摘要
摘要
泉州银行自创建伊始就定位于服务地方经济，尤其是中小企业。但在开展
中小企业信贷业务中，也面临着产品创新亟待加强、价格竞争无优势、营销渠
道建设不完善、促销方式单调等问题，需要采取恰当的营销策略，以提升市场
竞争表现。
本文以泉州银行的中小企业信贷业务营销策略为研究对象，通过剖析其信
贷业务当前市场营销状况及存在的不足，引入 PEST、波特五力模型、SWOT等
方法考察其所处的竞争与发展环境，归纳其竞争的优势、劣势、机遇与挑战，
结合现行经营战略运用 7Ps营销理论提出差异化的营销策略，得出结论如下：
（1）在金融环境逐步发展，国家扶持政策不断倾斜的背景下，中小企业融
资途径越来越多样化，国有银行、股份制银行等为抢占市场争相下沉业务，潜
在进入者与替代者也参与到竞争之中。竞争的加剧，导致买方和卖方议价能力
提升，进一步压缩了存贷利差收入空间，使泉州银行所处的生存环境趋于更加
恶劣。
（2）泉州银行应结合地方和产业特点，健全信贷产品的差别化建设，强化
品牌效应；不断优化和创新办理审批流程，改善有形展示内容；定价上转变观
念，完善企业的定价奖惩机制和定价授权机制，进一步降低信贷成本；立足实
体网点布局优势，打造多样化营销渠道，丰富促销方式；在加快营销团队建设
的同时，提升员工专业水平，优化激励方案。
（3）泉州银行应从政策、制度、人力、资源、风控与公共关系等六个方面
保障营销策略实施连贯性，充分发挥泉州银行中小企业信贷业务营销策略的作
用。
本研究旨在为泉州银行中小企业信贷业务的营销发展提供理论指导与现实
参考，也希望能够为其他商业银行同类业务营销策略的制定与实施提供借鉴。
关键词：泉州银行；中小企业信贷业务；营销策略；7Ps营销组合理论
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Abstract
Abstract
Quanzhou Bank hasbeen positioned since itsinception to serve the local
economy, especially SMEs. However, in the development of SME credit business,
there are also problems such as the urgent need to strengthen product innovation, no
advantage inprice competition,imperfectmarketing channelconstruction, and
monotonous promotionmethods.It isnecessary toadopt appropriatemarketing
strategies to promote market competition performance.
This papertakes the marketingstrategy of QuanzhouBank’s SMEcredit
business as the research object. By analyzing the current marketing situation and
shortcomings of its credit business, it introduces PEST, Porter's Five Forces model,
SWOT and other methods to examine its competition and development environment,
andsummarizesitscompetitiveadvantages,disadvantages,opportunitiesand
challenges.
Combined with the current business strategy using 7Ps marketing theory to
propose differentiated marketing strategy, concluded as follows:
(1)With the gradual development of the financial environment and the support of
national policies, the financing channels of SMEs are increasingly diversified. Large
state-owned banks and joint-stock banks compete to decentralize their business to the
grassroots in order to seize the market, and potential entrants and substitutes also
participate inthe competition.The intensificationofcompetition leadsto the
improvement of bargaining power of buyersand sellers, further compresses the
income space of deposit and loan spreads, and makes the living environment of
Quanzhou Bank continue to deteriorate.
(2)Quanzhou Bank shouldimprove the differentiated constructionof credit
products and strengthen brand effect according to local and industrial characteristics;
Continuously optimize and innovatethe credit approval process to improve the
tangible display content; In terms of pricing, we should change our ideas and further
reduce the credit cost by improving the pricing incentive mechanism and pricing
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