摘要
我国社会经济体制改革迈入深水区和攻坚期，产业结构不断优化调整，企业
金融服务需求多元化特征明显，小微企业迎来了更多机遇，也遇到了更多挑战。
近年来，为解决小微企业“融资难、融资贵”的问题，提高小微企业业务市场竞
争力，活跃实体经济，中国银行业对小微企业领域的支持力度持续加大，在实践
中取得较好效果。在此背景下，J银行推出普惠金融特色产品——“快E贷”。
本文根据4P营销理论分析J银行呼和浩特分行“快E贷”产品营销策略的现
状并发现存在的问题，具体是：产品同质化严重、产品定价策略滞后、获客途径
单一以及人员推销动力不足；根据 SWOT分析法、STP营销理论及4P营销理论，
分析快E贷产品的宏观微观环境、优势劣势、机会威胁、市场细分及定位，由此
提出优化策略和保障措施。产品策略方面，要注重产品创新、产品组合及产品品
牌建设；价格策略方面，要实现产品差别化定价、组合定价；分销渠道策略方面，
要推广电子服务渠道应用、推进物理渠道建设以及打造新销售渠道；促销策略方
面，要进一步加强公私联动、加大关联企业营销力度、提高网点主阵地营销水平。
由此提出提升人力资源的质量、优化内部激励措施以及提升金融科技运用的能力
等保障措施，来保障前述优化策略的实施。
本文通过研究J银行呼和浩特分行“快E贷”产品营销策略存在的问题，研
究可实施的优化策略及保障措施，为其他金融机构地区性普惠金融特色产品提供
新思路，为中小民营企业融资注入新力量。对于新产品如何迅速打开市场、通过
市场营销策略的规划来应对同业挑战，具有一定参考意义。
关键词：普惠金融，小微企业，快E贷，营销策略
I

Abstract
The reform of China's social and economic system has entered the deep water
zone and reached the critical stage. The industrial structure has been optimized and
adjusted constantly, and the demand for financial services of enterprises has been
diversified. Small and micro enterprises have welcomed more opportunities and
encountered more challenges. In recent years, in order to solve the problem of
"difficult and expensive financing" for small and micro enterprises, improve the
market competitiveness of small and micro enterprises and invigorate the real economy,
China's banking industry has continuously increased its support for small and micro
enterprises and achieved good results in practice. In this context, J Bank launched the
featured product of inclusive finance -- "Fast E loan".
Based on 4P marketing theory, this thesis analyzes the current situation of "fast
E-loan" product marketing strategy of Hohhot Branch of J Bank and finds the existing
problems, which are as follows: serious product homogenization, lagging product
pricing strategy, single access to customers and insufficient sales motivation;
According to SWOT analysis, STP marketing theory and 4P marketing theory, this
thesis analyzes the macro and micro environment, advantages and disadvantages,
opportunity threats, market segmentation and positioning of Kuaie Loan product, and
puts forward optimization strategies and safeguard measures. Product strategy, to pay
attention to product innovation, product mix and product brand construction; Price
strategy, to achieve product differentiation pricing, combination pricing; In terms of
distribution channel strategy, we should promote the application of electronic service
channel, promote the construction of physical channel and create new sales channel. In
terms of promotion strategy, we should further strengthen public-private linkage,
increase marketing efforts of related enterprises, and improve the marketing level of
the main position of the network. In order to ensure the implementation of the above
optimization strategy, measures are proposed to improve the quality of human
resources, optimize internal incentive measures and enhance the ability of financial
technology application.
By studying the problems existing in the marketing strategy of "Fast E-loan"
II

product of Hohhot Branch of J Bank, this thesis studies the optimization strategies and
safeguard measures that can be implemented, so as to provide new ideas for regional
inclusive financial products of other financial institutions and inject new power into the
financing of small and medium-sized private enterprises. For new products how to
quickly open the market, through marketing strategy planning to meet the challenges
of the industry, has a certain reference significance.
Key words: inclusive finance, small and micro enterprises, Kuaie loan, marketing
strategy
III
。。。以下略