【作者】 徐鹏；

【导师】 张鹏；

【作者基本信息】 山东大学 ， EMBA（专业学位）， 2024， 硕士

【摘要】 普惠金融业务是有关国计民生的国家战略。十年来普惠金融业务得到党中央、国务院的高度重视,在监管和政策方面给予了大力的支持。全民普惠金融服务体系也基本形成。2023年10月印发的《国务院关于推进普惠金融高质量发展的实施意见》中指出,要有序推进普惠金融业务发展,健全普惠金融服务体系。TA银行是一家地方性股份制商业银行,主要为TA地区的个人和企业提供金融服务。作为一家城市商业银行,它主要在一个城市或特定区域内开展业务,并致力于支持地方经济发展。由于TA银行开展普惠金融业务起步较晚,对于市场的调研不够充分,产品设计有一定的滞后性,虽然取得了一定的业绩增长,但还处于初期粗犷式发展,需要进行营销策略的进一步优化。本文通过访谈及问卷调查方式,收集TA银行普惠金融业务营销数据及营销建议,用PEST分析其宏观环境,用波特五力模型分析其所处的行业环境。基于上述分析结果借助SWOT分析模型,对TA银行普惠金融营销的优势与劣势、机会与威胁进行分析,得出TA银行普惠金融业务机会大于威胁的结论,TA银行应发挥品牌领先、国家政策支持的优势提升服务质量,提升市场占有率。通过STP分析,将制造业中的小微企业作为目标市场,发挥TA银行在地方金融服务中的优势,定位为能提供定制化产品及非融资类增值服务的银行。在产品策略方面打造普惠小微产品体系,强化“泰好贷”品牌建设;在价格策略方面实施差异化定价策略;在渠道策略方面,强化线上渠道,提升服务效率;促销策略方面,加大线上宣传力度;在人员策略方面,加强人员培训;在过程策略方面,简化审批流程;在展示策略方面,加大硬件投入,多渠道、多平台展示普惠产品。针对TA银行普惠金融业务营销制定的优化方案,不仅可以对TA银行普惠金融业务的营销实践进行指导,也对其他城市商业银行的普惠金融业务的营销提供了新的思路。本文突破了普惠金融业务营销体系不健全,市场营销策略不够系统等营销现状,通过科学完善的优化措施,来解决实际问题的难点和痛点,也为普惠金融市场营销的更进一步研究提供了理论和实践参考。希望通过相关研究可以使TA银行持续深耕普惠金融主战场,不断推动小微企业信贷规模增长,更好的为地方普惠金融作出贡献。更多还原

【Abstract】 Inclusive finance is a national strategy vital to the national economy and the people’s livelihood.Over the past decade,inclusive finance has received significant attention from the CPC Central Committee and the State Council,which have provided strong support in terms of regulation and policy.A nationwide inclusive financial service system has also been basically established.The "Opinions of the State Council on Advancing the High-Quality Development of Inclusive Finance," issued in October 2023,emphasizes the orderly advancement of inclusive finance business and the improvement of the inclusive financial service system.TA Bank is a local joint-stock commercial bank that primarily provides financial services to individuals and enterprises in the Taian region.As a city commercial bank,it operates mainly within a city or a specific region and is committed to supporting local economic development.Due to TA Bank’s late start in inclusive finance business,its market research is inadequate,and its product design lags behind.Although it has achieved certain business growth,it is still in the initial stage of rough development and requires further optimization of its marketing strategy.This paper collects marketing data and suggestions for TA Bank’s inclusive finance business through interviews and questionnaires,analyzes its macro environment using PEST,and its industry environment using Porter’s Five Forces model.Based on these analysis results,with the help of the SWOT analysis model,this paper analyzes the strengths,weaknesses,opportunities,and threats of TA Bank’s inclusive finance marketing,concluding that the opportunities for TA Bank’s inclusive finance business outweigh the threats.TA Bank should leverage its brand leadership and national policy support to enhance service quality and increase market share.Through an STP analysis,targeting small and micro-enterprises in the manufacturing industry,TA Bank leverages its advantages in local financial services to adopt a market positioning that emphasizes high-quality and efficient services.In terms of product strategy,it establishes a comprehensive product system for inclusive finance tailored to small and micro-enterprises and strengthens the branding of "Taihao Loan".For pricing strategy,it implements a differentiated pricing approach.In terms of channel strategy,it enhances online channels to improve service efficiency.For promotional strategy,it intensifies online marketing efforts.Regarding personnel strategy,it strengthens staff training.In process strategy,it simplifies approval procedures.For display strategy,it increases investments in hardware and showcases inclusive products through multiple channels and platforms.The optimization plan formulated for TA Bank’s inclusive finance business marketing can not only guide TA Bank’s inclusive finance business marketing practices but also provide new ideas for the marketing of inclusive finance business of other city commercial banks.This paper addresses the current marketing situation of inadequate and unsystematic marketing strategies for inclusive finance business.Through scientific and comprehensive optimization measures,it solves practical problems and pain points,providing theoretical and practical references for further research on inclusive finance marketing.It is hoped that through relevant research,TA Bank can continue to deepen its presence in the inclusive finance frontline,continuously promote the growth of SME credit scale,and better contribute to local inclusive finance.更多还原