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论文作者（签名）：
指导教师确认（签名）：
2022年 5月 16日
2022年 5月 16日
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2022年 5月 16日
2022年 5月 16日

摘要
近年来，小微企业的顺速发展为我国经济发展、带动就业、科技创新等方面做出
了不可磨灭的贡献，同时受制于小微企业自身的特点，企业的发展壮大受困于融资难、
融资贵的世界性难题。为了解决小微企业的后顾之忧， 2015年以来，我国普惠金融政
策不断完善、相关法律法规更加清晰，明确的传达出我国对于支持小微企业发展的重
要部署。普惠金融业务是商业银行百年难遇的转型机遇，也是未来占据市场的重要发
力点。建设银行及时响应国家政策、承担社会责任、创新贷款产品，各项普惠贷款应
运而生。建设银行普惠贷款采取了全流程线上受理模式，缩短了小微企业的融资周期，
是解决小微企业融资问题的有效工具。但是受制于传统观念及银行的传统信贷模式，
小微企业对建设银行的普惠贷款产品不了解。如何推动普惠贷款的营销变得十分紧要。
为解决这一问题，2019年 10月，建设银行在原有的“建行惠懂你”APP基础上，上线了
“惠助你”和“惠点通”系统，辅助“建行惠懂你”APP提升普惠贷款发放效率。
建行东岗路支行作为国有大型商业银行的区域型综合支行，公私业务均可办理。
员工年龄结构偏大，新事物接受能力较差，自普惠贷款业务开展以来，发展缓慢，近
两个考核年度贷款余额完成率，全年计划完成率均在综合型支行落后行列，阻碍了支
行综合效益的提升。本文通过对建行东岗路支行普惠贷款现状进行分析，提出东岗路
支行在普惠贷款业务中存在同质化严重、营销渠道单一、促销策略较为落后、批量获
客渠道建设落后等问题。针对这些问题，进而利用 STP理论对普惠贷款的市场细分、
市场定位及市场目标进行分析，从而制定出如何优化升级普惠贷款的产品、价格、渠
道及促销四方面的营销策略，并提出在提升重视度、完善内部机制、严格执行风险管
理制度及加强营销渠道管理等方面有效的保障措施，从而实现建行东岗路支行普惠贷
款业务的高质量发展，提升支行效益及贡献度。
关键词：普惠贷款；营销策略；STP理论；4P理论
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Abstract
In recent years, the rapid development of small and micro enterprises has made indelible
contributions to China's economic development, employment promotion, scientific and
technological innovation, etc. At the same time, due to the characteristics of small and micro
enterprises, the development and growth of enterprises are trapped in the worldwide problems
of difficult and expensive financing. In order to solve the worries of small and micro
enterprises, since 2015, China's inclusive finance policy has been continuously improved, and
relevant laws and regulations have become clearer, clearly conveying China's important
deployment to support the development of small and micro enterprises. Inclusive finance
business is a once-in-a-century transformation opportunity for commercial banks, and it is
also an important force to occupy the market in the future. China Construction Bank
responded to national policies in a timely manner, assumed social responsibilities and
innovated loan products, and various inclusive loans came into being. China Construction
Bank's inclusive loan adopts the online acceptance mode of the whole process, which shortens
the financing cycle of small and micro enterprises and is an effective tool to solve the
financing problems of small and micro enterprises. However, limited by traditional ideas and
traditional credit models of banks, small and micro enterprises do not know the inclusive loan
products of CCB. How to promote the marketing of inclusive loans becomes very important.
In order to solve this problem, in October 2019, the Construction Bank on the original "CCB
Hui Dong Ni" app, on the line, "Hui Zhu Ni" and "Hui Dian Tong" system, assist "CCB Hui
Dong Ni " app improved Pleura loan distribution efficiency.
As a regional comprehensive branch of a large state-owned commercial bank, CCB
Dongganglu Branch can handle both public and private business. The age structure of the staff
is older, and their ability to accept new things is poor. Since the launch of the inclusive loan
business, the development has been slow, and the completion rate of the loan balance in the
last two assessment years and the completion rate of the annual plan have lagged behind in
the comprehensive sub-branches, which has hindered the improvement of the comprehensive
benefits of the sub-branches. Based on the analysis of the present situation of inclusive loans
of CCB Dongganglu Branch, this thseis points out that there are some problems in inclusive
loans of CCB Dongganglu Branch, such as serious homogenization, single marketing channel,
backward promotion strategy, backward construction of batch customer acquisition channels
and so on. In view of these problems, the STP theory is used to analyze the market
II
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