Abstract
In recent years, the national financial industry has developed rapidly, and the
financing channels of major enterprises are becoming more and more abundant.
However, for most small and micro enterprises, the most important and easiest
channel to obtain financing is commercial banks. As one of the six commercial banks
in China, the postal storage bank has always insisted on “serving small and micro
enterprises” as its strategic goal for a long time. However, as ZZ branch is still in the
initial stageof branchestablishment, themarketing promotion ofmarketing,
especially small and microenterprises, lacks systematic research andstrategic
development, so it is difficult to get continuous impetus in the process of business
sustainable development. Systematic research on loan market of small and micro
enterprises and setting up scientific and effective marketing strategies and plans are
the basis for promoting the long-term development of loan business of small and
micro enterprises in the future. Hence, the paper mainly carries out a detailed study on
ZZ branch of the Postal Savings Bank of China (PSBC), and uses the formulation and
optimization of marketing strategy to improve the marketing efficiency of small and
micro enterprise loans of ZZ branch of PSBC.
Firstly, the paper mainly explains the business structure and business process of
ZZ branch of PSBC, and then introduces its marketing status; Then, the paper
analyzes the problems of the loan business of small and micro enterprises in ZZ
branch by using the method of questionnaire. The problems include lack of scientific
product portfolio, single business structure, imperfect pricing mechanism, complex
business process, and lack of effective channels for customers. Secondly, it analyzes
the macro atmosphere of ZZ branch and the overall environment of the industry, and
uses SWOT analysismethod to get thefield and direction oflater business
development of ZZ branch. Thirdly, combining with the strategies of product mix,
pricing, publicity, channel expansion and personnel training in the 7PS marketing
theory, it is concluded that ZZ branch should give full play to the advantages of
product mix in product strategyand constantly innovate product research and
development. The promotion aspect should give full play to the advertising effect, the
development scenepublicity; Interms of channels,multi-channels should be
integrated to activate high-quality customers; In terms of personnel strategy, we
shouldoptimizetherecruitment mechanism,improvetheaccountmanager
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construction mechanism, and improve the training mechanism. Thirdly, combining
with the strategies of product mix, pricing, publicity, channel expansion and personnel
training in the 7PS marketing theory, it is concluded that ZZ branch should give full
play to the advantages of product mix in product strategy and constantly innovate
product research and development. The promotion aspect should give full play to the
advertisingeffect,thedevelopmentscenepublicity; Intermsofchannels,
multi-channels should be integrated to activate high-quality customers; In terms of
personnel strategy, it is necessary to optimize the recruitment mechanism, improve the
account manager construction mechanism, and improve the training mechanism. In
terms of process strategy, it is supposed to optimize the loan approval procedures,
enrich the approval methods, and improve the credit timeliness. To ensure the smooth
implementation of marketingstrategy, this paper puts forwardthree safeguard
measures: system guarantee, operation guarantee, and personnel guarantee, thus
improving the marketing level and marketing performance of small, medium, and
micro enterprise loan business of ZZ branch.
This paper mainly aims at the problems existing inthe small and micro
enterprise loan business of ZZ branch of PSBC at the present stage, and puts forward
the correspondingdevelopment strategies,which providesnew referenceand
guidance forthe transformationand upgrading.It also discussesthe market
competition and marketing management of ZZ branch of PSBC. In today's fierce
competition, ahigh degreeofmarketization isof greatsignificance tothe
development of financing business of small and micro enterprises.
Key words: Postal Savings Bank of China; Financing channels; Loans for small
and micro enterprises; Marketing strategy
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青岛大学硕士学位论文
目录
第 1章绪论................1
1.1研究背景...............1
1.2研究目的与意义.................2
1.2.1研究目的..................2
1.2.2研究意义..................2
1.3国内外研究现状.................3
1.3.1国外研究现状.................3
1.3.2国内研究现状.................4
1.3.3文献综述..................7
1.4研究内容与方法.................7
1.4.1研究内容..................7
1.4.2研究方法..................8
1.4.3研究思路..................8
第 2章相关概念及理论基础..............10
2.1概念界定....................10
2.1.1小微企业信贷融资..............10
2.1.2商业银行信贷业务..............11
2.1.3小微企业................11
2.2相关理论....................12
2.2.1 7Ps营销理论.................12
2.2.2 PEST分析法..................13
2.2.3 SWOT分析法................13
第 3章邮储银行ZZ分行小微企业贷款业务营销现状及问题.......14
3.1邮储银行企业介绍..................14
3.2小微企业贷款业务架构及流程状况...........16
3.2.1小微企业贷款业务结构.............16
3.2.2小微企业贷款业务流程.............16
3.2.3营销现状................17
3.3现行小微企业贷款业务营销策略调研分析.............18
3.3.1调查目的................18
3.3.2调查设计与实施...........19
3.3.3调研结果统计分析..............19
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