随着近年来小微企业在经济增长、扩大就业、自主创新等方面发挥越来越重 要的作用，无论对于银行还是政府来说，小微金融的市场在逐步扩大，其支持小 微金融发展的力度也越来越大。小微企业在经济增长、扩大就业、自主创新等方 面发挥越来越重要的作用，但其融资难问题却日益凸显。同时，浙江交行为进一 步致力于小微金融支持工作，提出了批量化营销的新模式。因此，本文从小微金 融产品批量化营销角度出发，以浙江交行为研究对象，对浙江交行小微金融产品 批量化营销方案进行研究。 本文在阐述小微金融业务基础理论的基础上，简析小微金融产品批量化营销 的可行性与合理性。同时，通过成本收益分析、SWOT分析、RAROC分析，来 比较传统单户营销和批量化营销的区别，并结合浙江交行现有的小微产品营销现 状和存在的问题，得出浙江交行采取小微金融产品批量化营销方案更具有优势的 结论，并针对浙江交行小微金融产品批量化营销提出建议，（1）明确目标营销客 户；（2）制定合适的营销方案；（3）组织方案实施落地；（4）加强风险控制。结 合上述四点，希望能帮助浙江交行制定出一个适合实际情况的，具有可操作性、 可复制性的小微金融产品批量化营销方案。 本论文的完成，一方面可以充实国内商业银行对小微金融业务发展的营销方 案，另一方面为浙江交行小微金融的未来发展提供了思路与具体操作方式。 关 键 词，小微金融，批量化营销，成本收益分析，RAROC 论文类型，应用研究浙江工业大学硕士学位论文 浙江交行小微金融产品批量化营销方案研究 II RESEARCH ON BATCH MARKETING OF SMALL AND MICRO FINANCIAL PRODUCTS IN BANK OF COMMUNICATION ZHEJIANG BRANCH ABSTRACT In recent years, small and micro enterprises have been playing increasingly important role in various aspects like economic growth, employment expansion, and independent innovation thanks to their ever- expanding market shares. Meanwhile, the support to microfinance, both from banks and the government, has kept rising. However although the importance of small and micro enterprises have been well proven, they are facing a prominent dilemma in financing. As a result, Bank of Communication (Zhejiang Branch) initiates a new model for batch marketing to provide further support to the micro-finance. Therefore, this thesis is trying to make a research on marketing strategy of BOC Zhejiang Branch from the perspective of batch marketing for micro-finance. On the basis of the theory of small and micro financial business, the thesis analyzes the feasibility and rationality of batch marketing. Meanwhile, it compares between traditional single-person marketing and batch marketing, by methods of cost-efficient analysis, SWOT analysis, and RAROC analysis. Furthermore, refer to the current marketing status and existing problems of BOC Zhejiang Branch, the thesis draws the conclusion that BOC Zhejiang Branch gets more competitive by using marketing strategy on micro-finance batch marketing. And the thesis proposes as follows: (1) identify the target customer group, (2) appropriate market schemes, (3) schemes execution, (4) risk management model. Based on four points as above, BOC Zhejiang Branch is expected to develop a marketing strategy on small and micro finance that fits into actual market situation therefore is more easy to be operated and reproduced. The accomplishment of this thesis, on one hand, can supplement the marketing strategy of domestic commercial banks on the development of microfinance business, and on the other hand provides concepts and specific operation methods for the future development of BOC Zhejiang Branch on microfinance field.浙江工业大学硕士学位论文 浙江交行小微金融产品批量化营销方案研究 III KEY WORDS:Small and micro financial;Batch marketing;Cost-efficient analysis;RAROC analysis TYPE OF DISSERTATION / THESIS: Application Research浙江工业大学硕士学位论文 浙江交行小微金融产品批量化营销方案研究 IV 目 录 1 绪论 .................................................. 1 1.1 研究背景 ...................................................1 1.2 研究的目的与意义 ...........................................4 1.3 主要研究内容 ...............................................5 1.4 研究方法 ...................................................5 1.5 可能的创新点 ...............................................6 2 小微金融产品理论研究综述 .............................. 7 2.1 小微金融基本概念及特点 .....................................7 2.1.1 小微金融的界定........................................7 2.1.2 小微金融业务的特点....................................7 2.2 银行小微金融营销模式介绍 ...................................8 2.2.1 传统单户营销模式......................................8 2.2.2 批量化营销模式........................................9 2.3 成本收益分析 ...............................................9 2.4 基于 RAROC 的收益分析 ......................................10 2.4.1 RAROC 的基本概念 .....................................10 2.4.2 基于 RAROC 的收益分析作用.............................11 2.5 SWOT 分析..................................................12 2.5.1 SWOT 分析的基本概念 ..................................12 2.5.2 SWOT 分析的特点与内容 ................................12 3 浙江交行小微金融营销现状及问题 ....................... 13 3.1 浙江省小微金融基本情况概述 ................................13 3.1.1 浙江省小微金融产品介绍...............................13 3.1.2 浙江省小微金融业务发展基本情况.......................14 3.2 浙江交行小微金融产品营销现状 ..............................15 3.2.1 浙江交行小微金融业务发展基本情况.....................15 3.2.2 浙江交行小微金融产品营销现状.........................17 3.3 浙江交行小微金融产品营销中存在的问题 ......................20 3.3.1 风险收益难平衡.......................................20 3.3.2 服务效率难提升.......................................20 3.3.3 整体规模难扩大.......................................21 3.3.4 目标客户不明确.......................................21 3.3.5 资源投入较匮乏.......................................22 4 浙江交行小微金融产品批量化营销的依据 ................. 23浙江工业大学硕士学位论文 浙江交行小微金融产品批量化营销方案研究 V 4.1 基于成本收益角度的分析 ....................................23 4.1.1 成本分析.............................................23 4.1.2 收益分析.............................................24 4.1.3 基于成本收益的分析...................................25 4.2 基于 RAROC 的收益角度分析 ..................................26 4.2.1 经济利润比较分析.....................................26 4.2.2 经济利润与经营利润比较分析...........................27 4.3 基于 SWOT 环境角度分析 .....................................28 4.3.1 浙江交行小微金融产品批量化营销的 SWOT 分析............28 4.3.2 基于 SWOT 分析的浙江交行小微金融产品批量化营销必要性..30 5 浙江交行小微金融产品批量化营销方案 ................... 33 5.1 小微金融产品目标客户 ......................................33 5.1.1 寻求合适的商圈.......................................33 5.1.2 做好尽职调查.........................................34 5.1.3 挖掘客户需求.........................................35 5.2 小微金融产品设计 ..........................................36 5.2.1 开发小微金融产品.....................................36 5.2.2 完善产品流程.........................................37 5.2.3 制定优惠政策.........................................38 5.3 小微金融产品销售推广计划 ..................................39 5.3.1 拓展业务渠道.........................................39 5.3.2 加强资源倾斜.........................................40 5.3.3 完善考核体系.........................................40 5.4 小微金融产品风险控制 ......................................41 5.4.1 贷前调查.............................................42 5.4.2 贷中审批.............................................43 5.4.3 贷后监控.............................................45 结论....................................................47