摘要
I
品牌效应视角下传统小微企业融资可获性研究
——基于 A 小微企业的分析
中文摘要
在科技和经济都高速发展的今天，小微企业在我国社会经济上的重要作用已经得
到广泛认同。作为调节经济发展、稳定社会和谐的活跃细胞，小微企业起到了增加就
业机会、优化经济结构等作用，因此小微企业的发展也为整体经济进步做出不可忽视
的贡献。同时，小微企业自身发展过程中，资金对于企业起步运营和后续扩大再生产
的重要性越来越突出，但是由于各种因素的影响导致小微企业在发展中却仍然面临着
融资难题，所需资金不足制约了企业的发展。品牌效应对小微企业融资可获性带来的
优势是否能够帮助小微企业解决融资困境，是本文的出发点

本文中通过对于信贷融资、品牌建设相关理论和国内外研究的阐述归纳，分析品
牌建设有助小微企业经营管理、改善银企关系和获得政府扶持等方面的作用，进而得
出品牌效应有利于小微企业获得融资优势的结论。文中以 A 小微企业作为研究对象，
通过访谈、调研以及相关文件资料的整理，对该企业所采取的品牌效应提升路径的解
读和系统性分析得出，品牌效应提高了传统债务融资的审核通过率，并对新兴融资方
式下融资可获性带来了优势，以及品牌效应对融资成本有减轻效果的结论，能在现实
中给予一定的文献价值。最后本文还详述了要想改善传统小微企业融资难的现状，更
好的发挥品牌效应对融资可获性的优势作用，还需要政府、金融机构等方面共同努力，
希望能够对于有关部门和机构提供一定的参考价值

关键词：小微企业 融资可获性 品牌效应 A 小微企业
作者：田意颖
指导教师：罗正英 教授英文摘要 品牌效应视角下传统小微企业融资可获性研究
II
Analysis on the Choice of Financing Channels of
Traditional Small - and - micro - enterprises
Abstract
In the rapid development of science and technology and the economy today, small and
micro enterprises in China&39;s important role in the socio-economic has been widely
recognized. As an active cell that regulates economic development and stabilizes social
harmony, small and micro enterprises play an important role in increasing employment
opportunities and optimizing economic structure. Therefore, the development of small and
micro enterprises has made a significant contribution to the overall economic progress.
Small and medium-sized enterprises in their own development process, capital for business
start-up operations and follow-up to expand the importance of reproduction more and more
prominent, but due to various factors, small and micro enterprises in development is still
faced with financing problems, lack of funds Restricted the development of enterprises. At
the same time, due to the development of China&39;s market economy has been on the journey
of transition, the country&39;s various policies tend to encourage innovation and
entrepreneurship, emerging industry trend, while small businesses in the traditional
industry to maintain a place in this tide gradually change Difficult. At present, with the
growth of science and technology, the financial industry is more innovative, small and
micro enterprises in the traditional financing on the basis of an increase of Internet-related
emerging models, how these dazzling options for traditional small micro-enterprise
financing The optimal solution of channel selection is one of the key starting points of this
paper.
Combining theoretical knowledge and practical knowledge is the most important
characteristic of this paper. In order to make this paper as objective and accurate as
possible, a lot of research methods have been used in the research. Firstly, the literature
analysis, the research background, financing channels, The theoretical knowledge of
microenterprises and their financing difficulties is partly referred to a large number of
professional literature, and these important knowledge are systematically integrated
according to the needs of the article structure so as to facilitate readers to read. At the same品牌效应视角下传统小微企业融资可获性研究 英文摘要
III
time in order to make the article more user-friendly, and can have direct significance to the
objective practice, this paper in the theoretical study also joined the traditional small and
micro enterprises in a business case, through the interpretation of the actual situation of the
enterprise and financing Channel choice of comparative analysis, so that readers can more
in-depth understanding of research ideas, and in reality learn from learning. Finally, this
article also details how to improve the financing of small and micro enterprises, the
enterprises, governments, financial institutions, respectively, what changes should be made.
Hoping to provide some reference for the relevant departments and institutions.
Key Words：Small and micro enterprises；Financing Channel Selection；
Brand effect；Company A；
Written by: Tian Yiying
Supervised by: Luo Zhengying
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目 录
第一章 绪论 ...........1
1.1 本文的选题依据 .........1
1.1.1 研究背景...1
1.1.2 研究目的与意义...2
1.2 本文的研究特点 ..........2
1.2.1 本文的研究内容...2
1.2.2 本文的研究框架...3
1.2.3 本文的研究方法...4
1.3 本文的创新之处 ..........5
第二章 相关理论及国内外研究现状.......6
2.1 相关理论及文献回顾 ..6
2.1.1 信贷融资相关理论...........6
2.1.2 品牌建设相关理论......... 11
2.2 国内外研究现状 ........12
2.2.1 国外研究现状.....12
2.2.2 国内研究现状.....14
第三章 传统小微企业融资可获性：基于品牌效应视角.........17
3.1 传统小微企业定义及特征 ...17
3.1.1 传统小微企业的定义......17
3.1.2 传统小微企业的特征......18
3.2 传统小微企业融资困境及原因分析 ...........19
3.2.1 传统小微企业融资困境的表现.19
3.2.2 造成传统小微企业融资困境的原因分析..........20
3.3 品牌建设在小微企业经营管理中的作用 ....22
3.3.1 品牌建设增加经营效益、
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