小微企业是国民经济体系的重要组成部分，是推动经济发展、促进社会稳定 的基础力量，小微企业的发展在保证国民经济健康增长、缓解就业压力、优化经 济结构等方面发挥着重要作用。在基层县域地区，小微企业更是作为最主要的市 场主体，其生存状况决定着县域经济发展的质量和水平。因生存周期短、经营管 理不规范、融资担保方式有限、银企之间信息不对称等内部因素制约，加上银行 金融支持的主动性不足、金融机构产品和服务不到位等导致小微企业面临融资困 难的境遇。 邮储银行 LS 支行作为县域金融的重要参与者，认真贯彻落实政府工作要求， 坚持服务“三农”、城乡居民和中小企业的定位，坚持服务实体经济。近两年小 微企业贷款规模以 10%的增速水平稳步上升，逐步打造邮储独具特色的小微金融 服务口碑。为缓解小微企业融资难、融资贵问题贡献其应有力量，力争为广大小 微企业提供更加优质的产品和服务，实现与中小微企业的共同发展。 本文通过文献研究法和问卷调查研究法，查阅国内外有关小微企业贷款现状 以及银行贷款营销策略的文献，同时学习并了解小微企业融资现状、相关营销理 论和银行信贷营销策略。文章从邮储银行机构、LS 支行小微企业贷款和贷款营 销现状对邮储银行 LS 支行小微企业的贷款现状进行阐述。通过对 LS 县域金融 环境、地方金融机构概况和当地小微企业贷款的调研，进而对邮储银行 LS 支行 的营销环境进行分析。借助 SWOT 和 4V 营销理论对 LS 支行小微企业贷款业务 上存在的问题进行深入分析。从而提出通过营销策略差异化、拓宽营销渠道、丰 富产品附加价值、提升综合服务功能、增强客户共鸣等措施来实现营销策略优化， 最后通过完善风险应对措施、优化考核激励机制、推进风控文化建设和争取适当 贷款审批权来保障优化策略的实行。希望本文能为基层商业银行立足当地支持小 微企业发展，提供些许借鉴和参考。 关键词：邮储银行；小微企业贷款；SWOT 分析；4V 营销策略Abstract Small and micro enterprises (SMEs) are an important part of national economic system. They are the basic force for promoting economic development and social stability. The development of SMEs plays an irreplaceable role in ensuring the healthy growth of the national economy, alleviating employment pressure, and optimizing the economic structure. In county region, SMEs as the most important market subject, their own living conditions determine the level and quality of county economic development. SMEs are restricted by such factors as short life cycle, non-standard operation and management, limited financing guarantee methods, information asymmetry between Banks and enterprises, lack of initiative in financial support of Banks, and inadequate products and services of financial institutions, which lead to financing difficulties. As an important participant in county finance, the LS branch of Postal Savings Bank of China earnestly implements the requirements of the government, adheres to the positioning of serving "agriculture, rural areas and farmers", urban and rural residents and small and medium-sized enterprises, and adheres to the service of the real economy. In the past two years, the loan scale of SMEs has been rising steadily at a growth rate of 10%, and the LS branch has gradually built a unique reputation of small and micro financial services. LS branch makes due contribution to alleviate the financing difficulty and expensive problem of SMEs, and strives to provide more high-quality products and services for SMEs, so as to realize the common development with small and micro enterprises. Through literature research and questionnaire survey, this paper reviews domestic and foreign literature on the current situation of loans for SMEs and the marketing strategies of bank loans, to understand the financing status of SMEs, relevant marketing theories and bank credit marketing strategies. At the same time, from the perspective of postal savings bank institutions, SMEs loans and loan marketing status of LS branch, this paper expounds the loan status of SMEs of LS branch. With the help of SWOT analysis and 4V marketing theory, this paper makes an in-depth analysis of the problems existing in the loan of small and micro enterprises in LS branch. Thus proposes to optimize the loan marketing strategy of SMEs in LS branch by means of locating the differentiated development, broadening the marketing channels, digging the added value of products, improving the comprehensive service function of institutions, and enhancing customer resonance. At the same time, the implementation of the optimization strategy is guaranteed by improving the risk response measures, optimizing the assessment and incentive mechanism, promoting the construction of risk controlculture and obtaining the approval right of some loans. This paper can provide some reference for the local commercial banks to support the development of SMEs. Keywords：Postal Savings Bank of China; Load of SMEs; SWOT; 4V目 录 第 1 章 引言........................................................1 1.1 研究背景及意义.................................................................................................1 1.1.1 选题背景 ......................................................................................................1 1.1.2 选题意义 ......................................................................................................2 1.2 国内外研究现状.................................................................................................2 1.2.1 中小企业融资现状 ......................................................................................2 1.2.2 相关营销理论概述 ......................................................................................4 1.2.3 银行信贷营销策略 ......................................................................................5 1.3 研究方法及内容.................................................................................................7 1.3.1 研究方法 ......................................................................................................7 1.3.2 研究内容 ......................................................................................................7 