發(fā)布時(shí)間：2018-02-17 07:48

  本文關(guān)鍵詞： 中小企業(yè) 金融業(yè)務(wù) 營銷策略　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：中小企業(yè)是國民經(jīng)濟(jì)的重要組成部分,但由于小企業(yè)輕資產(chǎn)運(yùn)營的特點(diǎn),往往面臨著“融資難”、“融資貴”的困局,而缺少營運(yùn)資金又成為制約小企業(yè)發(fā)展的瓶頸。同時(shí),我國金融市場制度日趨完善,利率逐漸市場化,銀行同業(yè)競爭進(jìn)一步加劇,銀行從追求貸款規(guī)模逐漸轉(zhuǎn)變?yōu)樽非罄麧欂暙I(xiàn)度,蓬勃發(fā)展的小企業(yè)已成為經(jīng)濟(jì)發(fā)展的重要力量。如何能夠滿足小企業(yè)的金融服務(wù)需求,有效開展小企業(yè)金融產(chǎn)品差異化營銷,樹立良好的品牌形象,對(duì)商業(yè)銀行來說有重大的意義。吉林銀行作為省、市政府支持下重組建立的地方性股份制商業(yè)銀行,率先在城商行系統(tǒng)成立了首家持有牌照的小企業(yè)金融服務(wù)專營機(jī)構(gòu),2015年吉林銀行將小微金融優(yōu)先發(fā)展戰(zhàn)略作為吉林銀行七大戰(zhàn)略之首,確定了自身市場定位,將小企業(yè)金融業(yè)務(wù)作為吉林銀行創(chuàng)建品牌的重要市場,通過幾年的努力取得了較好的成績,在2016年被評(píng)為“全國支持中小企業(yè)發(fā)展十佳商業(yè)銀行”。但在擴(kuò)張發(fā)展的過程中面臨前所未有的壓力和挑戰(zhàn),如何總結(jié)經(jīng)驗(yàn),開展差異化的小企業(yè)金融業(yè)務(wù)對(duì)當(dāng)下的發(fā)展至關(guān)重要。在此背景下,本文以市場營銷的理論為基礎(chǔ),選取吉林銀行長春分行小企業(yè)金融業(yè)務(wù)為研究對(duì)象,開展?fàn)I銷策略的研究。首先,通過對(duì)現(xiàn)狀的數(shù)據(jù)分析發(fā)現(xiàn)吉林銀行長春分行小企業(yè)金融業(yè)務(wù)在發(fā)展過程中存在的問題。其次,運(yùn)用PSET模型分析長春分行小企業(yè)金融業(yè)務(wù)所處宏觀環(huán)境,包括政治環(huán)境、經(jīng)濟(jì)發(fā)展情況、社會(huì)環(huán)境和技術(shù)環(huán)境;從企業(yè)內(nèi)部環(huán)境、客戶群體、同業(yè)競爭者分析長春分行小企業(yè)金融業(yè)務(wù)所處微觀環(huán)境;在此基礎(chǔ)上結(jié)合自身的優(yōu)勢和劣勢,外部的威脅和機(jī)遇,發(fā)掘相對(duì)競爭優(yōu)勢。再次,通過對(duì)長春市小企業(yè)金融業(yè)務(wù)進(jìn)行市場細(xì)分,根據(jù)企業(yè)自身要求和發(fā)展要求確定目標(biāo)市場,形成在細(xì)分市場中的定位。最后,針對(duì)不同的目標(biāo)市場細(xì)分,結(jié)合服務(wù)營銷產(chǎn)品、價(jià)格、渠道、促銷、人員、有形展示和過程七大要素,制定相應(yīng)的服務(wù)營銷組合策略,并從制度、人員等方面提出切實(shí)可行的營銷策略實(shí)施保障。通過研究得出長春分行小企業(yè)金融業(yè)務(wù)應(yīng)充分了解小企業(yè)客戶的金融服務(wù)需求,標(biāo)準(zhǔn)化小企業(yè)金融業(yè)務(wù)作業(yè)流程,完善小企業(yè)評(píng)級(jí)系統(tǒng)和內(nèi)部操作系統(tǒng),構(gòu)建小企業(yè)客戶關(guān)系管理系統(tǒng),對(duì)存量客戶進(jìn)行分級(jí)管理,為小企業(yè)提供“一攬子”金融服務(wù)支持,提高客戶粘合度和忠誠度,以一兩個(gè)特色產(chǎn)品重點(diǎn)開展市場營銷,擴(kuò)大細(xì)分市場份額,挖掘優(yōu)質(zhì)客戶資源,提升品牌美譽(yù)度,加強(qiáng)營業(yè)網(wǎng)點(diǎn)渠道和電子渠道的建設(shè),加強(qiáng)與政府相關(guān)部門、商會(huì)、協(xié)會(huì)和產(chǎn)業(yè)園區(qū)等渠道的聯(lián)系,確立“支持地方經(jīng)濟(jì)發(fā)展”的品牌定位。希望通過本文提出的營銷策略為吉林銀行長春分行小企業(yè)金融業(yè)務(wù)發(fā)展提供一定的借鑒。
[Abstract]:Small and medium-sized enterprises are an important part of the national economy, but because of the characteristics of light assets operation of small enterprises, they often face the difficulties of "difficult financing" and "expensive financing", and the lack of working capital becomes the bottleneck restricting the development of small enterprises. China's financial market system is becoming more and more perfect, interest rates are gradually market-oriented, interbank competition is further intensified, banks have gradually changed from the pursuit of loan scale to the pursuit of profit contribution. The vigorous development of small enterprises has become an important force in economic development. How to meet the financial service needs of small enterprises, effectively develop the differentiation marketing of financial products of small enterprises, set up a good brand image, It is of great significance to commercial banks. Jilin Bank, as a local joint-stock commercial bank with the support of provincial and municipal governments, In 2015, Jilin Bank set up the priority development strategy of small and micro finance as the first of the seven major strategies of Jilin Bank to determine its market position. Regarding the