發(fā)布時(shí)間：2018-09-11 07:19

【摘要】：在各項(xiàng)存款保持快速增長(zhǎng)的情況下，加強(qiáng)信貸投入是提高銀行資金運(yùn)用效率和經(jīng)營(yíng)效益的最佳選擇，如何確定營(yíng)銷策略，有效開展中小企業(yè)信貸市場(chǎng)營(yíng)銷是我國(guó)國(guó)有商業(yè)銀行面臨的重要課題。本文有針對(duì)性地設(shè)計(jì)工行湘潭分行中小企業(yè)信貸業(yè)務(wù)市場(chǎng)營(yíng)銷策略，通過發(fā)掘中小企業(yè)客戶需求，優(yōu)化市場(chǎng)價(jià)值鏈條，打造商業(yè)銀行的核心競(jìng)爭(zhēng)力。 本文擬運(yùn)用市場(chǎng)營(yíng)銷相關(guān)理論，采用理論與實(shí)證相結(jié)合的分析方法，深入分析工行湘潭分行中小企業(yè)信貸業(yè)務(wù)市場(chǎng)營(yíng)銷策略現(xiàn)狀以及存在的問題。在此基礎(chǔ)上，運(yùn)用PEST分析法對(duì)工行湘潭分行中小企業(yè)信貸營(yíng)銷的外部環(huán)境、競(jìng)爭(zhēng)環(huán)境以及微觀環(huán)境作了分析，提出了包括營(yíng)銷理念、營(yíng)銷目標(biāo)和營(yíng)銷組織管理方面的設(shè)計(jì)，同時(shí)將運(yùn)用STP分析和4Ps營(yíng)銷組合策略，提出適合工行湘潭分行中小企業(yè)信貸業(yè)務(wù)營(yíng)銷的策略選擇，最后從風(fēng)險(xiǎn)預(yù)警、人力資源和信息系統(tǒng)三個(gè)方面制定策略實(shí)施的配套保障措施。 本文嘗試提出新的有關(guān)中小企業(yè)信貸產(chǎn)品設(shè)計(jì)與營(yíng)銷的可行方案，對(duì)銀行中小企業(yè)信貸產(chǎn)品營(yíng)銷下作能夠改變以往行政為主，脫離市場(chǎng)的主觀經(jīng)營(yíng)行為，以點(diǎn)帶面，對(duì)銀行的經(jīng)營(yíng)進(jìn)行科學(xué)化的方向性探索，，進(jìn)而實(shí)現(xiàn)銀行自身的更大增值和社會(huì)總體福利的增加。
[Abstract]:Under the condition that each deposit keeps increasing rapidly, strengthening credit investment is the best choice to improve the efficiency of the bank's capital utilization and operation benefit, how to determine the marketing strategy, It is an important task for state-owned commercial banks to carry out credit marketing effectively. This paper aims to design the marketing strategy of credit business of small and medium-sized enterprises in Xiangtan Branch of ICBC. By exploring the customer demand of small and medium-sized enterprises, optimizing the market value chain and building the core competitiveness of commercial banks. This paper intends to use the theory of marketing and the combination of theory and empirical analysis method, in-depth analysis of ICBC Xiangtan Branch of small and medium-sized enterprises credit business marketing strategy status and existing problems. On this basis, the paper analyzes the external environment, competition environment and micro environment of credit marketing of small and medium-sized enterprises in Xiangtan Branch of ICBC by using PEST analysis method, and puts forward the design of marketing concept, marketing target and marketing organization management. At the same time, it will use STP analysis and 4Ps marketing combination strategy to put forward the strategy choice suitable for the small and medium-sized enterprise credit business marketing of Xiangtan Branch of ICBC. Finally, from the risk early warning, Three aspects of human resources and information systems to formulate policy implementation of supporting safeguards. This paper tries to put forward a new feasible scheme about the design and marketing of credit products for small and medium-sized enterprises. In order to realize the increase of the bank's own value and the overall welfare of the society, the scientific directionality of the bank's management is explored.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.4;F276.3

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