1 分类号， F832.39 学校代码，10697 密 级，公开 学 号，201732267 硕士专业学位论文 Dissertation for the Professional Degree of Master G 小额贷款公司营销策略研究 学科名称，工商管理 专业学位类别，工商管理硕士 作者，黄显舒 指导老师，齐捧虎 西北大学学位评定委员会 二○一九年西北大学学位论文知识产权声明书 本人完全了解西北大学关于收集、保存、使用学位论文的规定。学校 有权保留并向国家有关部门或机构送交论文的复印件和电子版。本人允许 论文被查阅和借阅。本人授权西北大学可以将本学位论文的全部或部分内 容编入有关数据库进行检索，可以采用影印、缩印或扫 等复制手段保存 和汇编本学位论文。同时授权中国科学技术信息研究所等机构将本学位论 文收录到《中国学位论文全文数据库》或其它相关数据库。 保密论文待解密后适用本声明。 学位论文作者签名， 指导教师签名， 2019 年 5 月 26 日 2019 年 5 月 26 日 --------------------------------------------------------- 西北大学学位论文独创性声明 本人声明，所呈交的学位论文是本人在导师指导下进行的研究工作及 取得的研究成果。据我所知，除了文中特别加以标注和致谢的地方外，本 论文不包含其他人已经发表或撰写过的研究成果，也不包含为获得西北大 学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对 本研究所做的任何贡献均已在论文中作了明确的说明并表示谢意。 学位论文作者签名， 2019 年 5 月 26 日摘要 I 摘要 2005 年以来的政策引导，经济的快速发展和中小企业、小微企业以及个体工商户的 活跃，为小额贷款公司 供了发展基础和发展空间。但小额贷款行业仍受经营风险大、 法律定义不清晰等不利因素的制肘，在西部地区发展缓慢。现如今银行放宽贷款条件， 严重挤压了小额贷款公司的业务市场，加之同行业竞争激烈，部分小额贷款公司已经停 业或关闭，因此，小额贷款公司应找准自身定位，确定一个切实可行的营销策略，实现 竞争环境下的可持续发展。 本文以 G 小额贷款公司为例，对企业外部的宏观环境、行业环境、竞争对手进行分 析，对企业内部的优势劣势进行分析，再将分析所得的优劣势、机会与威胁综合分析形 成营销组合策略；对 G 小额贷款公司进行 STP 分析，并结合 4Ps、4Rs 分析形成该公司 市场营销策略；接着 出与营销策略相对应的保障措施；最后作出总结和对未来的展望。 首先公司应充分利用机会和自身优势，重点发展需求量大、资金分散的个人贷款业务， 通过信誉及服务赢得稳定的客户资源；其次，积极拓展反馈较好的租金贷业务。最后通 过文化、组织、人力资源、技术等方面的措施，来保障以上环节营销策略的顺利实施。 各个环节相互作用，保持良好的业务增长水平，不断加强风险控制能力，最终获得企业 的成长。 关键词，小额贷款公司，市场定位，营销策略西北大学硕士学位论文 II ABSTRACT The policy guidance since 2005, the rapid development of the economy and the active activities of small and medium-sized enterprises, small and micro enterprises and individual industrial and commercial households have provided a development foundation and development space for microfinance companies.However, the microfinance industry is still constrained by unfavorable factors such as high operating risks and unclear legal definitions, and it is developing slowly in the western region.Nowadays, banks have relaxed their loan conditions, which has severely squeezed the business market of microfinance companies. In addition, the competition in the same industry is fierce. Some microfinance companies have closed down or closed down. Therefore, microfinance companies should identify their own positions and determine a practical A viable marketing strategy to achieve sustainable development in a competitive environment. This paper takes G microfinance company as an example to analyze the macro environment, industry environment and competitors outside the enterprise, analyze the advantages and disadvantages within the enterprise, and then analyze the advantages and disadvantages, opportunities and threats to form a marketing mix. Strategy; STP analysis of G microfinance company, combined with 4Ps, 4Rs analysis to form the company's marketing strategy; then proposed security measures corresponding to the marketing strategy; finally make a summary and outlook for the future.First, the company should make full use of opportunities and its own advantages, focus on developing personal loan business with large demand and scattered funds, and win stable customer resources through reputation and service. Secondly, actively expand the rental loan business with good feedback, and the industry of marketing shareholders. The upstream and downstream small and micro enterprises implement different marketing methods for different products.Finally, through the measures of culture, organization, human resources, technology, etc., to ensure the smooth implementation of the above marketing strategy.Each link interacts, maintains a good level of business growth, continuously strengthens risk control capabilities, and ultimately gains growth. Keywords: microfinance company, market positioning, marketing strategy摘要 III 目 录 摘要...................................................................................................................................I ABSTRACT.......................................................................................................................II 目 录.................................................................................................................................III 第一章 绪论.......................................................................................................................1 1.1 选题背景及意义.......................................................................................................1 1.2 研究对象及解决的问题...........................................................................................3 1.3 研究方法...................................................................................................................3 1.4 研究思路及框架.......................................................................................................4 1.4.1 研究思路............................................................................................................4 1.4.2 研究框架............................................................................................................4 第二章 相关理论基础.......................................................................................................7 2.1 基本概念...................................................................................................................7 2.1.1 市场营销............................................................................................................7 