民生银行微小企业贷款业务营销策略分析.pdfVIP

摘 要 改革开放以来，以个体经济、私营经济等为代表的微小企业不断发展壮大， 已成为社会主义市场经济中的重要组成部分，发挥着越来越重要的作用。实践也 证明，大力发展微小企业，有利于繁荣城乡经济、扩大社会就业、改善人民生活， 促进社会经济的持续、健康发展。但是，微小企业在发展过程中融资难的问题， 已经成为阻碍微小企业进一步发展壮大的最大瓶颈。然而，在金融“脱媒”的大 趋势下，以及银行之间竞争加剧的大环境下，越来越多的商业银行开始关注微小 企业贷款领域，各家商业银行也相继推出了专门针对微小企业融资的金融产品和 服务。 本文从民生银行大力发展微小企业贷款业务的角度出发，研究了我国商业银 行微小企业贷款业务的现状、民生银行发展微小企业贷款业务面临的宏观环境以 及行业竞争环境等一系列问题，发现了民生银行的微小企业贷款业务在面临激烈 的市场竞争环境下的优势和劣势，并以特定的建材家装行业为例，提出了民生银 行富有针对性的组合营销策略，为民生银行开拓其他专业市场的微小企业客户提 供了重要的参考依据。 关键词：微小企业，贷款，营销策略，民生银行 I ABSTRACT Since the reform and opening up in China, micro business represented by individual economy and private economy has been developing very fast; it has become an important part of socialist market economy and is playing an increasingly important role. Practice has proved that to develop micro businesses, is conducive to the prosperity of urban and rural economy, expanding employment opportunities, and improving peoples lives, promoting social and economic sustainable and healthy development. However, micro business financing difficulties in the development process, has become the biggest bottleneck to block their further development and growth, in the trend of financial disintermediation, as well as increasing competition among banks, more and more commercial banks started to pay attention on micro business lending, a large amount of specifically financial products and services for micro business have been launched. This paper, based on the CMBC point of view, investigate the status quo of Chinese commercial banks to develop micro business loan