西安理工大学工商管理硕士专业学位论文 the channels suitablefor network transmission, and buildingpromotion platforms for government, banks and enterprises, relying on public activities, establishing clubs and other platforms, strengthening the effect of multimedia publicity, and improving marketing. Finally, in order to ensure the smooth implementation of the micro-loan marketing strategy of J Bank SC Branch, the implementation guarantee of the optimization strategy is put forward from the aspects of personnel guarantee, operation guarantee, system guarantee, technical guarantee and risk control guarantee. Keywords: Small and micro enterprise loan; marketing environment; marketing strategy III 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 国内外研究现状 ............................................................................... 2 1.2.1 国外研究现状 ............................................................................. 2 1.2.2 国内研究现状 ............................................................................. 3 1.2.3 文献述评 ..................................................................................... 6 1.3 研究内容及方法 ............................................................................... 6 1.3.1 研究内容 ..................................................................................... 6 1.3.2 研究方法 ..................................................................................... 8 2 概念界定与理论基础 ............................................................................ 9 2.1 概念界定 ..................................................................................