富滇银行中小企业客户信贷营销策略研究-工商管理专业论文.docx

摘 摘 要 万方数据 万方数据 摘 要 在人民币国际化、利率市场化和金融脱媒的趋势化背景下，金融市场的竞争 越来越激烈，金融创新层出不穷。依靠利差收入获得利润的传统商业银行要想在 这一新的时代背景下具有竞争优势，获得一席之地,看似是一件不容易的事情。 城市商业银行在顺应国家经济政策变化同时，需要找到突破口，并重新审视自身 的营销战略与策略，将目标客户从传统的大型国有企业转向了占有较大比例、代 表新兴产业发展的中小企业客户，将银行自身定位为“中小企业客户银行”，再 结合银行自身的资源禀赋和中小企业的具体情况来实施差异化的信贷营销策略。 诚然，城市商业银行与一般企业相同，其经营目的同样是追求利益最大化，为了 实现利益，城市商业银行应建立一个优质的中小企业客户群体，并重视这一客户 群体的发展。因此，解决好中小企业融资的问题不仅是国家宏观经济应该关注的 问题，商业银行为了获得中小企业客户这一资源，解决其融资问题也是商业银行 营销战略与策略的重要方面。 文章的研究对象是富滇银行，本文首先对市场营销的相关理论进行阐述，分 析中小客户的界定范围以及经济特点。其次，在研究市场营销相关理论和商业银 行客户营销理论的基础之上，分析富滇银行目前对中小企业的信贷营销现状及问 题。再次，结合现状和问题，有针对性地提出一套能够促进银行和企业间实现双 赢局面并共同发展的信贷营销战略与策略。最后，通过研究大量的文献资料和市 场调研，结合富滇银行的实际情况，分析总结出在现有的经济环境和市场竞争环 境下，富滇银行对中小企业客户信贷营销战略与策略选择及保障措施。 关键词：富滇银行;中小企业;产品营销;营销策略与战略 I Abst Abstract Abstract Against the background of RMB internationalization, interest rate liberalization and financial disinter-mediation,competition in the finance market is increasingly fierce and financial innovation is emerging continuously.Today, it is difficult for the traditional bank to gain competitive advantage just depend on making profit from interest margin.City commercial banks need to find the breakthrough meanwhile to adapt to the change of national economic policy. They should take a new look at their marketing strategy and target customer. Therefore, changing the target customer from national large-scale enterprises to the small and medium-sized enterprises which make a considerable proportion and represent the development of emerging industry. The right position for current bank is “the small and medium-sized enterprises bank”. Practicing differentiated marketing tactics should combine the own resource of banks and the particular circumstances of the small and medium-sized enterprises.Like every enterprise, the city commercial bank also has profit-seeking nature, so the city commercial bank need to develop a group of high quality small and medium-sized enterprises. For those reasons, the demand of small and medium-sized enterprises is not just the probl