第 2 章 邮储银行 LS 支行小微企业贷款业务现状.........................9 2.1 邮政储蓄银行介绍.............................................................................................9 2.1.1 中国邮政储蓄银行的定位及发展 ..............................................................9 2.1.2 邮储银行 LS 支行介绍................................................................................9 2.2 邮储银行 LS 支行小微企业贷款营销现状介绍 ............................................10 2.2.1 贷款对象及条件 ........................................................................................10 2.2.2 贷款产品 ....................................................................................................11 2.2.3 客户状况 ....................................................................................................13 2.2.4 营销政策 ....................................................................................................14 2.2.5 营销模式 ....................................................................................................14 2.3 本章小结...........................................................................................................15 第 3 章 邮储银行 LS 支行小微企业贷款营销环境分析....................16 3.1 LS 县域经济概况 ..............................................................................................16 3.2 LS 地区金融机构概况 ......................................................................................16 3.3 LS 地区小微企业贷款现状调研分析 ..............................................................17 3.3.1 小微企业发展情况 ....................................................................................18 3.3.2 LS 地区小微企业贷款现状........................................................................21 3.4 本章小结...........................................................................................................27 第 4 章 邮储银行 LS 支行小微企业贷款营销存在的问题..................28 4.1 邮储银行 LS 支行小微企业贷款营销 SWOT 分析.......................................284.1.1 优势分析 ....................................................................................................28 4.1.2 劣势分析 ....................................................................................................29 4.1.3 机遇分析 ....................................................................................................31 4.1.4 威胁分析 ....................................................................................................32 4.2 邮储银行 LS 支行小微企业贷款营销 4V 分析 .............................................36 4.2.1 差异化营销不足 ........................................................................................36 4.2.2 弹性化功能缺失 ........................................................................................37 4.2.3 产品附加价值低 ........................................................................................37 4.2.4 共鸣性供给薄弱 ........................................................................................38 4.3 本章小结...........................................................................................................38 第 5 章 邮储银行 LS 支行小微企业贷款营销策略优化....................39 5.1 营销策略差异化...............................................................................................39 5.1.1 产品差异化 ................................................................................................39 5.1.2 授信政策差异化 ........................................................................................39 5.1.3 品牌形象差异化 ........................................................................................40 5.1.4 定价策略差异化 ........................................................................................40 5.1.5 机构建设差异化 ........................................................................................41 5.2 拓宽营销渠道...................................................................................................41 5.3 丰富产品附加价值...........................................................................................43 5.4 提升综合服务功能...........................................................................................43 5.5 增强客户共鸣...................................................................................................44 5.6 本章小结...........................................................................................................45 第 6 章 邮储银行 LS 支行小微企业贷款营销策略优化的保障 ..............46 6.1 完善风险应对措施...........................................................................................46 6.2 优化考核激励机制...........................................................................................46 6.3 推进风控文化建设...........................................................................................47 6.4 争取适当贷款审批权限...................................................................................47 6.5 本章小结...........................................................................................................48 结论...............................................................49 致谢...............................................................50