financial business of small enterprises as an important market for Jilin Bank to establish its brand, it has achieved good results through several years of hard work. In 2016, he was named "Ten Best Commercial Banks supporting the Development of small and Medium-sized Enterprises in China". However, in the process of expansion and development, there are unprecedented pressures and challenges, so how to sum up the experience, It is very important to develop differentiated small business financial business. Under this background, based on the theory of marketing, this paper chooses Changchun Branch of Jilin Bank as the research object. First of all, through the current situation of data analysis found Jilin Bank Changchun Branch in the development of small enterprises in the process of financial business problems. PSET model is used to analyze the macro environment of financial business of small enterprises in Changchun Branch, including political environment, economic development, social environment and technological environment. Competitors in the same industry analyze the microcosmic environment in which the financial services of small enterprises in Changchun Branch are located; on this basis, combining their own strengths and weaknesses, external threats and opportunities, to explore the relative competitive advantage. Again, Through the market segmentation of the financial business of small enterprises in Changchun, the target market is determined according to the enterprise's own requirements and development requirements, and the positioning in the subdivision market is formed. Finally, aiming at the different target market segmentation, combined with the service marketing products, Price, channel, promotion, personnel, tangible presentation and process, develop the corresponding service marketing mix strategy, and from the system, Personnel and other aspects put forward practical marketing strategies to implement security. Through research, it is concluded that the financial business of small enterprises in Changchun Branch should fully understand the financial service needs of small business customers, and standardize the operation process of small business financial business. Perfect the small enterprise rating system and internal operating system, construct the small enterprise customer relationship management system, carry on the hierarchical management to the stock customer, provide the "package" financial service support for the small enterprise, improve the customer adhesion and loyalty, To focus on marketing with one or two characteristic products, expand market share, tap high-quality customer resources, enhance brand reputation, strengthen the construction of business network channels and electronic channels, and strengthen relevant government departments and chambers of commerce, The association has established the brand orientation of "supporting the development of local economy" through the connection between the association and the industrial park, hoping to provide some reference for the financial business development of small enterprises in Changchun Branch of Jilin Bank through the marketing strategy put forward in this paper.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.2;F274

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