随着我国经济的发展，小微企业作为经济多元化的生力军和行业活力的代表，在 市场中的作用也逐渐显现，尤其是近年国家出台了一系列扶植小微企业发展的经济政 策，使得我国的小微企业数量不断增长。在我国，小微企业众多，分布区域广泛，在 繁荣丰富市场、释放市场活力、扩大劳动就业等方面发挥着重要作用，对我国的经济 发展产生重要影响。但由于资产规模小、存续期短、经营风险高、财务制度不完善等 原因，小微企业难以获得商业银行的贷款支持，这成为当前限制小微企业发展的突出 问题。 由于国家政策导向与区域企业发展态势共同作用，建设银行唐山分行按照上级行 安排部署，将小微企业信贷业务纳入到重点营销的类目中，针对小微企业信贷业务这 片蓝海，本文将综合运用7Ps营销理论，通过SWOT分析模型将分析与具体实际相结 合，从建设银行唐山分行小微企业信贷业务现行营销策略入手，明确营销策略中存在 的问题，以宏观与微观环境分析为基础，在充分分析建设银行唐山分行自身优势、劣 势和所面临的机会与威胁的基础上，对现有的营销策略进行改进，对增强建设银行唐 山分行小微企业信贷业务的营销能力，提升针对小微企业的金融服务水平，承担普惠 金融社会责任具有一定的现实指导意义。 关键词：小微企业；营销策略；商业银行 III Abstract Along with the gradual Chinese economic growth, small and micro-sized enterprises, a boost in the diverse economy and various industry sectors, the potential of which has emerged within the markets. As a direct result of a series of economic policies in favor of small and micro-sized enterprises conducted in China, the number of mini firms has surged in recent years. Under this circumstance, the merits of limit-scale corporates, including vitalizing the domestic markets and reducing unemployment, resulting from these disperse distribution of these companies, can significantly contribute to the local economic growth. On the contrary, however, due to various limitations embedded in these firms, which include insufficient assets, low duration, high unique risks, as well as juvenile governance system, the difficulty in applying for loans from commercial banks can undermine the promising future of growth firms. According to both the national policy and the regional planning guidance to enterprise development, the Construction Bank of Tangshan Branch will emphasize the credit business related to small and micro-sized enterprises, which currently is a relatively vacant area. As a comprehensively practical application for the 7Ps Marketing Theory, this essay will first conduct a SWOT analysis to evaluate the existing marketing strategies related to small-and-micro-sized-enterprise credit business adopted by the Construction Bank of Tangshan Branch. After spotting any current drawbacks and threats within these strategies, based on the strength as well as opportunities, this essay will then explore improvements to these marketing strategies, the aims of which include improving the marketing abilities to small-and-micro-sized-enterprise credit business, enhancing the financial service to corresponding corporates, and fulfilling the social responsibility and obligation as a financial institution. Key words: Small and micro enterprises; Marketing strategy; Commercial banks IV 目 录 摘 要 ................................................................................................................................... I Abstract .................................................................................................................................. II 第一章 绪论 .................................................................................................................... - 1 - 1.1 研究的背景和意义 ................................................................................................... - 1 - 1.2 研究内容及方法 ....................................................................................................... - 2 - 1.2.1 研究内容 ......................................................................................................... - 2 - 1.2.2 研究方法 ......................................................................................................... - 2 - 第二章 相关理论与文献综述 ........................................................................................ - 5 - 2.1 相关理论 ................................................................................................................... - 5 - 2.1.1 7Ps营销理论 .................................................................................................. - 5 - 2.1.2 SWOT分析模型 ............................................................................................. - 6 - 2.2 相关文献综述 ........................................................................................................... - 6 - 2.3 本章小结 ................................................................................................................... - 7 - 第三章 建设银行唐山分行小微企业信贷业务现行营销策略分析 ............................ - 9 - 3.1 建设银行唐山分行小微企业信贷业务发展现状 ................................................... - 9 - 3.2 建设银行唐山分行小微企业信贷业务现行营销策略 ........................................... - 9 - 3.2.1 产品策略分析 ............................................................................................... - 10 - 3.2.2 定价策略分析 ............................................................................................... - 11 - 3.2.3 渠道策略分析 ............................................................................................... - 11 - 3.2.4 促销策略分析 ............................................................................................... - 11 - 3.2.5 人员策略分析 ............................................................................................... - 12 - 3.2.6 有形展示策略分析 ....................................................................................... - 14 - 3.2.7 过程策略分析 ............................................................................................... - 14 - 3.3 建设银行唐山分行小微企业信贷业务营销策略存在问题 ................................. - 14 - 3.3.1 产品策略问题 ............................................................................................... - 14 - 3.3.2 渠道策略问题 ............................................................................................... - 15 - 3.3.3 促销策略问题 ............................................................................................... - 15 - 3.3.4 人员策略问题 ............................................................................................... - 15 - 3.3.5 有形展示策略问题 ....................................................................................... - 16 - 3.3.6 过程策略问题 ............................................................................................... - 16 - V 3.4 本章小结 ................................................................................................................. - 17 - 第四章 建设银行唐山分行小微企业信贷业务营销环境分析 .................................. - 19 - 4.1 宏观环境分析 ......................................................................................................... - 19 - 4.1.1 政治因素 ....................................................................................................... - 19 - 4.1.2 经济因素 ....................................................................................................... - 19 - 4.2 竞争环境分析 ......................................................................................................... - 20 - 4.2.1 需求因素 ....................................................................................................... - 20 - 4.2.2 竞争因素 ....................................................................................................... - 23 - 4.3 SWOT分析模型 ..................................................................................................... - 30 - 4.3.1 优势分析 ....................................................................................................... - 30 - 4.3.2 劣势分析 ...................