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论文编号：	12914
作者编号：	2320190386
上传时间：	2021/12/14 0:28:18
中文题目：	XY银行天津分行小微企业服务营销策略优化研究
英文题目：	Research on Optimization of Service Marketing Strategy for Small and Micro Enterprises of XY Bank Tianjin Branch
指导老师：	张永强
中文关键字：	XY银行；小微企业；营销管理；服务营销策略
英文关键字：	XY Banks；Small and Micro Enterprises；Marketing Management；Marketing Strategy
中文摘要：	近年来，随着我国经济环境的变化，小微企业已经成为国民经济重要的增长点，该市场具备了巨大的发展潜力。与此同时，由于商业银行受到国家的强监管政策，促使其企业金融业务回归本源专注于服务结算型基础客户，由此低负债成本的小微企业客户对商业银行的贡献度将逐步提升，日益成为商业银行夯实公司客户基础、实现转型升级、推动稳健发展的战略选择，特别是在进行经济结构大调整的天津地区，小微企业客户更是不能忽略的市场。 然而长期以来，各商业银行介于小微企业客户群体单体利润贡献低、人工成本占用高以及客户管理系统落后等问题，导致服务营销体系侧重于“抓大放小”的模式，而对于小微企业客户的关注点也局限于普惠金融信贷业务层面，并没有系统化的小微企业服务营销策略及架构设计，阻碍了商业银行对该市场的深度挖掘。但随着互联网、大数据等新技术革新，通过科技赋能商业银行的服务营销，使得对众多的小微企业客户的精细化管理的成本大幅降低，同时也为商业银行营销的模式和手段提供了更多的创新机会，使得开发该类客户市场的可行性大幅提升。 本文通过对XY银行天津分行对小微企业客群营销模式的现状调查，利用PEST分析模型工具对该银行开拓天津区域小微企业客户市场的整体宏观环境进行介绍，并查找出该银行针对小微企业营销中存在的问题和阻力；再基于小微企业的自身需求和特点运用营销管理的7Ps策略方法从产品、价格、渠道、促销、人员、过程、环境七个方面进行研究，准确聚焦目标客群并创新渠道获客的方法措施，从而提出了可行性的营销策略，同时为其他商业银行的小微企业的服务营销提供一定的借鉴作用。
英文摘要：	In recent years, with the change of China's economic environment, small and micro enterprises have become an important growth point of the national economy, and the market has a huge development potential. At the same time, due to the strong regulatory policies of the state, commercial banks return to their original source of corporate financial business and focus on serving basic settlement customers. Therefore, the contribution of small and micro business customers with low debt cost to commercial banks will gradually increase and increasingly become a strategic choice for commercial banks to consolidate their customer base, realize transformation and upgrading and promote steady development. Especially in Tianjin, where the economic structure is undergoing major adjustment, small and micro business customers are a market that cannot be ignored. However, for a long time, commercial banks have been facing such problems as low profit contribution of individual customer group of small and micro enterprises, high occupation of labor cost and backward customer management system. As a result, the service marketing system focuses on the mode of "focusing on the big while leaving the small", and the focus of small and micro enterprise customers is also limited to the level of inclusive financial credit business. There is no systematic marketing strategy and structure design for small and micro enterprises, which hinders commercial banks from digging deeply into this market. But with the Internet, the new technological innovation, such as large data through science and technology to the service marketing of commercial Banks, making many small micro enterprise customers the elaborating management cost greatly reduced, but also provides the commercial bank marketing mode and means more opportunities for innovation, make the feasibility of this kind of customer market development increased substantially. Based on the investigation of the current situation of XY Bank Tianjin Branch's marketing model for small and micro enterprises, this paper introduces the overall macro environment of the bank's development of the customer market of small and micro enterprises in Tianjin region by using PEST analysis model tool, and finds out the problems and obstacles existing in the bank's marketing for small and micro enterprises. Then, based on the needs and characteristics of small and micro enterprises, the research is carried out from seven aspects of product, price, channel, promotion, personnel, process and environment by using the 7PS strategy method of marketing management, accurately focusing on the target customer group and innovating the methods and measures of acquiring customers through channels, thus putting forward the feasible marketing strategy. At the same time for other commercial banks of small and micro enterprises to provide a certain reference for the service marketing.
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