《民生银行面向中小企业融资营销策略研究_毕业论文》.doc

摘 要 中小企业作为市场经济中最活跃的组成部分，在国民经济生活中起着十分重要的作用，但中小企业融资难的问题却迟迟得不到解决，这引起了政府和社会的广泛关注。商业银行作为我国中小企业最为直接的融资渠道，由于一系列因素的影响，对中小企业一直都持以惜贷的态度。民生银行看到了中小企业融资市场的巨大潜力，率先提出了针对中小企业融资业务的营销战略，获得了一些成功，但同时也引来竞争者的加入。 本文采用服务营销理论对民生银行中小企业融资业务的营销策略进行了研究。首先，本文介绍了民生银行及其中小企业融资业务的发展概况，陈述了民生银行在中小企业融资领域多年的运作经验，这些为民生银行在该领域的发展打下了坚实基础。然而，由于国内中小企业自身的发展具有很大的不确定性等因素，导致民生银行的中小企业融资业务发展存在着一定的困难。针对此问题，本文借鉴了国内外一些在中小企业融资领域较为成功银行的营销经验，并运用 SWOT 分析工具对民生银行所处的营销环境进行了剖析，找出了民生银行中小企业融资业务增长的突破口，确定了民生银行中小企业融资业务目标市场并对其市场定位。最后，本文根据4P的服务营销组合，从产品、定价、渠道、促销方面提出了民生银行的具体营销策略。 关键词：民生银行，中小企业融资，服务营销，营销策略Abstract As one of the most active segments of market economy, SMEs (Small and medium enterprises) play a very important role in national economy. However, for a long period of time, the problem about financing SMEs has caused extensive concern of the government and society. Due to a series of factors, China’s commercial banks, the most direct financing channels for SEMs, hold the attitude of the credit. CMBC (China MinSheng Bank) saw a huge potential market of SMEs’ financing, and proposed the marketing strategy focusing on financing SMEs firstly. CMBC gain some success in the marketing, but also attached competition from peers. This paper selects the prospective of service marketing to analysis and study CMBC’s financial marketing focusing on SMEs, based on the service-oriented business philosophy of CMBC. Firstly, the paper introduced the China MinSheng bank and its financing business development status, from which we can understand that the CMBC has already had several years’ practical service experiences in financing area to small and medium enterprises. And these experiences laid a solid foundation for development in the SMEs financial field. However, because of the uncertainty and volatility of domestic SMEs’ development, the financing business has a serious of difficulties. Focusing on solving this problem; the paper referred the experiences of domestic and foreign enterprises. Moreover, in order to improve the accuracy o