2.1.2 营销策略............................................................................................................7 2.2 营销相关理论...........................................................................................................8 2.2.1 4Ps......................................................................................................................8 2.2.2 4Rs..................................................................................................................... 8 2.2.3 STP 分析............................................................................................................9 2.3 营销分析工具...........................................................................................................9 2.3.1 PEST 分析法.....................................................................................................9 2.3.2 SWOT 分析法.................................................................................................10 2.3.3 五力分析..........................................................................................................11 第三章 G 小额贷款公司内外部营销环境分析.............................................................13 3.1 公司简介................................................................................................................13 3.1.1 发展概况..........................................................................................................13 3.1.2 组织结构..........................................................................................................14 3.1.3 员工结构..........................................................................................................14西北大学硕士学位论文 IV 3.1.4 产品介绍..........................................................................................................15 3.2 外部环境分析.........................................................................................................17 3.2.1 一般环境分析..................................................................................................17 3.2.2 行业环境分析..................................................................................................20 3.2.3 竞争对手分析..................................................................................................25 3.3 内部环境分析.........................................................................................................26 3.3.1 资源分析.........................................................................................................26 3.3.2 能力分析.........................................................................................................27 3.3.3 信誉分析.........................................................................................................30 3.4 SWOT 组合分析....................................................................................................31 3.4.1 外部机会与威胁..............................................................................................31 3.4.2 内部优势与劣势..............................................................................................32 3.4.3 SWOT 组合分析.............................................................................................33 第四章 G 小额贷款公司营销方案设计.........................................................................35 4.1 STP 分析.................................................................................................................35 4.1.1 市场细分..........................................................................................................35 4.1.2 目标市场选择..................................................................................................36 4.1.3 市场定位..........................................................................................................39 4.2 营销方案................................................................................................................39 4.2.1 产品策略..........................................................................................................40 4.2.2 价格策略..........................................................................................................41 4.2.3 渠道策略..........................................................................................................41 4.2.4 促销策略..........................................................................................................42 第五章 G 小额贷款公司市场营销策略实施与保障的措施.........................................43 5.1 文化保障.................................................................................................................43 5.2 人才保障.................................................................................................................43 5.3 管理保障.................................................................................................................44 5.4 技术保障.................................................................................................................46 第六章 结论与展望.........................................................................................................47 6.1 主要结论.................................................................................................................47摘要 V 6.2 局限性及进一步工作.............................................................................................47