改革开放 40 年来，民营企业作为国民经济的中坚力量，为中国经济的有序发 展提供了活力和创造力。2019 年 3 月 5 日，李克强总理在十三届全国人大二次会 议政府工作报告中指出，坚持基本经济制度，重视中小微企业发挥的作用，并着 力解决其面对的困难，通过进一步研究制定减税降费，简化工商登记手续，解决 企业用人养老社保等举措，创建合作等多项政策来缓解当前困难，促进实体经济 高质量的发展。一直以来，中小企业的发展备受关注，无论是中央还是地方均出 台较多扶持政策。特别是，近几年来，对其重视程度和扶持力度都不断加深，对 中小企业各项政策支持力度也是前所未有的。但因国内外经济形势变化，我国中 小企业当前也面临较多的困难。面对日益严峻的全球经济形势，资金方面一直是 中小企业最关键的问题，提升服务中小企业的融资质量，迫在眉睫且意义深远。 我国中小企业发展比国外起步晚较多，发展过程中遇到的问题也陆续显现出 来，但始终存在着资金需求。而商业银行受我国前期各项政策倾斜影响，始终将 大型国企、央企等作为其重点服务对象，对中小企业的融资需求不够重视。受国 内政策和经济形势影响，各家商业银行逐步将重心转移至中小企业融资的业务上 来，商业银行在营销策略调整上面需花费的精力会有所增加，务必找到适合自身 并且有一定特色和优势的营销策略，才能使自己在金融领域的业务竞争立于不败 之地。 本论文研究对象是中国邮政储蓄银行（下文简称“邮储银行”）S 市分行，研 究内容是 S 市分行中小企业贷款业务营销策略。本文从邮储银行 S 市分行中小企 业贷款营销现状为基点，结合工商管理学中的 PEST 分析法、7Ps 营销理论等知识， 对 S 市分行现阶段中小企业业务营销中使用到的产品策略、价格策略、促销策略、 渠道策略、人员策略和过程策略进行优劣势分析，再切实考虑该分行实际情况和 S 市内外部经济环境，着力突出邮储银行“普惠金融、服务小微”的战略定位提供 特色化的金融服务。最后以 7Ps 为基点，提出关于信贷产品、利率优定价、市场 渠道、促销方式、授信流程和人员队伍共 6 个维度的优化营销策略的建议。本文 认为在当前竞争激烈的金融环境下，邮储银行 S 市分行要想将中小企业贷款业务 取得跨越式发展，优化提升当前的营销策略是行之有效的。希望通过以上具体详 尽的建议能为 S 市分行中小企业业务发展和服务水平提升提供帮助。同时，本次 选题的研究成果也将为其他兄弟分行及商业银行中小企业信贷服务提供参考和指 导作用。 关键词，邮储银行；营销策略；PEST；7PsII Abstract In the past 40 years of reform and opening up, private enterprises, as the backbone of the national economy, have provided vitality and creativity for the orderly development of the Chinese economy. On March 5, 2019, Premier Li Keqiang pointed out in the government work report of the Second Session of the 13th National People's Congress that it is necessary to adhere to the basic economic system, attach importance to the role played by small and medium-sized enterprises, and focus on solving the difficulties they face, through further research. We will formulate tax reductions and fee reductions, simplify industrial and commercial registration procedures, address corporate employee pension insurance and other initiatives, and create cooperation and other policies to alleviate current difficulties and promote high-quality development of the real economy. The development of small and medium-sized enterprises has always received much attention, and both the central and local governments have introduced more supportive policies. In particular, in recent years, its emphasis and support have been deepened, and the support for SMEs' policies has never been seen before. However, due to changes in the domestic and international economic situation, China's SMEs are currently facing more difficulties. Faced with the increasingly severe global economic situation, capital has always been the most critical issue for SMEs. It is urgent and far-reaching to improve the financing quality of SMEs. The development of China's SMEs is much later than that of foreign countries. The problems encountered in the development process have also emerged, but there is always a need for funds. Commercial banks have been affected by the various policies in the early stage of China. They have always regarded large state-owned enterprises and central enterprises as their key service targets, and have paid insufficient attention to the financing needs of small and medium-sized enterprises. Affected by