Z银行小微企业互联网贷款产品营销策略优化研究

【作者】 张敏；

【导师】 傅康生； 栾成凯；

【作者基本信息】 南京师范大学 ， 工商管理（专业学位）， 2023， 硕士

【摘要】 小微企业对于国民经济发展的作用不可或缺,近几年,政府机构陆续推出了一系列支持小微企业发展的政策,包括扩大融资路径、提高服务覆盖范围、降低融资费用等多个方面来促进小微企业的发展。因此,小微企业信贷市场逐步变为一片蓝海,市场前景广阔。同时金融科技的运用为中小银行发展带来了颠覆性的转变,依托大数据风控、线上触达渠道和人工智能授信创新打造的小微企业互联网贷款,使中小银行持续将金融服务下沉,覆盖了更多的小微企业。Z银行利用深耕当地小微企业市场多年的优势,致力于为广大小微企业提供更加优质的金融产品与服务。但如今将面临新的市场竞争形势,既要面对互联网银行小微企业贷款办理便捷、模式灵活、产品丰富等竞争压力,也要面对大型商业银行加大小微企业领域资源投入后,通过更加成熟的大数据分析能力及资本优势,以更低的利率占领头部小微金融市场的压力,其小微金融业务发展也面临了一系列新的挑战。本文以Z银行小微企业互联网贷款现有的营销策略与实际营销成效的差距和改善方面作为出发点,通过文献检索、考察调研、案例分析等方法分析Z银行小微企业互联网贷款产品营销拓展现状,结合运用STP战略理论、7Ps营销理论等对Z银行小微企业互联网贷款产品业务的市场定位策略与营销组合策略进行分析,发现当前营销策略存在产品适用客群范围窄、定价缺乏精细化管理、渠道管理混乱等问题,并在产品、定价、促销、渠道等方面提出针对性建议和实施的保障措施,助力Z银行小微企业互联网贷款业务营销质效提升及小微金融业务发展。本篇论文的研究成果对于商业银行如何更加高效地开展小微企业互联网贷款业务,更加精准地为小微企业提供融资服务,以及更好地推动商业银行的持续性发展具有重要意义。更多还原

【Abstract】 In recent years,government agencies have launched a series of policies to support the development of micro,small and medium-sized enterprises,including expanding the financing path,improving the coverage of services and reducing the cost of financing.Therefore,the micro and small enterprise credit market gradually becomes a sea of blue,the market prospect is broad.At the same time,the use of fintech has led to a disruptive shift in the development of small and medium-sized banks.Internet lending for small and medium-sized enterprises,built on innovations such as big data wind control,online access and artificial intelligence,has allowed them to continue to sink financial services to cover more small and medium-sized enterprises.Taking advantage of the local microenterprise market for many years,Z Bank is dedicated to providing better financial products and services to the majority of microenterprises.But now we will face the new market competition situation,not only the competition pressure of internet bank to handle the loan easily,the model is nimble and the product is abundant,but also the pressure of large commercial bank to occupy the head micro-finance market with lower interest rate after increasing the investment of resources in the micro-finance field through more mature big data analysis ability and capital advantage.Based on the gap and improvement between the current marketing strategy and the actual marketing effect of Z Bank Microenterprise Internet loan,this paper analyzes the current marketing development situation of Z Bank Microenterprise Internet loan products by literature search,investigation and case analysis.The research results of this thesis are of great significance to commercial banks in how to carry out the Internet lending business of micro and small enterprises more efficiently,provide financing services to micro and small enterprises more accurately,and promote the sustainable development of commercial banks.更多还原