学校代码： 10385 分类号：
研究生学号：18024127085 密级：
Q 银行小微金融业务营销策略研究
Research on the marketing strategy of small and micro
finance business of Q Bank
作者姓名： 吴杭琳
指导教师： 谭观音
实践导师： 吴小斌
专业学位类别/领域：工商管理硕士
研究方向： 营销管理
所在学院：工商管理学院
论文提交日期：二零二二年五月二十二日
摘要
摘要
小微企业在推动当今的经济社会发展和促进创新创业方面起到了非常重要
的作用，它像实体经济的毛细血管，贯穿全体部位，起到不可或缺的作用。为
了帮助小微企业缓解融资难的困境，中央和地方都推出了一系列帮扶政策。要
求金融机构回归本源，切实服务好实体经济，助力实体经济发展。近年来，各
银行积极响应政府号召，努力探索在竞争激烈的市场环境下，如何做好小微企
业金融服务，尽力帮助小微企业解决融资难的问题。
本文以 Q 银行作为研究对象，首先，分析 Q 银行小微金融业务营销现状及
存在的问题，Q银行坚持金融服务实体经济的宗旨，加强小微金融服务创新，不
断提升小微金融服务水平，但同时也存在特色产品综合应用能力较弱、定价模
式不够合理、宣传方式较为简单、促销方式传统老旧、专业营销人员不足、有
形展示不够丰富、服务模式需改善等问题。其次，采用PEST 模型和 SWOT 分
析法分析 Q 银行面临的内外部局面，既有各级政府不断出台支持政策、金融科
技高速发展所带来的机遇，也有新冠肺炎疫情影响、小微企业需求发生变化、
市场竞争愈发白热化所带来的挑战。再次，运用 STP 理论帮助Q 银行找准适合
自己的市场定位，Q 银行应坚持国家政策引领，聚焦成长期和成熟期的小微企业，
重点支持农林牧渔及民生消费类弱周期行业，鼓励进入先进制造业、科教类、
高新技术类、绿色经济等政府主要支持行业。最后，基于7Ps 理论从 7 个方面为
Q 银行提供营销策略的优化建议以及相对应的实施保障。Q银行要充分挖掘优质
的小微企业，建立有效的客户画像，开发线上产品、加强融合线上线下服务体
验入手增强金融产品创新，满足小微企业个性化融资需求；紧盯市场变化，动
态描绘小微企业贡献度，制定对应的定价策略；充分利用微信、微博、抖音等
新媒体，加强与社交平台、电商平台及支付平台等合作，推动数字化转型，加
强智慧网点建设，线上线下联合营销宣传搭配优惠促销活动；加大正向激励力
度，在人才培养方面下苦功夫，打造专业人才队伍；努力推进业务无纸化、线
上化，持续改善服务过程助推客户体验度。
关键词：小微金融；营销策略；STP 理论
I
华侨大学硕士学位论文
Abstract
Small and micro enterprises play a very important role in promoting today;s
economic and social development and promoting innovation and entrepreneurship.
They are like the capillaries of the real economy, running through all parts and
playing an indispensable role. In order to help small and micro enterprises alleviate
the financing difficulties, the central and local governments have launched a series of
assistance policies. Financial institutions are required to return to their origins,
effectively serve the real economy, and help the development of the real economy. In
recent years, various banks have actively responded to the government;s call to
explore how to provide financial services for small and micro enterprises in a highly
competitive market environment, and try their best to help small and micro
enterprises solve financing difficulties.
This paper takes Q Bank as the research object. First of all, it analyzes the
current situation and existing problems of Q Bank;s small and micro financial
business marketing. Q Bank adheres to the purpose of financial services for the real
economy, strengthens the innovation of small and micro financial services, and
continuously improves the level of small and micro financial services. At the same
time, there are also problems such as weak comprehensive application ability of
featured products, unreasonable pricing model, simple publicity method, outdated
traditional promotion method, insufficient professional marketing personnel,
insufficient tangible display, and service model that needs to be improved. Secondly,
using the PEST model and SWOT analysis method to analyze the internal and
external situation facing Bank Q, there are not only the opportunities brought by the
continuous introduction of support policies by governments at all levels and the rapid
development of financial technology, but also the impact of the new crown
pneumonia epidemic and changes in the needs of small and micro enterprises , the
challenges brought by the increasingly fierce market competition. Thirdly, using STP
theory to help Q Bank find its own market positioning, Q Bank should adhere to the
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