本文關(guān)鍵詞： 陜西中行 中小企業(yè) 貸款營銷 營銷策略　出處：《西北大學》2013年碩士論文　論文類型：學位論文

【摘要】：中小企業(yè)作為中國經(jīng)濟的重要組成部分,在實現(xiàn)經(jīng)濟結(jié)構(gòu)調(diào)整、促進就業(yè)和推動城鎮(zhèn)化等方面起到了重要作用。但是,由于中國的中小企業(yè)缺乏原始的資本積累,一旦需要做大做強時就會面臨巨大的資金壓力,而由于中小企業(yè)自身不具備良好的資信條件,往往其資金需求很難通過銀行等正規(guī)渠道得到解決。這一局面嚴重制約了中小企業(yè)的發(fā)展,對中國未來經(jīng)濟的持續(xù)發(fā)展帶來了隱憂。目前,中國的銀行業(yè)競爭日趨激烈,中小企業(yè)貸款已經(jīng)成為了各家銀行發(fā)展的戰(zhàn)略重點。在這種背景下,本文選取銀行中小企業(yè)貸款業(yè)務(wù)營銷策略作為研究對象具有一定的現(xiàn)實意義。 本文以中國銀行陜西省分行作為研究對象,結(jié)合作者自身的工作經(jīng)驗,分析目前陜西中行在中小企業(yè)貸款業(yè)務(wù)發(fā)展過程中存在的種種問題,并且提出了解決上述問題的營銷策略,主要包括：①提出“市場規(guī)模—市場風險”評價模型作為目標市場的選擇工具,確定未來陜西中行中小企業(yè)貸款業(yè)務(wù)營銷的主要行業(yè)客戶類型；②提出客戶準入機制、業(yè)務(wù)流程、組織架構(gòu)和工作機制等方面的創(chuàng)新,全面服務(wù)中小企業(yè)；③引入市場營銷4Ps理論,從產(chǎn)品、價格、渠道和促銷四個方面提出陜西中行的營銷組合策略。 本文的研究為陜西中行的中小企業(yè)貸款業(yè)務(wù)發(fā)展提供了有效的營銷組合工具,同時對銀行同業(yè)的業(yè)務(wù)發(fā)展也具有一定的借鑒意義。
[Abstract]:As an important part of China's economy, small and medium-sized enterprises play an important role in realizing economic restructuring, promoting employment and promoting urbanization. Because the small and medium-sized enterprises in China lack the original capital accumulation, once they need to be bigger and stronger, they will face huge financial pressure, but the SMEs themselves do not have good credit conditions. Often their capital needs are difficult to solve through formal channels such as banks. This situation has seriously restricted the development of small and medium-sized enterprises and brought about hidden worries for the sustainable development of China's economy in the future. China's banking industry is becoming increasingly competitive, SME loans have become the strategic focus of the development of banks. In this context. This article chooses the bank small and medium-sized enterprise loan service marketing strategy as the research object has certain realistic significance. In this paper, the Bank of China Shaanxi Branch as the research object, combined with the author's own work experience, analysis of the current Shaanxi Bank of China in the process of SME loan business development problems. And put forward the marketing strategy to solve the above problems, mainly including "market scale-market risk" evaluation model proposed by 1 as the target market choice tool. To determine the future of Shaanxi Bank of China SME loan business marketing of the main types of industry customers; (2) bring forward the innovation of customer access mechanism, business process, organization structure and working mechanism, so as to serve small and medium-sized enterprises in an all-round way; 3Introduces the marketing 4Ps theory, puts forward the marketing combination strategy of Shaanxi Bank of China from four aspects: product, price, channel and promotion. The research in this paper provides an effective marketing combination tool for the loan business development of Bank of China in Shaanxi Province, and also has certain reference significance for the development of the bank's business.
【學位授予單位】：西北大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F832.4

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