing 4P analysis framework with the specific framework; analysis of the marketing problems, F rural commercial bank is clear, comprehensive put forward marketing optimization strategy of F rural commercial bank.

【學(xué)位授予單位】：湖北工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.4

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