小额信贷公司营销策略.docVIP

摘 要 作为一种成功的扶贫手段，小额信贷起源于20世纪70年代的孟加拉国。它通过“检验性贷款”和“后续性贷款”等特殊的制度设计，直接向贫困农户提供无须抵押，但利率稍高的小额度贷款。孟加拉国小额信贷为金融创新提供了新思路，也为各国小额信贷的发展提供了模版。目前国际上小额信贷的发展呈现良好态势。作为发展中国家的中国，小额信贷也得到了较快的发展。从2005年出现的农村小额贷款公司到2007年末进入市场的村镇银行，无一不是小额信贷成功的典范。随着时间的发展，小额信贷在秉承前有‘普惠金融’的基础上，更加关注了为尽可能多的中低收入群体提供全方位的金融服务。 本文的研究思路是介绍小额信贷的基本内涵和背景，结合当前形式分析小额信贷公司面临的宏微观环境并运用细分市场理论确定小额信贷公司的目标市场，进行市场定位，然后运用营销学的4P理论对目标市场进行有针对性的营销策略。 本文最后将着眼于鄂尔多斯市小额信贷公司，通过分析其内外部环境得出其应当运用的营销策略。 关键词：小额信贷公司；宏微观环境；细分市场；目标定位；营销策略 Abstract As a successful tool for poverty alleviation, microfinance originated in the 20th century, Bangladesh, 70 era. Micro-credit does loan by Cross-test and Follow-up loans ,with this special system ,microfinance designed to provide directly loan to poor households without collateral, but the small amount of slightly higher interest rate loans.Microcredit in Bangladesh not only provides a new idea for financial innovation , but also for the development of national microfinance. in the current ,Microfinance shows a good trend. As a developing country- China, micro-credit got a rapid development. from the first small loan companies in 2005 to enter the market in late 2007 village banks, all shows that micro-credit are successful.Over time, microfinance in adhering to the front of Inclusive Financial,on the other hand it notes that concern of many low-income groups ,and it increases the full range of financial services. Idea of this study is to introduce micro-credit, Include basic content and background, the macro and micro environment small companies are facing then use theory to define the target market of micro-credit and then use of the 4P marketing theory to formulate marketing strategies. Finally, we will focus on the Ordos City, by analyzing its internal and external environment to formulate marketing strategy. Keywords: Micro-credit company; macro and micro environment; market segments; target location; Marketing Strategy 目 录 引言 1 第一章 小额信贷公司概述 2 1.1小额信贷公司的概念和特点 2 1.2小额信贷公司发展历程 4 1.2.1小额信贷公司国外发展历程