摘要
创新是发展的驱动力，随着我国科技引领战略的大力实施，科技型中小企业如雨
后春笋，蓬勃发展，但科技型中小企业存在规模经济小和研发不确定的特性，导致融
资渠道狭小、资金链脱节，严重制约了企业的可持续发展。为此我国政府充分利用科
技金融方式联合商业银行、大型企业等运用金融创新模式为科技型中小企业服务，为
科技型中小企业搭建平台。但这些并不能完全满足科技型中小企业的需求，不少金融
公司为科技型中小企业提供小额贷款服务抢占市场，对缓解科技型中小企业资金短缺
并促进其可持续发展具有重要作用

本文在翻阅国内外研究文献的基础之上，深入了解小额贷款的发展过程并结合科
技金融体系背景；结合经济结构转型和升级的局面下，分析小额贷款公司存在的营销
问题，采取优化措施进行改善极为必要。因此本文在小额贷款公司中选取杭州市 A 小
额贷款公司为例，针对 A 小额贷款公司业务发展现状进行分析，以期通过有效的营销
措施改善 A小额贷款公司的问题，推动 A小额贷款公司的良性发展

通过分析 A 小额贷款公司存在经营环境，重点分析其政策环境、经济环境、客户
以及市场竞争对手，挖掘 A 小额贷款公司营销管理中存在的问题：产品同质化，缺少
创新；客户需求把握不准，难以定位；团队整体素质不高，流动性大；营销渠道和资
源整合不充分。最后针对性的提出改善策略：创新小额信贷产品，实行差异化竞争；
明确市场定位，实施精准营销；优化人才结构，提高团队整体素质；充分整合内外部
资源，拓宽营销渠道

关键词： 科技金融；小额贷款；营销II
ABSTRACT
Innovation is the driving force of development, with the development of science and
technology leading strategy vigorously implement, science and technology enterprises have
mushroomed, booming development, but the research and development of science and
technology enterprises are in a small scale economy and uncertain characteristics, cause the
financing channel is narrow, the chasm between capital chain, seriously restricting the
sustainable development of the enterprise. Therefore our government make full use of science
and technology united commercial bank financial way, such as a large enterprise with the
model of financial innovation service for science and technology enterprises, builds the
platform for science and technology enterprises. But these cannot fully meet the needs of
science and technology enterprises, many financial firms provide microfinance services
preempted market for science and technology enterprises, science and technology enterprises
to alleviating the shortage of funds and promote its sustainable development plays an
important role.
In this paper, on the basis of reading literatures at home and abroad, in-depth
understanding of the process of development of microfinance and combined with background
of the financial system of science and technology; Combining with the economic structure
transformation and upgrade of situation analysis the marketing problems of small loan
companies, optimization measures to improve is very necessary. So this article selected in
microfinance company of hangzhou city as an example, A company for A small loan business
development present situation analysis, in order to through effective marketing measures to
improve the small loan company&39;s problems, to promote healthy development of small loan
companies.III
Through the analysis of small loan companies operating environment, analyzed the
policy environment, economic environment, customers and the market competition, digging
A small loan company marketing management problems: product homogeneity, lack of
innovation; Customer needs to grasp, difficult to locate; The team overall quality is not high,
liquidity; Marketing channels and insufficient resources integration. Finally proposes specific
marketing strategies: innovation microfinance products, implement differentiation
competition; Clear market positioning, the implementation of precision marketing;
Optimization of talent structure, improve the quality of the team as a whole; Full integration
of internal and external resources, broaden the marketing channel.
Key Words: Financial Science and Technology; Microfinance; MarketingIV
目 录
摘要.........I
ABSTRACT...........II
目 录.......IV
1导 论.........1
1.1选题背景...1
1.2研究意义...2
1.2.1理论意义....2
1.2.2实践意义....2
1.3研究的内容与研究方法...3
1.3.1研究内容....3
1.3.2研究方法....3
1.4研究的创新之处...4
2相关理论基础......5
2.1小额贷款和小额贷款公司...........5
2.1.1小额贷款的概念....5
2.1.2小额贷款公司概述6
2.1.3我国小额贷款公司的发展状况....6
2.2科技金融基础理论...........7
2.2.1科技金融的概念....7
2.2.2科技金融体系........8
2.3 小额贷款对科技型中小型企业的必要性分析...8
3 A小额贷款公司现状及营销存在问题...........10V
3.1 A小额贷款公司简介....10
3.2 A小额贷款的经营环境10
3.2.1政策环境分析......10
3.2.2经济环境分析......12
3.2.3客户分析..12
3.2.4市场竞争对手分析..........13
3.3A小额贷款公司访谈.....14
3.3.1访谈目的..14
3.3.2访谈方式...........
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