首页 > 资料专栏 > 保险 > 保险公司 > 民生人寿 > MBA论文_民生银行深圳分行小微贷款产品营销策略研究

MBA论文_民生银行深圳分行小微贷款产品营销策略研究

资料大小:2767KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2023/3/23(发布于天津)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
MBA学位论文
作者:
民生银行深圳分行小微贷款产品营销策略研究
民生银行深圳分行小微贷款产品营销策略研究
中文摘要
近几年来,小微企业“融资难”“融资贵”这个问题一直困扰着中小企业,
这个话题也是社会热点和老百姓持续关注的问题,银行作为一个企业,除了要关
注自身的企业利润和经营风险,也要肩负一定的社会责任,因此银行在根据自身
实际经营的情况下,也在一直探索小微业务的发展。随着经济下行,以及新冠疫
情出现,小微企业的经营情况日趋恶化,资金链紧张,融资难成为其摆脱经营困
难的一大问题,针对这种现象,政府这几年出台了不少扶持小微企业的政策,并
且给五大国有商业银行下达小微贷款指标,国有银行对待小微贷款从原来的不重
视,到现在大力度投入小微贷款业务,随着国有银行加入小微贷款市场的争夺,
小微市场的竞争日趋激烈,除了传统的中小股份制银行、城市商业银行,还有大
的国有银行也在争夺这一市场份额。因此在产品同质化的情况下,民生银行深圳
分行需根据自身实际情况,制定完善的小微产品营销策略,从而保持在深圳地区
小微市场的领先地位。
论文以民生银行深圳分行作为研究对象,以7P营销理论,STP市场定位,
客户价值理论,竞争战略理论为依据,采用文献研究法、数据分析法和访谈法,
对民生银行深圳分行小微贷款产品营销现状进行诊断和分析,得出深圳分行在小
微产品营销中存在客户结构单一、过度依赖线下审批,缺乏线上审批,贷款利率
过高等问题。论文运用PEST工具分析当前宏观环境,通过宏观经济、行业、竞
争对手及内外部环境分析帮助民生银行深圳分行在复杂多变的市场中发掘优势
与核心竞争力,并利用SWOT分析法分析民生银行深圳分行小微贷款产品的优势、
劣势、机会和威胁。在此基础上,运用STP营销理论,并围绕7Ps服务营销理论
制定出一套适合深圳分行小微贷款产品的市场营销策略,包括完善产品策略,制
定合理定价策略,拓展渠道建设策略,强化营销推广策略,加强员工管理策略,
提高过程管理策略和发挥有形展示策略等七个方面。最后,通过提出建立组织保
障,流程保障,激励保障,人才保障等措施,保障小微贷款产品营销策略的实施,
实现深圳分行小微贷款产品在竞争激烈的市场环境下,保持市场领先地位。
论文所提出的民生银行深圳分行小微贷款产品市场营销策略研究方案对深
圳分行在小微贷款的市场营销和业绩提升有着积极的作用,论文分析和解决问题
I

MBA学位论文
作者:
民生银行深圳分行小微贷款产品营销策略研究
的思路与方法可以供其他股份制商业银行在小微贷款方面的营销作参考,也为后
续从事小微贷款产品营销的同行提供理论依据。
关键词:民生银行深圳分行;小微贷款产品;营销策略
II

MBA学位论文
作者:
民生银行深圳分行小微贷款产品营销策略研究
Research on Marketing Strategy of Small and
Micro Loan of China Minsheng Bank,Shenzhen Branch
Abstract
In recent years, the problems of "difficult financing" and "expensive financing"
of small and micro enterprises have perplexed small and medium-sized enterprises.
This topic is also a hot topic in society and the ongoing concern of the people. As an
enterprise, banks should pay attention to their corporate profits and business risks and
shoulder specific social responsibilities. Therefore, under the condition of their actual
operation, It has also been exploring the development of small and micro-businesses.
Small and micro businesses are becoming worse and worse as the economy is down
and COVID-19 is emerging. The financing chain is tight, and financing difficulties
become a significant problem for eliminating the difficulties. Because of this
phenomenon, the government has recently introduced many policies to support small
and micro businesses and has issued small and microloan indicators to five central
commercial banks. Since state-owned banks did not pay attention to small and
microloans, they have invested heavily in small and microloan businesses. With the
state-owned banks joining the competition in the small and microloan market, the
competition in the small and micro markets is becoming increasingly fierce. In
addition to the traditional small and medium-sized joint-stock banks and urban
commercial banks, large state-owned banks also compete for this market share.
Therefore, in the case of product homogenization, the Minsheng Bank Shenzhen
branch needs to formulate a perfect marketing strategy for small and micro products
according to its actual situation to maintain its leading position in the small and micro
market in Shenzhen.
Taking Minsheng Bank Shenzhen Branch as the research object, based on 7P
marketing theory, STP market positioning theory, customer value theory and
competitive strategy theory, this paper uses literature research method, data analysis
method and interview method to diagnose and analyze the current situation of
micro-credit products marketing in Minsheng Bank Shenzhen Branch, and concludes
that there are some problems in the marketing of micro-credit products in Shenzhen
III
。。。以下略