西北大学硕士学位论文
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摘要
摘要
在金融科技的发展浪潮下，许多银行和金融企业纷纷推出以“小额”“信用”“快
速”为特点的线上融资产品，实现贷款申请、尽调、审批、放款全流程线上化，不仅提
升了小微企业融资效率，也改善了客户体验。JT银行 S分行推出小微企业贷款业务“线
上税银贷”，如何在互联网金融背景下开展全线上信贷业务的营销，成为商业银行互联
网金融业务发展的重要课题。
本文以 JT银行 S分行“线上税银贷”业务为研究对象，借助相关理论和分析工具，
运用理论结合实际的分析方法，在对国内外研究现状进行综述的基础上，首先以银行小
微企业贷款相关概念及营销理论为切入点，为 JT银行 S分行“线上税银贷”业务拓展
小微企业贷款业务提供理论支撑；在介绍 JT银行 S分行“线上税银贷”业务特性后，
分析“线上税银贷”业务的营销现状、问题所在和营销环境。随后通过 STP理论、7Ps
理论分析，并制定 JT银行“线上税银贷”的营销策略。JT银行 S分行“线上税银贷”
业务的核心定位为现有存量和授信类客户，其中包括代发工资、国际业务等。JT银行S
分行“线上税银贷”业务营销的总体思路是改变传统营销理念，充分发挥数据、渠道、
资源的整合效应，注重常态化营销体系的构建和线上线下的协同，形成持续稳定的获客
来源。将产品、定价、渠道、促销、人员、过程和物质环境等营销策略相结合对“线上
税银贷”业务进行营销推广，实现批量获客、快速响应与较好的客户体验。最后，基于
多元企业认同理论提出 JT银行 S分行“线上税银贷”业务相应的保障措施，具体为：
良好公共关系保障、营销团队体系保障、营销人才激励保障，提出营销策略效果预估分
析。
本文通过分析提出 JT银行 S分行小微企业贷款业务“线上税银贷”的全线上贷款
业务的营销策略，对 JT银行 S分行“线上税银贷”业务在小微企业线上贷款业务的拓
展创新方面提供明确的实践意义，也在一定程度上缓解 S省小微企业贷款难的问题，同
时对其他区域商业银行的小微企业贷款业务营销有一定借鉴价值。
关键词：小微企业，贷款业务，全线上贷款，营销策略
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ABSTRACT
ABSTRACT
Under the wave of financial technology development, many banks and financial companies
have launched online financing products featuring "small amount", "credit" and "fast" to
realize the whole process of loan application, due diligence, approval and lending online,
which not only improves the efficiency of financing for small and micro enterprises but also
improves the customer experience. JT Bank S Branch has launched the online tax-banking
loan for small and medium-sized enterprises, which has become an important issue in the
development of commercial banks' Internet finance business.
This paper takes "online tax-banking loan" business of JT Bank S branch as the research
object, and uses theoretical and practical analysis methods with the help of relevant theories
and analysis tools. "After introducing the characteristics of the "online tax-banking loan"
business of JT Bank S Branch, we analyze the current marketing situation, problems, and the
practicalanalysis ofthe"online tax-bankingloan"business. Afterintroducingthe
characteristics of the "Online Tax Banking Loan" business of JT Bank S Branch, he analyzed
the current marketing situation, problems and marketing environment of the "Online Tax
Banking Loan" business. After that, we analyzed the STP theory and 7Ps theory and
formulated the marketing strategy of JT Bank's "Online Tax Banking Loan" business. The
general idea of the marketing of "online tax-banking loan" business of JT Bank S Branch is to
change the traditional marketing concept, give full play to the integration effect of data,
channels and resources, focus on the construction of a regular marketing system and the
synergy between online and offline, and form a continuous and stable source of customer
acquisition.We
combine
the
marketing
strategies
of
product,price,
place,promotion,people,process and physical evidence to promote the "online tax-banking
loan" business, so as to achieve bulk customer acquisition, rapid response and better customer
experience. Finally, based on the theory of multiple corporate identity, we propose the
corresponding guarantee measures for the "online tax-banking loan" business of JT Bank S
branch, specifically: guarantee of good public relations, guarantee of marketing team system,
guarantee of marketing talent incentive, and propose the analysis of the estimated effect of
marketing strategy.
Through the analysis, this paper proposes the marketing strategy of "online tax-banking loan"
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