普惠金融是指以可负担的成本为有金融服务需求的社会各阶层和群体提供适当、有 效的金融服务，涉及小微、双创、扶贫、涉农等领域，是十九大提出的提升金融服务实 体经济的能力、实施乡村振兴战略、打好脱贫攻坚战的重要举措。目前我国经济已由高 速增长阶段转向高质量发展阶段。新兴市场中生产小型化、智能化、专业化特征明显， “小企业、小行业”成为新的市场蓝海。根据河南省工商行政管理局公布的数据，截止 2018 年底，河南省各类企业共计 137 万户，90%为小微企业，其中三分之一的小微企业 注册在郑州市，小微企业逐步发展成为河南省经济的一支重要力量。根据从中国中小企 业服务平台得到的信息，小微企业在有资金需求时，内源性融资之外，首选是向银行申 请贷款，中国建设银行于 2018 年 5 月 2 日全面启动普惠金融战略，满足小微企业的资 金需求，支持小微企业发展。 本文以中国建设银行 Z 支行普惠金融战略中的小微企业信贷业务为研究对象，以文 献研究、问卷调查、归纳分析法为主要研究方法，对国内外相关文献资料和理论概念进 行梳理界定，总结建设银行 Z 支行普惠金融小微企业信贷业务发展现状，在对建设银行 Z 支行客户调查的数据进行分析的基础上，归纳出现行普惠金融产品存在的提供的服务 与客户需求不匹配、宣传推广渠道老化、业务流程繁琐、专业人才紧缺服务能力低等问 题。借助 SWOT 分析模型对 Z 支行普惠金融战略的内外部环境、优劣势进行矩阵分析； 用 STP 理论对郑州市市场进行细分分析，并研究产品营销定位；最后，从产品开发、金 融技术应用、风险管控、人才培养、营销推广等方面，对建设银行 Z 支行普惠金融战略 中小微企业信贷产品提出提升建议，以期对满足小微企业资金需求有所助益，实现银企 双赢。 关键词：建设银行；小微企业；信贷产品提升III Abstract Inclusive finance refers to providing appropriate and effective financial services for all social strata and groups with financial service demand at affordable cost, involving small and micro businesses, entrepreneurship and innovation, poverty alleviation, agriculture and other fields. It is an important measure proposed by the 19th National Congress of the Communist Party of China to enhance the ability of financial services to the real economy, implement the strategy of rural revitalization, and fight the battle against poverty. At present, China's economy has changed from high-speed growth stage to high-quality development stage. In emerging markets, production is characterized by miniaturization, intelligence and specialization, and "small enterprises and small industries" have become a new market blue ocean. According to the data released by Henan Administration for Industry and commerce, by the end of 2018, there were 1.37 million enterprises of various types in Henan Province, 90% of which were small and micro enterprises, and one third of them were registered in Zhengzhou city. Small and micro enterprises have gradually developed into an important force in the economy of Henan Province. According to the information obtained from the service platform of China's small and medium-sized enterprises, in addition to the internal financing, the first choice for small and micro enterprises is to apply for loans from banks. On May 2, 2018, China Construction Bank comprehensively launched the inclusive finance strategy to meet the capital needs of small and micro enterprises and support the development of small and micro enterprises. This paper takes the credit business of small and micro enterprises in the Inclusive Finance Strategy of Z branch of China Construction Bank as the research object, takes literature research, questionnaire survey and inductive analysis as the main research methods, sorts out and defines the relevant literature and theoretical concepts at home and abroad, summarizes the development status of the small and micro enterprise credit business of Z branch of China Construction Bank Based on the analysis of the data, this paper summarizes the problems existing in the inclusive financial products of the bank, such as the mismatchIV between the service provided by the bank and the customer demand, the aging promotion channels, the tedious business process, the shortage of professionals, and the low service ability. With the help of SWOT analysis model, this paper analyzes the internal and external environment, advantages and disadvantages of Z sub branch's inclusive financial strategy; uses STP theory to subdivide Zhengzhou market, and studies product marketing positioning; finally, from product development, financial technology application, risk control, talent training, marketing promotion and other aspects, the credit products of small and micro enterprises in Z sub branch of China Construction Bank are analyzed To meet the demand of small enterprises for capital. Keywords: China Construction Bank; small and micro enterprises; promotion of credit products。V 目 录 第一章 绪论...............................................................................................................................1 1.1 论文选题与研究目的......................................................................................................1 1.1.1 选题背景...................................................................................................................1 1.1.2 选题来源...................................................................................................................2 1.1.3 研究目的...................................................................................................................2 1.2 研究意义..........................................................................................................................3 1.2.1 理论意义...................................................................................................................3 1.2.2 实践意义...................................................................................................................3 1.3 研究综述..........................................................................................................................4 1.3.1 国外研究现状...........................................................................................................4 1.3.2 国内研究现状...........................................................................................................5 1.3.3 文献评述...................................................................................................................9 1.4 研究内容与技术路线......................................................................................................9 1.4.1 研究内容...................................................................................................................9 1.4.2 技术路线.................................................................................................................10 1.5 研究方法........................................................................................................................11 第二章 相关概念界定及理论基础.........................................................................................13 2.1 普惠金融概念界定及特征............................................................................................13 2.1.1 普惠金融概念界定.................................................................................................13 2.1.2 普惠金融的主要特征.............................................................................................13 2.2 小微企业概念界定及划分标准....................................................................................14 2.2.1 小微企业的界定.....................................................................................................14 2.2.2 小微企业划分标准.................................................................................................14 2.3 信贷产品与普惠金融信贷产品....................................................................................16 2.3.1 信贷产品.................................................................................................................16 2.3.2 普惠金融小微企业信贷产品.................................................................................18 2.4 相关基础理论..................................