众所周知，我国中小微企业对经济发展的推动作用巨大，它们在 解决人口就业、市场拓展深度和消费潜能激发等诸多方面都起着基础 作用，而未来小微企业的发展潜力巨大，这也就意味着将来会有越来 越多的小微企业参与到小微金融服务中来。金融企业在同质化竞争的 今天，发展小微企业的金融显得尤为重要。对小微金融而言，目前现 实中各家金融机构仍处于初期研究、摸索阶段，尚有诸多机制不成熟。 民生银行绍兴分行存在存量小微客户流失严重的情况，为解决存 量客户维护及营销的问题，本文通过4P、4C理论的对比和分析了前 两个营销理论的不足之处，选定了更适合竞争市场存量客户的4R作 为研究基础理论。基于相关文献并使用4R的相关理论知识，进行比 较全面的研究。以采用文献研究，对之前关于这方面的论述进行比较， 尤其是理论的背景，国内外关于4R营销理论的研究分析，同时又查 阅了关于小微金融营销研究的相关文献。 通过现实中的各种要素分析和分类，构建出F4R优化模型，F是 实施其他4R的基础，是各项措施实施的保障，既间接又直接地影响 存量小微客户对原银行的忠诚度。之后通过问卷调查的形式进行实证 分析，对调查问卷结果运用spss数据分析工具进行描述性统计分析、 信度分析、因子分析、相关分析、分层回归分析等，还通过中介变量 基于4R理论的小微金融营销策略优化研究 验证，得出以下结论：基础不但直接影响认可度，而且还通过影响关 联、关系、反应间接影响认可度。 通过民生银行绍兴分行作为研究案例分析，查找该行在存量客户 营销领域应用4R营销理论的问题，提出了基于4R营销理论在银行存 量小微金融业务的营销策略和措施，提高存量客户的忠诚度降低流失 率，包括四大改进建议：一是增强与客户的关联度，包括增加广告宣 传，提升知名度，尤其是在加大小微企业金融服务平台宣传推进力度， 建立专业的售后团队，积极跟进服务的售后回访，收集客户建议和意 见，建立系统性、规范性的定期和非定期拜访、日常问候、节日拜访 等方面的规定，让客户经理可以根据这个要求进行与客户的交流沟； 二是提升反应速度，包括快速提供客户需求的贷款产品，快速提供客 户需求的结算产品，提供客户需求的非金服务等；三是建立与客户多 重关系，在现在网络时代发达的今天，其实银行需要增加与客户的触 点从而增强与客户的感情，提升存量客户的忠诚度，如积极寻找共同 关系人，增加积分兑换礼品类的人机互动触点，为客户提供物理和服 务便利；四是为客户减负降本，主要包括取消了一系列企业融资相关 收费和企业服务收费，积极下调利率定价水平等。 最后考虑到现实基础的情况，明确基于4R理论的小微金融营销 策略优化模型----F4R优化模型，为原先4R营销理论更加丰富内容， 同时为银行在存量小微金融业务营销提供参考和借鉴。 关键词：4R，小微金融，营销策略，基础 基于4R理论的小微金融营销策略优化研究 RESEARCH ON OPTIMIZATION OF MICRO-FINANCE MARKETING STRATEGY BASED ON 4R THEORY ABSTRACT As we all know, the micro-enterprises in China play an important role in promoting economic development. They play a fundamental role in solving many problems, such as population employment, market expansion depth and stimulation of consumption potential. However, the development potential of micro-enterprises in the future is enormous, which means that more and more micro-enterprises will participate in service of micro-finance in the future. For micro-finance, in reality, the various financial institutions are still in the initial stage of research and exploration, and there are still many immature mechanisms. Minsheng Bank Shaoxing Branch has a serious loss of small and micro-customers in stock.In order to solve the problem of customer maintenance and marketing in stock, Through the comparison and analysis of 4P and 4C theories, The 4R which is more suitable for the stock customers in the competitive market is selected as the basic research theory. The shortcomings of the first two marketing theories are analyzed, and 4R, which is more in line with the competitive market, is selected as the basic research theory.Based on the relevant literature, and using the relevant theoretical knowledge of 4R, this paper conducts a more comprehensive study. Firstly, by using literature research, this paper compares the previous discussions on this aspect, especially the theoretical background, the research and analysis of 4R marketing theory at home and abroad, and also consults the relevant literature on innovative marketing of small and micro finance. However, there are few relevant literature on the application of 4R marketing theory to innovative 基于4R理论的小微金融营销策略优化研究 marketing of small and micro finance. Therefore, this paper determines to carry out exhibition in this respect. Open the study. Through the analysis and classification of various factors in reality, the optimization model of F4R is constructed. F is the foundation and the basis of implementing other 4R. This foundation is the guarantee