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由于小微企业自身规模小，产出少，以前并未得到各大银行的关注。随着小微企
业在地方经济建设，人民就业，社会稳定等方面起着越来越重要的角色，我国各大金
融机构从无到有的逐渐开始重视小微企业的金融服务，不断的探索对小微企业的营销
手段，来解决小微企业的金融需求，同时也为银行创造更丰厚的经济效益。如今，随
着国家的经济建设飞速发展，市场经济地位进一步的巩固，小微企业在社会和经济的
发展中，其贡献越来越被人们认可。也可以说，正是由于我国市场经济的变革和迅猛
发展，小微企业发展对于国民经济的影响越来越大。目前，各金融机构对小微企业营
销已经不再采用传统单一的营销策略，而是形成一套服务和营销为一体的新型的营销
方式
近年西方国家的经济形势低迷，全球经济增长乏力，导致我国曾经依靠的外需型
经济模式无法继续保持高速增长。目前我国外向型经济模式正在经历转型期的镇痛
这些外向型、低科技含量的小微企业则受到较大冲击。而随着我国互联网技术的高速
发展，使得消费者的购物习惯被互联网经济所改变，网上购物已经相当普及，线上销
售量屡创新高。因为内需市场还在逐年上升，互联网经济对于寡头企业造成影响并不
大，在一定程度上，互联网经济更加促进了寡头企业的发展。相比之下，以批发零售
业为代表的小型企业、微型企业受的冲击更大。而 2016 年初中央经济会议提出的“去
产能、去库存、去杠杆”等一系列经济新常态下的政策方针，受到冲击的还有该政策
涉及的相关行业的上下游小微企业
近年来，我国小微企业的发展较快，但在发展的同时，上述的很多发展问题也逐
渐显露出来，国家政策以及经济环境使小微企业的发展增加新的不稳定因素。银行如
何在经济增长放缓的大环境下，提供更适合小微企业日常运营所需的融资贷款产品，
这是银行小微金融业务需要探讨的问题。本文以 MS 银行西安分行对小微企业金融市
场营销为主线，并立足的我国金融行业的基本国情，对目前营销的市场环境进行了深
入的剖析，并针对金融机构市场营销面临的问题和挑战，提出可行性的解决措施。在
研究中，所接触到的小微企业有一定的局限性，后续可对更多不同寒夜的小微企业进西安电子科技大学硕士学位论文
II
行更深层次的调研。希望通过本文的撰写，为其他金融机构对小微企业信贷服务的市
场营销提供一定的借鉴作用
关 键 词：融资贷款， 市场营销， 小微企业， 现状分析， 优化策略， 解决措施ABSTRACT
III
ABSTRACT
Small and micro enterprises play a very important role in China’s economic development.
The development and survival of small and micro enterprises not only effects the
development of market economy in our country but also direct impacts on low-income
people live and work in peace and contentment. Therefore, how small and micro
enterprises in economic development to play a more active role by the service of a bank
loan, how to avoid financing problems during their development, this is the main problem
in current research.
Small and micro enterprises because of their small scale, less output, banks have not been
concerned their needs years before. With the country more support to the small and micro
enterprises, the financial institutions gradually increased the products and services to small
and micro enterprises to promote the small and micro enterprises rapid development. At the
same time, it also creates more economic benefits for banks. Today, marketization is deeper
and deeper in China’s economic, more and more people are recognized small and micro
enterprises is important in the national economy. In that way, the development of small and
micro enterprises is growing fast due to the rapid development of China&39;s market economy.
At present, the financial institutions for small and micro enterprise marketing is no longer a
traditional single marketing strategy, but the formation of a set of services as one of the
new marketing methods.
In recent years, the U.S. economy continues to slump, the debt crisis in Europe is still
shrouded in haze. Weak global economic growth results our export business can not grow
as fast as before. At present, the foreign oriented economy model is undergoing a transition
period. These small and micro enterprises export-oriented and low technology content are
subject to greater impact. More and more consumers are more inclined to network
consumption. Internet economy caused little impact for oligarch enterprises, and the most
serious impact is small and micro enterprises which are competitive. In early 2016, the
central economic conference put forward to go to the production capacity inventory
deleveraging and a series of economic policies and policies under the new normal,
resulting in small and micro enterprises in the upstream and downstream industries
received a serious impact.西安电子科技大学硕士学位论文
IV
In decades, a lot of problems are gradually revealed as China&39;s small and micro enterprises
are growing fast. In that case, small and micro enterprises increase new unstable factors to
their development by the national policy and economic environment. How to support the
small and micro enterprises to still keep growing in the harsh environment, how to solve
the financing needs or loan problems of small and micro enterprises and maintain the
stability of small and micro enterprises. These problems should be discussed and solved. In
this thesis, I make the MS Bank Xi&39;an branch for small and micro financial marketing
enterprises as the main line to research some ideas or solutions for bank to launch projects
of small and micro enterprises loan business under the basic situation of China&39;s financial
industry and based on the current marketing environment. During the research, we faced
on limited number of small and micro enterprises, in the future, we will research on more
small and micro enterprises in different industries. It is hoped that this paper can provide
some reference and guidance for some financial institutions.
Keywords: Loan, Marketing, Small and micro enterprises, Current situation analysis,
Optimization strategy, Solution插图索引
V
插图索引
图 1.1 研究思路及步骤 6
图 3.1 MS 银行西安分行小微金融部架构图.21
图 3.2 2012-2015 年度小微企业贷款余额 单位：（亿元） ..22
图 3.3 2015 年度小微贷款所占贷款比例 单位：（亿元）....22
图 3.4 2015 年各种类商业银行用于小微企业的贷款情况....30
图 3.5 四大国有商业银行 2011-2014 年小微企业贷款情况 .31
图 4.1 小微企业经营状况分布情况...37
图 4.2 小微企业与去年销量相比结果分布情况........37
图 4.3 小微企业对自身未来发展态度分布情况........38
图 4.4 小微企业认为经济形势对经营状况影响程度分布情况.........39
图 4.5 小微企业认为影响未来发展因素分布情况....40
图 4.6 曾申请过贷款但近期不需要贷款的原因分布41
图 4.7 个体工商户优先选择融资渠道的选择情况....42
图 4.8 私营企业优先选择融资渠道的选择情况........42
图 4.9 受调查各行业不同性质小微企业融资金额分布情况.43
图 4.10 私营企业优先选择特定融资渠道的原因的分布情况.44
图 4.11 私营企业中优先选择亲戚朋友融资的原因的分布情况.........44
图 4.12 个体工商户中优先选择特定融资的原因的分布情况.45
图 4.13 个体工商户中优先选择亲戚朋友融资的原因的分布情况.....45
图 4.14 小微企业贷款现状分布情况...46
图 4.15 小微企业申请过银行贷款但未通过的原因分布情况.47
图 4.16 选择在银行贷款的原因分布情况 .......48
图 4.17 小微企业贷款银行分布情况...
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