MBA教育中心知识库

近几年，我国经济发展十分迅速，在国民经济中小微企业占据的比重在不断增大，地位也越来越重要，因此与小微企业相关的市场业务也不断受到关注。小微企业在发展过程中对于资金的需求很难自我消化和解决，通常需要向外部进行借贷融资等，但是过去因为小微企业规模较小，借贷风险系数较高，导致小微企业借款困难，特别是在银行借贷过程中因为申请资料提交较为复杂，审批回复较慢，资金数额有限等导致小微企业不得不另寻他路。随着小微企业在市场经济中地位的变化以及大中型企业借贷对象的变化，整个银行业务链条出现了存储资金较多，但是借贷业务不足的情况，这样银行想要拓展业务必然在市场上寻找新的合作方和利益开发点，在这种情况下小微企业较为受到银行的青睐。

但是与以往不同，银行面临的竞争更加激烈，不仅仅要与市场上同类性质的金融机构进行竞争，还要应对银行之间的竞争，这样银行需要不断增强自身的实力和竞争力。国家及地方政府机构出台了相关政策，要求当地金融机构实现小微企业贷款资金规模和结余户数双增长，对于建设银行来说，支持小微企业发展，加强对本地小微企业融资业务的完善成为了近年来的重要战略目标。而在大力发展的过程中银行的营销策略就十分重要了，因此在本论文研究中选择了中国建设银行陇南分行小微企业贷款营销策略作为研究对象，通过文献查阅法、问卷调查法和实地走访调研了解当下小微企业的贷款需求，以及银行在业务开展过程中的不足之处，最终落脚于其营销策略上，明确当下的营销策略有哪些，这些营销策略中存在的问题，探究造成这些问题的原因，最终提供符合该行的贷款营销策略和策略实施保障性措施，不断提升该行的市场竞争力，最终转化为经济优势。并且通过具体的实例问卷调查和分析，为行业类似问题的解决提供有效的参考。

In recent years, China's economy has developed very rapidly. The proportion of small, medium-sized and micro enterprises in the national economy is increasing, and their position is becoming more and more important. Therefore, the market business related to small and micro enterprises has also been paid more and more attention.It is difficult for small and micro enterprises to digest and solve their own needs for funds in the process of development, and they usually need to borrow and finance from outside. However, in the past, small and micro enterprises had difficulties in borrowing because of their small scale and high lending risk coefficient, especially in the process of bank lending, because the submission of application materials was complex and the approval reply was slow, Due to the limited amount of funds, small and micro enterprises have to find another way.With the change of the status of small and micro enterprises in the market economy and the change of lending objects of large and medium-sized enterprises, there is a situation of more stored funds but insufficient lending business in the whole banking business chain. Therefore, if banks want to expand their business, they must find new partners and interest development points in the market. In this case, small and micro enterprises are more favored by banks.

However, different from the past, the competition faced by banks is more incentive, not only to compete with financial institutions of the same nature in the market, but also to deal with the competition between banks. In this way, banks need to continuously enhance their strength and competitiveness. National and local government agencies have issued relevant policies, requiring local financial institutions to achieve the double growth of the loan capital scale and the balance number of small and micro enterprises. For China Construction Bank, supporting the development of small and micro enterprises and strengthening the improvement of the financing business of local small and micro enterprises has become an important strategic goal in recent years. Therefore, in this paper, the small and micro enterprise loan marketing strategy of China Construction Bank Longnan branch is selected as the research object. Through literature review, questionnaire survey and field visit survey, we understand the current loan needs of small and micro enterprises and the shortcomings of banks in the process of business development, Finally, it will focus on its marketing strategy, clarify the current marketing strategies, the problems existing in these marketing strategies, explore the causes of these problems, finally provide loan marketing strategies and strategies in line with the bank, implement safeguard measures, continuously improve the market competitiveness of the bank, and finally turn them into economic advantages.And through the specific example questionnaire survey and analysis, it provides an effective reference for the solution of similar problems in the industry.