改革开放以来中国经济发展举世瞩目，小微企业是中国经济发展中不可忽视的重要 力量，近年来宏观经济下行压力巨大，中国经济进入新常态，小微企业生存面临严峻的 挑战，中央密集出台多项举措，旨在解决小微企业融资难、融资贵的问题。从商业银行 自身发展角度来看，小微信贷业务较高的息差为商业银行发展提供支撑。在同业竞争加 剧的大环境下如何优化小微金融服务策略，提升业务竞争力成为商业银行研究的重要课 题。 文章从小微企业融资难融资贵原因分析入手，回顾民生银行小微业务发展的历程， 可以看出小微业务作为民生银行业务重要战略板块，发展关系到整个民生银行市场影响 力。本文运用问卷调查的方法，对一线小微从业人员进行调研，梳理出民生银行郑州分 行小微业务的现状，通过业务现状的总结得出目前民生银行郑州分行小微业务存在的主 要问题有小微市场竞争加剧，存量优质客户流失严重；新获客困难；业务模式主要依靠 传统的人工模式，自动化程度低，成本较高，业务效率低下；担保方式主要为抵押，产 品单一，缺乏竞争力。 基于上述的分析，文章对于民生银行郑州分行小微金融服务策略的设计中主要抓住 四个关键点，即：通过主动降息，做好客户综合开发，设计多种还款方式防止客户流失； 借鉴新兴的互联网助贷模式和联合贷款模式，解决当下小微获客难的问题；利用大数据 技术做好流程管理，打通与多平台的合作，提升小微业务效率；通过对线下与线上两种 模式的分析，结合民生银行目前的业务现状，为达到风控效果与风控成本的平衡，实现 利润最大化，通过数据建模最终测算出临界值，为不同金额的小微业务采用何用模式开 展提供现实指导意义。 关键词：民生银行，小微金融，服务策略 ii Abstract SinceChina'sreformandopeningupChina'seconomicdevelopmenthasattracted worldwideattention,thesmallmicroenterpriseisanimportantforceintheChina'seconomic developmentcannotbeneglected,macro-economicdownwardpressureinrecentyears, China'seconomyentersthenewnormal,smallmicroenterprisesurvivalfacesasevere challenge,theintensivemeasures,aimedatresolvingthesmallmicroenterprisefinancing difficulties,financingyourproblem.FromtheperspectiveofcommercialBanks'own development,thehighinterestmarginofsmallandmicrocreditbusinessprovidessupportfor thedevelopmentofcommercialBanks.Howtooptimizethestrategyofsmallandmicro financialservicesandimprovethebusinesscompetitivenessinthecontextofintensified industrycompetitionhasbecomeanimportanttopicforcommercialBankstostudy. Startingwiththeanalysisofthereasonswhyitisdifficultforsmallandmicroenterprises toobtainfinancingandexpensivetoobtainfinancing,thispaperreviewsthedevelopment processofMINshengBank'ssmallandmicrobusinesses.Itcanbeseenthatasanimportant strategicsegmentofMinshengBank'sbusiness,thedevelopmentofsmallandmicro businessesisrelatedtothemarketinfluenceofthewholeMinshengBank.Inthispaper,a questionnairesurveywasconductedonfrontlinesmallandmicroemployeestosortoutthe currentsituationofminshengBank'ssmallandmicrobusinessesinZhengzhouBranch.Based onthesummaryofthecurrentbusinesssituation,themainproblemsofminshengBank's smallandmicrobusinessesinZhengzhouBranchincludeintensifiedcompetitioninthesmall andmicromarketandseriouslossofhigh-qualityexistingcustomers.Difficultyinacquiring newcustomers;Thebusinessmodelmainlyreliesonthetraditionalmanualmodel,withlow automationdegree,highcostandlowbusinessefficiency.Theguaranteemethodismainly mortgage,singleproductandlackofcompetitiveness. Basedontheaboveanalysis,thepapermainlyfocusesonfourkeypointsinthedesignof thesmallandmicrofinancialservicestrategyofMinshengBankZhengzhouBranch.Theyare asfollows:1.DrawlessonsfromtheemergingInternetloanmodelandjointloanmodelto solvethecurrentsmallcustomerdifficulties;Makegooduseofbigdatatechnologyfor processmanagement,breakthroughthecooperationwithmultipleplatforms,andimprovethe iii efficiencyofsmallandmicrobusinesses;Basedontheanalysisoftheofflineandonline modesandcombinedwiththecurrentbusinesssituationofMinshengBank,thecriticalvalue isfinallymeasuredthroughdatamodelingtoachievethebalancebetweentheriskcontrol effectandtheriskcontrolcostandrealizethemaximumprofit,providingpracticalguidance forthedevelopmentofsmallandmicrobusinesseswithdifferentamountsofmoney. Keywords:MinshengBank,smallandmicrofinance,servicestrategy iv 目录 第一章绪论.............................................................................................................................1 1.1研究背景.....................................................................................................................1 1.2选题来源.....................................................................................................................1 1.3研究目的与意义.........................................................................................................2 1.3.1研究的目的.......................................................................................................2 1.3.2研究的理论意义...............................................................................................2 1.3.3实际应用价值...................................................................................................2 1.4国内外研究综述.........................................................................................................3 1.4.1国外研究现状...................................................................................................3 1.4.2国内研究现状...................................................................................................3 1.4.3文献综述...........................................................................................................5 1.5主要研究内容.............................................................................................................5 1.5.1拟解决的关键技术...........................................................................................5 1.5.2研究方法...........................................................................................................6 1.5.3技术路线图.......................................................................................................6 第二章相关理论依据.............................................................................................................8 2.1信息不对称理论.........................................................................................................8 2.2信贷配给理论.............................................................................................................8 2.3企业金融生命周期理论.............................................................................................9 2.4国际通用小微贷款模式分析...................................................................................11 2.4.1德国模式：IPC模式.....................................................................................11 2.4.2美国FICO模式.............................................................................................12 第三章民生银行郑州分行小微业务现状及存在的主要问题...........................................13 3.1小微企业融资难融资贵的宏观形势分析...............................................................13 3.1.1小微企业融资难与贵的原因分析.................................................................13 3.1.2小微企业融资难、融资贵形势缓解.............................................................13 3.2民生银行小微十年发展历程回顾...........................................................................15 3.2.1小微1.0时代..................................................................................................15 3.2.2小微2.0时代..................................................................................................15 3.3.3小微3.0时代..................................................................................................16 3.3.4小微业务整体贡献分析.................................................................................16 3.3民生银行小微业务现状分析...................................................................................18 3.3.1民生银行小微业务流程.................................................................................18 3.3.2问卷调查分析.................................................................................................19 v 3.4民生银行小微业务发