【作者】 李琳；

【导师】 薛伟贤；

【作者基本信息】 西安理工大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 当前,世界面临“百年未有之大变局”,各行各业机遇与挑战并存,银行业也是风起云涌。尤其是2020年初的“新冠”疫情席卷全球,营销环境变化极大。MS银行的战略定位是“民营企业的银行”,民营企业和小微企业金融服务空间巨大。在新的营销环境之下,MS银行的“凤凰计划”以及改革转型正进入关键时期。因此,本文试图从营销的视角对MS银行郑州分行小微企业业务的转型发展进行研究,以发现并解决其存在的问题。基于市场营销理论,本文以MS银行郑州分行为研究对象,研究其小微企业业务营销策略。在介绍小微企业发展现状的基础上,首先对MS银行及其郑州分行进行了基本介绍,通过问卷调查和员工访谈,整理了 MS银行郑州分行小微企业业务的市场定位、4P策略及相应的管理现状,结合营销理论、访谈、友商对比等总结出MS银行郑州分行小微企业业务存在的营销问题。其次,运用PEST分析法、五力模型分析其外部环境,运用价值链分析法分析其内部环境,运用SWOT分析得出MS银行郑州分行小微企业业务的市场机会和发展方向。然后,选择地理区域、小微企业客户类型和业务类型三个市场细分因素细分小微企业业务市场,选择了核心目标市场和重要目标市场,进一步明确了小微企业业务的市场定位。基于STP分析,针对前文诊断出的问题,从产品、价格、渠道、促销四个维度对MS银行郑州分行小微企业业务提出优化策略。最后,为保障小微企业业务营销策略的顺利实现,提出了强化小微企业业务的营销理念、加强人力资源建设、持续加强信息化、数字化和精益化管理、基于信贷资产质量建立全新风险控制模式等实施建议。本文对MS银行郑州分行小微企业业务营销策略的研究需要在实践中进行检验,并结合营销环境的变化、MS银行郑州分行战略目标、内部组织架构和业务流程的持续优化、风控体系的完善和人员队伍的建设等方方面面,进行持续的调整和优化。希望本文的研究能进一步促进对MS银行郑州分行小微企业业务的发展,支撑MS银行的转型发展和战略落地,同时也能对其他银行小微企业业务发展有所裨益。更多还原

【Abstract】 At present,the world is facing "great changes unseen in a century".Opportunities and challenges coexist in various industries,and the banking industry is also surging.In particular,the "new crown" epidemic in early 2020 has swept the world,and the marketing environment has changed greatly.The strategic positioning of MS Bank is "a bank for private enterprises",and there is a huge financial service space for private enterprises and small and micro enterprises.Under the new marketing environment,MS Bank’s "Phoenix Plan" and reform and transformation are entering a critical period.Therefore,this article attempts to study the transformation and development of the small and micro enterprise business of Zhengzhou Branch on MS Bank from the perspective of marketing,in order to discover and solve its existing problems.Based on marketing theory,this article uses Zhengzhou Branch on MS Bank as the research object to study its small and micro enterprise business marketing strategies.On the basis of introducing the status quo of the development of small and micro enterprises,it first introduced MS Bank and its Zhengzhou branch.Through questionnaire surveys and employee interviews,the market positioning of Zhengzhou Branch on MS Bank ’s small and micro enterprise business,4P strategy and corresponding The management status quo,combined with marketing theory,interviews,and comparisons with friends,summarized the marketing problems existing in the small and micro enterprise business of Zhengzhou Branch on MS Bank.Secondly,use the PEST analysis method and the five forces model to analyze the external environment,use the value chain analysis method to analyze the internal environment,and use the SWOT analysis to get the market opportunities and development direction of the small and micro enterprise business of Zhengzhou Branch on MS Bank.Then,the three market segmentation factors of geographic region,small and micro enterprise customer type and business type were selected to subdivide the small and micro enterprise business market,and the core target market and important target market were selected to further clarify the market positioning of the small and micro enterprise business.Based on the STP analysis,in response to the problems diagnosed in the previous article,we propose an optimization strategy for the small and micro business of Zhengzhou Branch on MS Bank from the four dimensions of product,price,channel,and promotion.Finally,in order to ensure the smooth realization of business marketing strategies for small and micro enterprises,implementation suggestions were put forward to strengthen the marketing concept of small and micro enterprise business,strengthen human resources,continue to strengthen informatization,digitalization and lean management,and establish a new risk control model based on the quality of credit assets.In this paper,the research on the marketing strategy of the small and micro enterprise business of Zhengzhou Branch on MS Bank needs to be tested in practice,combined with the changes in the marketing environment,the strategic objectives of Zhengzhou Branch on MS Bank,the continuous optimization of internal organizational structure and business processes,and the improvement of the risk control system Continue to adjust and optimize all aspects such as the construction of the personnel team.It is hoped that the research in this article can further promote the development of the small and micro enterprise business of Zhengzhou Branch on MS Bank,support the transformational development and strategic implementation of MS Bank,and also benefit the development of other banks’ small and micro enterprise business.更多还原