专业学位硕士学位论文
中国银行 Z 分行小微信贷业务营销策略研究
Research on Marketing Strategy of Small And Micro Enterprises
Credit Business Of Bank Of China Z Branch
作 者 姓 名： 吴柏桥
学科、 专业： 工商管理硕士
学 号： 41711449
指 导 教 师： 李永刚
完 成 日 期： 2022.5.28
大连理工大学
Dalian University of Technology
大连理工大学学位论文独创性声明
作者郑重声明：所呈交的学位论文，是本人在导师的指导下进行研究
工作所取得的成果。尽我所知，除文中已经注明引用内容和致谢的地方外，
本论文不包含其他个人或集体已经发表的研究成果，也不包含其他已申请
学位或其他用途使用过的成果。与我一同工作的同志对本研究所做的贡献
均已在论文中做了明确的说明并表示了谢意。
若有不实之处，本人愿意承担相关法律责任。
学位论文题目：中国银行Z 分行小微信贷业务营销策略研究
作 者 签 名 ： 日期：2022 年 5 月 28 日
大连理工大学专业学位硕士学位论文
摘 要
自 2016 年 1 月 15 国务院印发《推进普惠金融发展规划（2016—2020年）》的通知
以来，我国普惠金融进入了快速发展时期。在这一时期，我国普惠小微贷款始终保持着
较高的增长速度，并不断加大惠泽大众的深度与广度。小微企业作为普惠金融中的重要
组成部分，越来越受到各界的关注。随着移动互联网、大数据分析、云计算为代表的新
一代信息技术被越来越多的金融机构运用，使金融业信贷产品的设计与营销策略发生了
巨大变化。2020年金融街论坛上，中国人民银行、中国银保监会提出了银行信贷业务数
字化转型以及发展数字金融的建议，鼓励发展新型互联网金融和互联网银行。在这样的
背景下，如何利用自身资源，借助互联网金融的优势发展为小微企业提供优质的信贷服
务以应对未来金融市场竞争已成为商业银行亟待解决的重要问题。
论文以中国银行 Z 分行小微信贷业务作为研究对象。通过对其 2019-2021 年小微信
贷业务发展情况进行梳理分析,研究其利用互联网技术改进其营销策略，进而改变其小
微信贷业务发展落后现状的可能性。论文首先对国内外小微信贷业务相关研究进行梳理，
概述小微信贷业务营销策略制定的理论依据。其次，论文通过介绍析中国银行 Z 分行小
微信贷业务营销策略现状，归纳总结出中国银行 Z 分行小微信贷业务现有营销策略存在
的四个主要问题：产品局限性大、产品定价缺乏弹性、产品营销渠道窄以及产品传播针
对性不足。最后，论文从中国银行 Z 分行小微信贷产品优化设计、改进贷款利率定价机
制、扩大批量获客渠道和改善促销模式四个方面进行营销策略优化，帮助中国银行Z 分
行小微信贷业务得到进一步发展。
论文结合中国银行 Z 分行现行小微信贷业务营销策略，分析其小微信贷业务营销中
遇到的问题以及问题产生的原因，以此为中国银行Z 分行小微信贷业务提供改进思路。
关键词：商业银行；小微企业信贷业务；市场细分；目标市场；营销策略
- I - 中国银行 Z 分行小微信贷业务营销策略研究
Research on Marketing Strategy of Small and Micro Enterprises Credit
Business of Bank of China Z Branch
Abstract
Since January 15, 2016, when The State Council issued the notice of Promoting the
Development Plan of Inclusive Finance (2016-2020), Inclusive finance in China has entered a
period of rapid development. In this period, China;s inclusive small and micro loans have
always maintained a high growth rate, and continue to increase the depth and breadth of
benefits to the public. Small and micro enterprises as an important part of inclusive finance,
more and more attention from all walks of life. With the new generation of information
technology represented by mobile Internet, big data analysis and cloud computing being
applied by more and more financial institutions, the design and marketing strategies of financial
credit products have undergone great changes. At the financial Street Forum 2020, the People;s
Bank of China and the China Banking and Insurance Regulatory Commission put forward
suggestions on the digital transformation of bank credit business and the development of digital
finance, encouraging the development of new Internet finance and Internet banking. In this
context, how to use their own resources and the advantages of Internet finance to develop
high-quality credit services for small and micro enterprises to cope with the future competition
in the financial market has become an important issue to be urgently solved by commercial
banks.
This thesis takes the small and micro credit business of BANK of China Z Branch as the
research object. By sorting out and analyzing the development of its small and micro credit
business from 2019 to 2021, the possibility of using Internet technology to improve its
marketing strategy and change the backward status of its small and micro credit business is
studied. Firstly, this thesis combs the domestic and foreign researches on small and micro credit
business, and Outlines the theoretical basis for making marketing strategies for small and micro
credit business. Secondly, the thesis by introducing the analysis the bank of China, Z small
credit business marketing strategy the status quo, sum up out of the bank of China, Z small
credit business four main problems of the existing marketing strategy, product limitations,
product pricing, lack of flexibility, product marketing channel is narrow, the transmission and
the lack of targeted products. Finally, this thesis optimizes the marketing strategy from five
aspects: optimizing the product design of small and micro credit of BANK of China Z Branch,
improving the pricing mechanism of loan interest rate, expanding the channels for acquiring
- II - 大连理工大学专业学位硕士学位论文
customers in bulk and improving the promotion mode, so as to help the small and micro credit
business of Bank of China Z Branch get further development.
Combined with the current marketing strategy of small and micro credit business of Bank
of China Z Branch, this thesis analyzes the problems encountered in the marketing of small and
micro credit business and the causes of the problems, so as to provide ideas for the
improvement of small and micro credit business of Bank of China Z Branch.
Key Words：Commercial Bank; Small and Micro Enterprises Credit Business; Market
Segmentation;Market Positioning; Marketing Strategy
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