MBA教育中心知识库

小微企业作为我国经济发展的重要力量，对稳定就业、促进创新、增强市场活力具有关键作用。近年来，政府为促进小微企业的成长，推行了一系列普惠金融政策，这为商业银行拓展小微企业贷款服务创造了有利契机。然而，综观国内商业银行在此领域的发展，小微企业贷款业务尚显稚嫩，其中，市场营销策略的不足是一个关键制约因素。加之疫情后续影响，银行面临贷款违约率攀升的挑战，同时对优质小微企业信贷需求激增。因此，国有商业银行需优化其营销策略，以提升小微企业贷款市场的占有率，并确保营销策略与银行总体战略协同一致，从而最大化市场营销的效能。

本研究聚焦于建设银行XHL支行的小微企业贷款业务营销策略，以7Ps营销组合理论为框架，运用文献研究，系统分析XHL支行当前营销策略的状况。通过问卷调查以及员工访谈的方式，搜集客户和员工意见与建议，以诊断XHL支行在小微企业贷款营销中存在的问题。针对这些问题，依据市场营销环境分析理论，深入剖析XHL支行所处的市场环境，并依据7Ps理论，从产品、价格、渠道、促销、人员配置、有型展示及服务流程等七个维度提出改进策略。为确保策略有效实施，XHL支行还需在人力资源管理、风险控制、管理模式革新以及产品与定价权限的获取等方面构建支持体系。

本研究的根本目的在于应对建设银行XHL支行在小微企业贷款市场营销实践中遭遇的挑战，以帮助其精准市场定位，达到更好的营销效果。此外，本研究成果亦能为其他商业银行在同类业务的市场营销中，给予一定的理论支持与实践帮助。

As a crucial force driving China's economic development, small and micro-enterprises (SMEs) play a pivotal role in stabilizing employment, fostering innovation, and enhancing market vitality. In recent years, the government has introduced a series of inclusive financial policies to promote the growth of SMEs, presenting favorable opportunities for commercial banks to expand their SME lending services. However, an overview of domestic commercial banks' development in this field reveals that SME lending business is still in its infancy. Notably, inadequate marketing strategies constitute a key constraint. Furthermore, in the aftermath of the pandemic, banks are confronting rising loan default rates while witnessing a surge in credit demand from high-quality SMEs. Consequently, state-owned commercial banks need to optimize their marketing strategies to increase their market share in SME lending and ensure that these strategies align with the bank's overall strategy, thereby maximizing marketing effectiveness.

This study focuses on the marketing strategy for SME lending business at XHL Branch of China Construction Bank (CCB), employing the 7Ps marketing mix theory as a framework and utilizing literature research to systematically analyze the current state of XHL Branch's marketing strategies. Through questionnaires and interviews, customer feedback and suggestions were collected to diagnose the issues in XHL Branch's SME lending marketing. Addressing these issues, the study conducts an in-depth analysis of XHL Branch's market environment based on marketing environment analysis theory and proposes improvement strategies across seven dimensions: product, price, place, promotion, people, physical evidence, and process. To ensure effective strategy implementation, XHL Branch must also establish a support system encompassing human resource management, risk control, management model innovation, and the acquisition of product and pricing authorities.

The fundamental aim of this study is to address the challenges faced by XHL Branch of CCB in its SME lending marketing practices, assisting it in precise market positioning to achieve better marketing outcomes. Additionally, the research findings can provide theoretical support and practical assistance to other commercial banks in their marketing efforts for similar businesses.