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MBA毕业论文_HB商业银行小微企业贷款业务营销策略研究DOC

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小微企业在我国的经济发展中起着重要的作用,推动着国家的经济增长,近些 年国家在小微企业融资方面重视度也很高,政策上也在大力支持小微企业。但小微 企业的“融资难、融资贵、融资成本过高”依然是小微企业不能长期稳定发展的绊 脚石。并且我国金融业利率的市场化,使银行业竞争加剧,利润最大化成了银行的 最终目标,所以营销小微企业已成为银行业发展的重要工作。近些年 HB 商业银行 从自身特点出发,突出对小微企业的金融扶持力度,并获得了“全国小微企业金融 服务先进单位”称号。但在时代不断更新的环境下营销能力还是欠缺。并且 HB 商 业银行的营销方式单一、营销团队体制不健全、风险把控体系差致使产品不突出等 现状严重制约着发展,影响着规模。为化解这些问题对 HB 商业银行营销策略通过 文献分析法、理论结合实际法、一手资料分析法进行研究分析,并采用 SWOT 分析 法进行优劣势分析,运用 4P 理论、STP 理论结合 HB 商业银行的实际情况对小微企 业贷款市场营销开拓进行策略设计——加强信用类产品的优化和推广;加强便捷产 品的创新;合理运用网络渠道、营业网点、政府平台、营销人员进行宣传;客户细 分后体现定价差异的优势;增加广告促销、人员促销、活动促销以提升客户对 HB 商业银行的品牌认可。并通过加大小微企业贷款业务的重视度、完善内部管理机制、 完善风险管理制度、精心策划营销宣传方案等以实现银行业发展与小微企业发展共 赢。 关键词 小微企业;营销;SWOT 分析法;4P 理论;STP 理论III Abstract Small and micro enterprises have played an important role in China's economic development , boosting the whole country's economic growth. In the last few years, the country has also paid attention to the financing of small and micro enterprises and strongly supports small and micro enterprises at the policy level. However, the problems including “financing difficulties, costly to obtain financing and high financing costs” of small and micro enterprises are still obstacles to steady and long-term development of small and micro enterprises. In addition, the banking interest rates marketization of China's financial industry has heightened competition in the banking industry, which leads to the result that profit maximization has become the ultimate goal of banks, therefore, small and micro enterprises marketing has turned into an important task in the development of the banking system. Recently, based on its own characteristics, HB commercial bank has increased financial support for small and micro enterprises, and won the title of “National Advanced Unit of Small and Micro Enterprise Financial Services”. Despite this, the marketing capabilities of small and micro enterprises are still insufficient under the background of constantly updated environment. At the same time, problems like single marketing mode, imperfect marketing system and poor risk control leading to no outstanding products of HB commercial bank have seriously restricted development and affected scale of small and micro enterprises. In order to solve these problems mentioned, literature analysis, combination of theory with practice and first-hand data analysis method were both used to study and analyze the marketing strategy of HB commercial bank. In the meanwhile, this article also uses SWOT analysis method to analyze strengths and weakness, and uses 4P theory, STP theory combined with the actual situation of HB commercial bank to conduct strategic design for small and micro enterprise loan marketing development ---------to strengthen the optimization and promotion of credit products; to strengthen the innovation of convenient products; to use network channels, bank outlets, government platforms, marketing personnel for publicity rationally; to reflect advantages of pricing after customer segmentation; to increase advertising campaign, personnel promotion, and event promotion for the sake of improving customer brand recognition of HB commercial bank. This paper aims to achieve a simultaneous progress in the development of the banking industry and the development of small and micro enterprises by means of increasing theIV emphasis on small and micro enterprise loan business, improving internal management mechanisms, perfecting risk management systems, elaborately planning marketing and publicity programs and other measures. Key words small and micro enterprises;marketing;SWOT analysis method;4P theory; STP theoryV 目 录 摘要I AbstractIII 第 1 章 绪 论 1 1.1 选题的研究背景及意义 ......................................................................................... 1 1.1.1 选题背景 .......................................................................................................... 1 1.1.2 研究的意义 ...................................................................................................... 2 1.2 国内外研究现状及文献综述 ................................................................................. 3 1.2.1 小微企业贷款营销困难的原因 ...................................................................... 3 1.2.2 银行贷款营销理论 .......................................................................................... 4 1.3 研究方法及研究内容 ............................................................................................. 4 1.3.1 研究方法及技术路径图 .................................................................................. 4 1.3.2 研究内容 .......................................................................................................... 5 第 2 章 银行贷款营销相关理论 7 2.1 小微企业概念及特点 ............................................................................................. 7 2.1.1 小微企业的概念及认定标准 .......................................................................... 7 2.1.2 小微企业的特点 .............................................................................................. 8 2.2 小微企业贷款营销相关理论 ................................................................................. 9 2.2.1 STP 理论 .......................................................................................................... 9 2.2.2 营销管理的 4P 理论........................................................................................ 9 2.3 本章小结 ............................................................................................................... 10 第 3 章 HB 商业银行小微贷款现状及问题 11 3.1 HB 商业银行概述 ................................................................................................ 11 3.2 HB 商业银行小微贷款业务现状 ........................................................................ 11 3.2.1 小微贷款业务发展现状 ................................................................................ 11 3.2.2 现行营销理念及策略 .................................................................................... 13 3.3 HB 商业银行小微贷款业务存在的问题 ............................................................ 13 3.3.1 营销方式单一 ................................................................................................ 13 3.3.2 营销团队体制不健全 .................................................................................... 14 3.3.3 风险把控体系差致使产品不突出 ................................................................ 14 3.4 本章小结 ............................................................................................................... 15 第 4 章 HB 商业银行小微贷款营销策略设计 17VI 4.1 HB 商业银行的内外部环境分析 ........................................................................ 17 4.1.1 外部环境分析 ................................................................................................ 17 4.1.2 内部环境分析 ................................................................................................ 19 4.2 HB 商业银行小微贷款营销 STP 分析................................................................ 20 4.2.1 市场细分 ........................................................................................................ 21 4.2.2 目标市场的选择 ............................................................................................ 22 4.2.3 市场定位 ........................................................................................................ 23 4.3 HB 商业银行小微贷款营销策略设计 ................................................................ 25 4.3.1 产品策略 ........................................................................................................ 25 4.3.2 渠道策略 ........................................................................................................ 29 4.3.3 价格策略 ........................................................................................................ 30 4.3.4 促销策略 ........................................................................................................ 31 4.4 本章小结 ............................................................................................................... 32 第 5 章 HB 商业银行小微贷款营销策略的实施保障 33 5.1 要加大小微企业贷款业务的重视度 ................................................................... 33 5.2 完善内部管理机制 ............................................................................................... 33 5.3 完善风险管理制度 ............................................................................................... 34 5.4 精心策划营销宣传方案 ....................................................................................... 35 5.5 本章小结 ............................................................................................................... 36 结 论37 附 录39 附录 A........................................................................................................................ 39