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论文编号：	14537
作者编号：	2320213538
上传时间：	2024/6/1 16:36:16
中文题目：	工商银行定州支行小微企业普惠金融营销策略及其实施保障研究
英文题目：	Research On The Marketing Strategy And Implementation Guarantee Of Inclusive Finance Of DingZhou Branch Of ICBC
指导老师：	李桂华
中文关键字：	定州支行；小微企业；普惠金融；服务营销；营销策略
英文关键字：	Inclusive finance；Service marketing；Marketing strategy；Micro businesses；Dingzhou branch
中文摘要：	我国的服务业伴随着经济的快速发展，已经成为了国家经济增长的重要一环，银行业作为现代服务业的重要组成部分，也随着市场经济的繁荣呈现出了日趋激烈的竞争态势。伴随着各地方银行及股份制银行的加入，且金融产品同质化问题严重，各家银行不得不转变传统思想，开始研究新的营销策略与产品。在银行服务的众多客户群体中，小微企业是一个不可或缺的群体，该类企业在我国经济发展过程中有着具足轻重的作用，在保持经济增速、维持社会稳定，保证就业方面都发挥着重大作用。普惠金融是我国商业银行在银行新常态下积极转型发展的重大成果，同时也是银行寻找新的利润增长点的重大策略选择。 小微企业的发展离不开资金的注入，目前小微企业的主要融资渠道仍是银行。本文基于工商银行定州支行作为案例进行分析，首先介绍了研究背景与研究意义，对相关概念进行界定，重点介绍了目标市场与市场定位STP理论以及服务营销的7P理论。通过以上工具对定州支行面临的宏观形式与微观环境，以及当前的营销现状进行了详细的分析，发现定州支行在对小微企业营销过程中存在市场定位，营销流程，团队建设，考核机制，渠道，展示几方面的问题，最后根据服务营销的7Ps理论，针对工商银行定州支行面临的问题，提出了相关的改进措施。首先对定州区域不同行业的小微企业客户进行定分类，针对体品行业，汽车零部件行业，畜牧业，园林种植业制定差异化的营销策略。对人员方面，提高普惠金融客户经理队伍的整体素质，同时通过考核机制，一方面激发客户经理营销的积极性。另一方面通过对客户经理尽职免责制定以及一定程度的免责，使客户经理不在营销过程中过于对企业苛责。通过现有的系统水平，管理行与支行联动，扩展获客渠道，同时进行线上线下的整合营销。打破部门壁，真正做到部门间协作，GBC联动，一方面能从多个角度解决客户的金融需求，另一方面也有助于增强客户粘性，提高获客效率。
英文摘要：	With the rapid development of economy, service industry in our country has become an important part of national economic growth. Banking as an important component of modern service industry, also presents increasingly fierce competition with the prosperity of market economy. With the entry of local banks and joint-stock banks, and the problem of homogenization of financial products is serious, banks have to change their traditional ideas and start to study new marketing strategies and products. Among the many customer groups served by banks, small and micro enterprises are an indispensable group. Such enterprises play a significant role in the process of China's economic development, and play a significant role in maintaining economic growth, maintaining social stability and ensuring employment. Inclusive finance is a major achievement of China's commercial banks' positive transformation and development under the new normal of banking, and it is also a major strategic choice for banks to find new profit growth points. The development of small and micro enterprises cannot be separated from the injection of capital, and the main financing channel of small and micro enterprises is still the bank. Based on the case study of Dingzhou Branch of Industrial and Commercial Bank of China, this paper first introduces the research background and significance, defines related concepts, and focuses on the STP theory of target market and market positioning and the 7P theory of service marketing. Through the above tools, this paper makes a detailed analysis of the macro-form and micro-environment faced by Dingzhou Branch, as well as the current marketing status, and finds that Dingzhou Branch has problems in market positioning, marketing process, team building, assessment mechanism, channels and display in the marketing process of small and micro enterprises. Finally, according to the 7Ps theory of service marketing, In view of the problems faced by Dingzhou Branch of ICBC, the relevant improvement measures are put forward. First of all, small and micro enterprise customers in different industries in Dingzhou are classified, and differentiated marketing strategies are formulated for the body industry, auto parts industry, animal husbandry and garden planting industry. In terms of personnel, improve the overall quality of the inclusive finance account manager team, and stimulate the enthusiasm of account managers in marketing through the assessment mechanism on the one hand. On the other hand, through the formulation of due diligence exemption for account managers and a certain degree of exemption, account managers will not be too harsh on enterprises in the marketing process. Through the existing system level, the management bank and sub-branch linkage, expand customer channels, and carry out online and offline integrated marketing. Break the departmental wall, truly achieve inter-departmental collaboration, GBC linkage, on the one hand, can solve the financial needs of customers from multiple angles, on the other hand, also help to enhance customer stickiness, improve customer acquisition efficiency.
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