星展银行中小企业设备贷款营销方案优化.pdfVIP

摘要 在我国市场经济的不断发展的进程中，中小企业在我国经济和社会持续发展中所处的地位不 断的上升，其所发挥作用和影响力逐步增大。我国中小企业对我国经济增长、劳动力就业、社会 稳定做出了巨大贡献。在此背景下，中小企业融资难问题始终无法得到解决和改善，该问题受到 社会的广泛关注。 本文旨在从国内中小企业的融资现状及现有融资模式进行研究分析，从改进创新的角度出 发，通过对星展银行的中小企业设备贷款的产品结构缺陷及在产品营销及银行内部贷款操作流程 中的存在的诸多问题，例如银行营销途径单一、贷款申请内部审核时间久、放款速度慢等问题， 及作为贷款的抵押担保品的保值风险、贷款销售及操作人员素质低下及品牌建设及产品创新中存 在的一系列问题进行讨论研究并提出改进一些建设性的改进方案，比如采用营销组合、价格营销 等方法更新现有营销模式、开拓营销范围、优化营销人员素质及提高贷款营销操作流程中的效率、 优化担保品结构、营销风险内部监控等，从而进一步提高该产品的总收益及实现其利润最大化并 且使星展银行的中小企业设备贷款可以更满足及贴合国内中小企业的融资需求。 通过对产品星展银行中小企业设备贷款产品的营销流程进行研究讨论，在对其改进创新的过 程中，提出完善国内中小企业融资难的对策建议，从而有助于完善国内中小企业的现有融资模式， 促进国内中小企业融资健康发展。 关键词：中小企业 商业银行 设备贷款 Abstract In the process of the development of China’s market economy，The small and medium enterprises have more important portion and influence on the China’s economy and social development. China’s small and medium sized enterprises provide great contribution on our economy development, labor employment and social stability. Under such background, our country’s SMEs are still facing great challenges in financing, such issue can not be improved and resolved, and always attract the wide attention of the society. This paper is proposed to do the research and analysis on the situation of the current local SME financing and it’s present financing model, through the research on the disadvantage of the product structure and the lots of problem in the marketing and operation of the product, including the only marketing methods of the products, long time of the internal application of the loan, slow speed of the loan disbursement, and value saving risks of the security, low quality of marketing and operation staff and the problem of brand construction and production innovation of the SME equipment mortgage loan of DBS Bank from the improvement and innovation view, to further improve the tota