J银行 L支行小微企业贷款营销策略优化研究
摘
要
小微企业是国民经济的核心部分，政府对于小微企业的支持力度也日渐加大。在此
背景下，小微企业与商业银行之间的合作越来越频繁，各大商业银行也在为开拓小微企
业市场、抢夺小微企业客户寻求有效的营销策略。L地区共有 11家银行机构，随着小微
业务经营重心下沉，各家银行采取多种行动来分割市场蛋糕，来自竞争对手之间的竞争
压力不断增加。
近年来研究者对银行企业贷款营销策略愈发重视，旨在实现最高的小微企业客户忠
诚度和留存率，使包括银行在内的金融企业长时间的保持市场竞争力。尽管 J银行 L支
行目前小微企业贷款业务总量相较前几年有了较大增长，但仍落后于市区同级竞争银行。
本文通过对 J银行 L支行小微企业贷款营销策略现状的研究，发现 J银行 L支行存在包
括产品体系不健全、定价偏高且缺乏精细化管理、获客渠道有限、缺乏有效促销手段等
问题。
文章通过调研客户和访谈行内员工的方式了解 J银行 L支行小微贷款业务的发展情
况，对其存在的问题和产生的原因展开分析，并深入研究小微客户需求。文章以 J银行
L支行小微企业贷款业务的现有营销策略与实际营销状况的差距和改进领域为出发点，
结合运用 STP战略理论、7Ps营销理论对J银行 L支行小微企业贷款业务市场定位策略
与营销组合策略进行深入的分析研究，在产品、定价、渠道、促销、人员等 7个方面提
出针对性的建议，助力 J银行 L支行的小微企业贷款业务发展及其服务能力提升。本文
研究的相关成果可为 J银行其他支行以及国内其他商业银行的小微企业贷款业务发展提
供一定的指导作用。
关键词：J银行；小微企业贷款；营销策略优化
I
Abstract
Abstract
Small and micro enterprises (SMEs) are the core part of the national economy, and the
government's support for SMEs is increasing. In this context, the cooperation between SMEs
and commercial banks is becoming more and more frequent, and major commercial banks are
also seeking effective marketing strategies to develop the small and micro enterprise market
and snatch small and micro enterprise customers. There are 11 banking institutions in the L
area. As the focus of small and micro business operations sinks, all banks take various actions
to divide the market cake, and the competitive pressure from competitors continues to increase.
In recent years, researchers have paid more and more attention to the loan marketing
strategy of banks, aiming to achieve the highest customer loyalty and retention rate of SMEs,
so that banks could maintain market competitiveness for a long time. Although the total amount
of SMEs loan business of L Branch of J Bank has increased significantly compared with
previous years, it still lags behind rival banks at the same level in urban areas. Through the
research on the current situation of SMEs loan marketing strategy of L Branch of J Bank, this
thesis finds the weaknesses of L branch of J Bank such as incomplete product system, high
pricing and lack of refined management, limited customeracquisition channels, lack of
effective publicity and promotion methods, etc.
This thesis studies the development of SMEs loan business of L Branch of J Bank by
means of customer survey and interview with employees in the bank, analyzes its existing
problems and causes, and deeply studies the needs of SMEs. Based on the gap and improvement
between the existing marketing strategy and the actual marketing situation of SMEs loan
business of L branch of bank J, this thesis makes an in-depth analysis and research on the market
positioning strategy, marketing strategy of SMEs loan business of L branch of J Bank by using
STP theory and 7Ps marketing theory. At the same time, this thesis puts forward targeted
suggestions in seven terms of market, like products, promotion, and personnel, to help the
development of SMEs loan business and the improvement of corresponding service capacity of
L branch of bank J. The results of this thesis can provide some guidance for other branches of
J Bank and other domestic commercial banks in the loan business of SMEs.
Key Words: J Bank; Small and Micro Enterprises loan; Marketing Strategy Optimization
II
J银行 L支行小微企业贷款营销策略优化研究
目
录
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............ 1
1.2研究目的及内容.................. 2
1.2.1研究目的............ 2
1.2.2研究内容............ 2
1.3研究思路及方法.................. 2
1.3.1研究思路............ 2
1.3.2研究方法............ 3
2文献综述与理论基础.............. 4
2.1文献综述................ 4
2.1.1国外研究现状........... 4
2.1.2国内研究现状........... 5
2.1.3文献述评............ 6
2.2理论基础................ 6
2.2.17Ps营销理论............ 7
2.2.2STP战略理论........... 8
3J银行 L支行小微企业贷款简介及营销策略现状....... 10
3.1J银行 L支行及其小微企业贷款简介......... 10
3.1.1J银行 L支行概况................ 10
3.1.2J银行 L支行小微企业贷款情况............. 10
3.1.3J银行 L支行小微业务竞争情况............. 11
3.2J银行 L支行小微企业贷款营销策略现状........ 12
3.2.1产品策略现状................ 12
3.3.2定价策略现状................ 13
3.2.3渠道策略现状................ 14
3.2.4促销策略现状................ 14
3.2.5人员策略现状................ 15
3.2.6流程策略现状................ 16
3.2.7有形展示策略现状............... 17
4J银行 L支行小微企业贷款营销策略调查及存在的问题和原因.... 18
4.1J银行 L支行小微企业贷款营销策略调查........ 18
III