domestic policies and economic situation, various commercial banks gradually shifted their focus to the financing of SMEs. The energy required for commercial banks to adjust their marketing strategies will increase. It is necessary to find a suitable one and have certain characteristics and advantages. In order to make their business competition in the financial field invincible. The research object of this thesis is the S City Branch of the Postal Savings Bank of China. The research content is the marketing strategy of S City Branch lending business of S City Branch. Based on the current situation of SME loan marketing of SIII City Branch of Postal Savings Bank of China, this paper combines the PEST analysis method and 7Ps marketing theory in business management to analyze the product strategy and price used in SME business marketing at the current stage. Strategies, promotion strategies, channel strategies, personnel strategies and process strategies are analyzed for strengths and weaknesses, and then the actual situation of the branch and the external economic environment of the city are taken into account, and the strategic positioning of the “inclusive finance and service micro-service” of the Postal Saving Bank of China is emphasized. Provide differentiated financial services. Finally, based on 7Ps, the paper puts forward suggestions on optimizing marketing strategies for credit products, interest rate optimization, market channels, promotion methods, credit process and personnel team. This paper believes that in the current fiercely competitive financial environment, the S City Branch of the Postal Savings Bank of China should be able to achieve leap-forward development of the SME loan business, and optimize and upgrade the current marketing strategy. It is hoped that through the above detailed and detailed recommendations, it can help the S City Branch’s SME business development and service level improvement. At the same time, the research results of this topic will also provide reference and guidance for other brothers’ branches and commercial banks’ SME credit services. Keywords:Postal Savings Bank; Marketing Strategy; PEST; 7Ps第 1 章 引言 1 第 1 章 导言 1.1 研究背景与意义 1.1.1 研究背景 改革开放 40 年来，民营企业作为国民经济的中坚力量，为中国经济的有序发 展提供了活力和创造力。根据《中国报告大厅》发布数据，截至 2018 年 8 月 2 日， 我国中小企业规模数量占企业总数的 99%以上，其纳税金额达到企业纳税总额的 一半，且我国超八成的雇员在其提供的就业岗位上。我国并且在专利发明、申请 和技术创新等技术领域均是中小企业挑起重担，六成以上的生产总值由其创造。 国民经济在我国经济担当如此重要的角色，也是经济社会有序发展的关键导向。 一直以来，中小企业的发展备受关注，无论是中央还是地方均出台较多扶持 政策。特别是，近几年来，对其重视程度和扶持力度都不断加深。2019 年 3 月 5 日，李克强总理在十三届全国人大二次会议政府工作报告中指出，坚持基本经济 制度，重视中小微企业发挥的作用，并着力解决其面对的困难，通过进一步研究 制定减税降费，简化工商登记手续，解决企业用人养老社保等举措，创建合作等 多项政策来缓解当前困难，促进实体经济高质量的发展。 与此同时，我国中小企业面临比以往更多的困难，主要体现在，一是贯穿国 内外市场需求可知，外需乏力，内需不足，市场下行压力剧增，企业订单不足， 中小微企业利润微薄，尤其劳动密集型企业困难凸显；二是从技术创新来看，受 生产规模和资金实力的限制，技术先进性和研发水平较为落后；三是从员工结构 来看，因管理体制及薪酬水平等影响，缺乏优秀专业人才及管理人员，并且很多 企业面临一线员工的流失和缺少专业培训等问题；四是从融资方式来看，缺少足 值抵押物或相应的条件从而无法获得资金需求；尽管困难有多方面的表现，但通 过深入分析可以发现，其核心困难还是体现在对资金的需求上。面对日益严峻的 全球经济形势，资金方面一直是中小企业最关键的问题，提升服务中小企业的融 资质量，迫在眉睫且意义深远。 2007 年 3 月 20 日，依据国务院的总体安排，邮政管理系统改革拉开序幕，中 国邮政储蓄银行（下文简称“邮储银行”）作为一家大型国有银行开始进入新的篇章。 与其他商业银行相比，邮政储蓄银