of implementing various measures, which indirectly and directly affects the loyalty of small and Micro customers to the original bank. Then through the empirical analysis of the form of questionnaire survey, we use SPSS data analysis tools to carry out descriptive statistical analysis, reliability analysis, factor analysis, correlation analysis, regression analysis and so on，Also validated by mediation variables. We draw the following conclusions: The foundation not only directly affects the recognition degree, but also indirectly affects the recognition degree by influencing the correlation, relationship and reaction. Through the case study of Shaoxing Branch of Minsheng Bank of China, this paper finds out the problems of applying 4R marketing theory in the field of stock customer marketing, and puts forward marketing strategies and measures based on 4R marketing theory in bank's small stock micro-finance business, in order to improve the loyalty of stock customers and reduce the loss rate, including four suggestions for improvement: first, to enhance the relevance with customers, including Increase advertising and publicity, especially in small and micro enterprises to promote financial service platform publicity, establish professional after-sales team, actively follow-up service after-sales visits, collect customer suggestions and opinions, establish systematic, standardized regular and irregular visits, daily greetings, Festival visits and other provisions, so that customer managers can meet this requirement. The second is to improve the response speed, including providing loan products for customers'needs, settlement products for customers' needs, non-cash services for customers'needs, etc. The third is to establish multiple relationships with customers. In today's developed network era, banks need to increase contacts with customers in order to enhance their 基于4R理论的小微金融营销策略优化研究 feelings with customers and stock. Customer loyalty, such as actively looking for common partners, increasing points exchange gifts of human-machine interaction contacts, providing customers with physical and service convenience; Fourth, reducing costs for customers, mainly including the cancellation of a series of enterprise financing related charges and enterprise service charges, and actively lowering the interest rate pricing level. Finally, considering the actual situation, the paper formally clarifies the innovative marketing model of small and micro finance based on 4R theory - F4R optimization model, which enriches the content of the original 4R marketing theory, and provides reference and reference for banks in small and micro finance business. KEYWORDS :4R, micro-finance, marketing strategy, foundation 基于4R理论的小微金融营销策略优化研究 目 录 第一章 绪论 .......... 1 第一节 研究背景 ........... 1 第二节 研究意义 ........... 2 一、 理论意义 .......... 2 二、 实践意义 .......... 3 第三节 研究方法 ........... 3 一、 文献研究法...... 3 二、 问卷调查法...... 3 三、 案例分析法...... 4 第四节 技术路线和论文结构安排 ............ 4 第五节 创新点 ............... 5 第二章 文献综述 ..... 7 第一节 4R营销理论的研究 ........................ 7 一、4R营销理论产生的背景 .................... 7 二、4R营销理论定义 . 8 三、国外4R营销理论研究现状 ............... 8 四、国内4R营销理论研究现状 ............... 8 第二节 小微金融营销研究现状 ................. 9 一、小微金融 ............... 9 二、小微金融营销研究现状 ................... 10 三、基于4R营销理论小微金融营销的研究现状.......