【作者】 刘丽丽；

【导师】 田虹；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 2000年后,在中国政府对信贷行业的政策扶持以及孟加拉乡村银行的创始人尤努斯教授和他的银行一起获得2006年诺贝尔和平奖后,小额信贷逐步被更多的人了解和议论,使得小额信贷真正走进了大家的视野。在诸多信贷公司中,融邤投资咨询有限公司的发展也小有成就,但在其信贷业务的营销策略上也存在一些问题,如何使得公司在合法合规的经营下健康生存、长远发展都是需要考虑的问题。本文以市场营销的基本理论和方法为基础,通过大量的市场营销和信贷业务相关文献的阅读和借鉴,综合运用管理学、市场营销学和服务营销等学科的相关理论知识,以融邤投资咨询有限公司为研究对象展开研究。通过深度剖释融邤投资咨询有限公司在信贷营销过程中存在的问题,并对其所处的宏观和微观环境,针对性地为公司建立一套匹配营销环境和具有市场竞争力的营销方案,以使其尽快走出发展窘境,进入迅速且良性发展的道路,同时为信贷行业的可持续发展提供可行性借鉴。首先,对融邤投资咨询有限公司信贷业务的营销现状进行分析。通过对公司发展状况及公司目前的产品现状、价格现状、渠道现状和促销现状进行了阐述,发现在营销过程中存在员工专业知识与职业素养缺乏、产品同质化严重、渠道营销不完善和促销策略守旧的问题。综合公司自身情况对营销过程中出现问题的原因进行分析总结。其次,对融邤投资咨询有限公司信贷业务的营销环境进行分析。结合公司目前信贷业务的营销现状,对其进行营销环境分析并制定匹配的营销策略。运用PEST分析方法从政治、经济、社会和技术四方面对信贷业务的宏观营销环境进行了分析。运用波特五力模型分析法从供应商、购买者、潜在竞争者、替代品和行业内竞争者五个方面来分析其微观营销环境。运用SWOT分析方法,发现公司自身具有的优势和劣势,明确当前及未来可能遇到机会和面临的挑战。最后,为融邤投资咨询有限公司信贷业务制定营销策略及实施保障。运用STP模型细分信贷业务市场,确定自己的目标市场,提出产品策略、价格策略、渠道策略和促销策略,并且从人才队伍的建设、服务水平的提高、征信问题的重视和营销管理体系的建设等多方向阐述公司信贷业务营销策略实施的保障计划。希望通过本文的研究,能为融邤投资咨询有限公司信贷业务的发展和市场竞争力的提高提供帮助,也为信贷同行业提供相关的经验,但市场是不断变化且复杂的,其制定和实施还要更深入地研究探索。更多还原

【Abstract】 After 2000,after the Chinese government’s policy support for the credit industry and the founder of Bangladesh Rural Bank Professor Yunus and his bank won the2006 Nobel Peace Prize,microfinance was gradually understood and discussed by more people.,So that microfinance has truly entered everyone’s vision.Among many credit companies,the development of Rongxin Investment Consulting Co.,Ltd.has also achieved little success,but there are also some problems in the marketing strategy of its credit business.Issues to consider.This article is based on the basic theories and methods of marketing,through a large amount of marketing and credit business related literature reading and reference,comprehensive use of relevant theoretical knowledge of management,marketing and service marketing and other disciplines to finance investment consulting Co.,Ltd.conducts research for the research object.Through in-depth analysis of the problems existing in the credit marketing process of Rongxin Investment Consulting Co.,Ltd.,and for the macro and micro environments in which it is located,it is targeted to establish a set of marketing solutions that match the marketing environment and market competitiveness In order to make it out of the dilemma of development as soon as possible and enter the path of rapid and benign development,at the same time provide a viable reference for the sustainable development of the credit industry.First,analyze the marketing status of Rongxin Investment Consulting Co.,Ltd.credit business.By explaining the company’s development status and the company’s current product status,price status,channel status and promotion status,it is found that there is a lack of employee professional knowledge and professional literacy,serious product homogeneity,incomplete channel marketing and promotion in the marketing process The problem of conservative strategy.Analyze and summarize the causes of problems in the marketing process based on the company’s own situation.Second,analyze the marketing environment of Rongxin Investment ConsultingCo.,Ltd.credit business.Based on the company’s current credit business marketing status,it analyzes its marketing environment and formulates a matching marketing strategy.The PEST analysis method is used to analyze the macro marketing environment of credit business from the political,economic,social and technical aspects.The Porter’s five-force model analysis method is used to analyze its micro marketing environment from five aspects: suppliers,buyers,potential competitors,substitutes and competitors in the industry.Use the SWOT analysis method to discover the company’s own advantages and disadvantages,and clarify the current and future opportunities and challenges.Finally,formulate marketing strategies and implement guarantees for Rongxin Investment Consulting Co.,Ltd.credit business.Use the STP model to subdivide the credit business market,determine your own target market,put forward product strategy,price strategy,channel strategy and promotion strategy Construction and other aspects of the company’s credit business marketing strategy implementation guarantee plan.It is hoped that through the research in this article,it can help the development of the credit business of Rongxin Investment Consulting Co.,Ltd.and improve the competitiveness of the market,and also provide relevant experience for the credit industry,but the market is constantly changing and complex.We must study and explore more deeply.更多还原