A行大连分行小微企业信贷业务营销策略研究
Research on marketing Strategy of Credit business for small and micro
Enterprises of Dalian Branch of Bank A
Abstract
The competition in the credit business market of small and micro enterprises in Dalian is
white hot. All commercial banks actively highlight their credit business advantages in the
process of marketing activities to better grasp the target customers. During the marketing of
small and micro enterprise credit business of Dalian Branch of bank A, the marketing means are
relatively single, and the homogenization of marketing strategy is obvious, which can not form
a differentiated competitive advantage with competitors, which has a certain negative impact
on the sustainable and scientific development of small and micro enterprise credit business.
On the basis of reading the relevant theories of credit business marketing of small and
micro enterprises at home and abroad, firstly, this thesis objectively describes the current
situation of credit business marketing strategy of small and micro enterprises of bank A Dalian
Branch, and finds that the credit business of small and micro enterprises has an obvious impact
on the operation and development of bank A Dalian Branch, and the total market demand for
credit business of small and micro enterprises has increased, Credit business will be an
important financial business of Dalian Branch of bank A in the future, and the market
competition will be very fierce; Secondly, using the questionnaire survey method, this thesis
analyzes the problems existing in the credit business marketing of small and micro enterprises
in Dalian Branch of bank A, such as single product structure, weak attraction of pricing
mechanism, limited offline marketing channels, low influence of promotional activities, poor
satisfaction with service marketing, etc; Finally, it puts forward the specific marketing
strategies for the credit business of small and micro enterprises of bank A Dalian Branch,
including actively enriching the business structure, forming differential pricing mechanism,
coordinating online and offline channels, building a scientific promotion system, realizing fine
shaping of the process, giving full play to the initiative of employees and strengthening the
tangible display strategy in an all-round way. Combined with marketing strategies, this thesis
also put forward business process guarantee, risk control guarantee, human resources guarantee
and other measures to comprehensively improve the marketing level of credit business of small
and micro enterprises in Dalian Branch of bank A, and provide help for the continuous progress
and development of credit business of small and micro enterprises.
Based on the increasing optimization and adjustment of the credit business marketing
system of small and micro enterprises of bank A Dalian Branch, other credit and financial
- II -

大连理工大学专业学位硕士学位论文
businesses of bank A Dalian branch can also optimize and adjust the marketing system from
multiple angles in combination with the marketing strategy proposed in this thesis, so as to
concentrate advantageous resources and develop the target market, Therefore, this study can
also provide some experience for other financial business marketing of bank A Dalian Branch,
which is of practical significance for the operation and development of bank A Dalian Branch.
Key Words：Small and micro enterprises; Credit operations; Marketing strategy;
Service marketing
- III -

A行大连分行小微企业信贷业务营销策略研究
目录
摘 要.....................................................................................................................................I
Abstract ......................................................................................................................................II
1 绪论...................................................................................................................................... 1
1.1 研究背景及意义 ..................................................................................................... 1
1.1.1 研究背景........................................................................................................ 1
1.1.2 研究意义........................................................................................................ 2
1.2 国内外研究现状 ..................................................................................................... 3
1.2.1 国外研究现状................................................................................................ 3
1.2.2 国内研究现状................................................................................................ 4
1.2.3 研究评述........................................................................................................ 6
1.3 研究内容及方法 ..................................................................................................... 7
1.3.1 研究内容........................................................................................................ 7
1.3.2 研究方法........................................................................................................ 8
2 概念综述及理论基础.......................................................................................................... 9
2.1 研究概念 ................................................................................................................. 9
2.1.1 小微企业........................................................................................................ 9
2.1.2 小微企业信贷业务...................................................................................... 10
2.2 理论基础 ............................................................................................................... 10
2.2.1 STP理论...................................................................................................... 10
2.2.2 7Ps营销理论............................................................................................... 12
3 A行大连分行小微企业信贷业务营销现状.................................................................... 14
3.1 A行大连分行简介................................................................................................ 14
3.2 A行大连分行小微企业信贷业务发展情况........................................................ 15
3.2.1 信贷业务总体情况...................................................................................... 15
3.2.2 信贷业务投放规模...................................................................................... 15
3.2.3 信贷业务投放结构...................................................................................... 16
3.3 A行大连分行小微企业信贷业务营销现状........................................................ 17
3.3.1 产品策略...................................................................................................... 17
3.3.2 定价策略...................................................................................................... 18
3.3.3 渠道策略...................................................................................................... 18
3.3.4 促销策略...................................................................................................... 18
- IV -
。。。以下略