作为我国市场经济主体重要组成部分的小微企业，虽然在促进就业、稳定经 济、增加国家税收等方面对国内经济发展起到了重要的支撑作用，但是小微企业 在与商业银行的合作中，使用银行各项理财产品、各项授信产品等方面较大中型 企业仍处于先天劣势地位。小微企业的“融资难”、“融资贵”这类的问题依然 存在。对各家商业银行而言，一方面，金融脱媒已势不可挡，商业银行作为资金 媒介的作用在减弱。另一方面，LPR（LoanPrimeRate，贷款基础利率）全面市场 化，对商业银行来说，存、贷利差空间将进一步变窄，利润下行也将不可避免。 各大商业银行在面临激烈的同业竞争面前，在经营大中企业的同时，也向小微企 业伸出了橄榄枝。各家银行都试图通过加强营销小微企业乃至零售客户来优化自 己的利润结构。 F银行郑州分行在历史发展中，偏向以公司业务立行，业务发展的中心在大 中型企业客户，对小微企业及零售客户的关注度不够高，近几年公司业务利润相 较于零售业务利润占比逐年下降。2018年下半年开始，F银行总行强调公司基础 客户的经营，从总行层面强化对小微企业的营销。分析F银行郑州分行小微企业 营销策略，发现该银行小微企业营销存在着目标客户不清，市场定位模糊，产品 同质化严重，没有差异化的服务策略以及促销策略，没有差异化的风险控制措施 等问题存在。这些问题都影响了F银行郑州分行小微企业的营销推广。本文通过 对F银行郑州分行现有小微企业营销策略分析，对F银行郑州分行的市场目标客 户群体做一细分，确定F银行郑州分行的目标客户市场，明确F银行郑州分行的 市场定位。同时将目标市场客户分为：积极支持类、谨慎支持类、控制进入类、 禁止进入类，进行分类管理。在小微企业金融产品、产品定价、促销策略、渠道 策略、服务策略、风险控制六个方面施行策略优化，完善F银行郑州分行的小微 营销体系。同时，通过对营销人员的小微企业营销理论培训和服务指导，提升营 销人员对小微企业的服务能力。通过小微营销人员与后台运营以及科技部门的互 动，形成信息共享，做好运营和科技部门对一线营销人员的服务支撑，形成完善 的小微客户管理机制及跟踪评价机制等制度保障，从而实现F银行郑州分行小微 企业营销体系的优化。 关键词STP理论；4P理论；小微企业。 河南财经政法大学硕士学位论文 III Abstract AsasignificantpartofChina'smarketeconomy,Smallandmicroenterprises, thoughhaveplayedapivotalsupportingroleinpromotingemployment,stabilizing theeconomyandincreasingnationaltaxrevenue,arestillatadisadvantageous positionincooperatingwithcommercialbanks,intheuseofvariousfinancial productsandcreditproducts,whencomparedtolargeandmedium-sizedenterprises. Theissuesof“difficultfinancing”and“expensivefinancing”ofsmallandmicro enterprisesstillexist.However,forcommercialbanks,ononehand,thetrendof financialdisintermediationisunstoppable,thustheroleofcommercialbanksasa mediumoffundinghasbeenweakening.Ontheotherhand,LPR(LoanPrimeRate) hasbeenfullymarketized,henceforcommercialbanks,thespacebetweendeposit andloaninterestrateswillbefurthernarrowed,andtheprofitwillinevitablydecline. Inthefaceoffiercehorizontalcompetition,majorcommercialbanks,whilemanaging largeandmedium-sizedenterprises,havealsoofferedanolivebranchtosmalland microenterprises.Banksaretryingtooptimizetheirprofitstructurebystrengthening marketingofsmallandmicrobusinessesandevenretailcustomers. Initshistoricaldevelopment,FBankZBranchtendedtooperateonthebasisof corporatebusiness.Itsbusinessdevelopmentcenteredonlargeandmedium-sized enterpriseclients,anddidnotpayenoughattentiontosmallandmicroenterprisesand retailclients.Inrecentyears,theproportionofcorporatebusinessprofittoretail businessprofithasdeclinedyearbyyear.Fromthesecondhalfoftheyear2018,F Bankheadofficehasbeenemphasizingonmanagingthecompany'sbasicclientsand strengtheningthemarketingofsmallandmicroenterprisesfromtheheadofficelevel. Yet,byanalyzingthemarketingstrategiesofsmallandmicroenterprisesofFBankZ Branch,itisfoundthatthesemarketingstrategieshaveproblemssuchasunclear targetcustomers,ambiguousmarketpositioning,seriousproducthomogeneity, lackingdifferentiatedservicestrategyandpromotionstrategy,andlacking differentiatedriskcontrolmeasures.Alltheseproblemshaveaffectedthemarketing andpromotionofsmallandmicroenterprisesofFBankZBranch.Thispaper,by analyzingFBankZBranch’scurrentmarketingstrategiesofitssmallandmicro 河南财经政法大学硕士学位论文 IV enterprises,findsouttheoptimizationschemeforthebank’smarketingstrategiesof smallandmicroenterprises.Basedonthemarketsegmentationtheory,thispaper segmentstheBank’stargetmarketgroup,determinestheBank’stargetcustomersand itsmarketpositioninginthemarketingprocessofsmallandmicroenterprises.And theBank’stargetmarketcustomersaremanagedinfourcategories:theactivesupport category,theprudentsupportcategory,thecontrolledentrycategoryandthe prohibitedentrycategory.Throughtargetmarketsegmentation,thetargetcustomers aredetermined,andthenthestrategyoptimizationiscarriedoutinthesixaspectsof financialproducts,productpricing,promotionstrategy,servicestrategy,marketing mechanismandriskcontrolofsmallandmicroenterprises.Thusthesmallandmicro marketingsystemofFBankZBranchcanbeimproved.What’smore,theBankought toimproveitsstaff’sservicecapacitytosmallandmicroenterprises,byoffering smallandmicroenterprisestheorytrainingandserviceguidance.TheBankshould alsobringabouttheinteractionbetweensmallandmicroenterprises’marketersand itsbackstageoperationandscienceandtechnologydepartments,fosteringinformation sharing,providingforfront-linemarketingpersonneltheservicesupportfromthe operationandscienceandtechnologydepartments,therefore,formingamore comprehensivesmallandmicrocustomermanagementmechanism,trackingand evaluationmechanismandotherinstitutionalguarantees,soastorealizethe optimizationofthemarketingsystemofsmallandmicroenterprisesinFBankZ Branch. Keywords:STPtheory;4Ptheory;Smallmicroenterprise 河南财经政法大学硕士学位论文 V 目录 摘要............................................................................................................................II ABSTRACT.......................................................................................................................III 目录............................................................................................................................V 1绪论........................................................................................................................1 1.1研究背景和意义...........................................................................................1 1.1.1研究背景............................................................................................1 1.1.2研究意义............................................................................................2 1.2研究内容.......................................................................................................3 1.3研究方法.......................................................................................................4 1.4本文的研究思路...........................................................................................4 2相关概念与理论基础............................................................................................6 2.1相关概念.....................................................................................................6 2.1.1小微企业的定义................................................................................6 2.1.2市场营销的概念................................................................................7 2.1.3银行市场营销的概念........................................................................8 2.1.4小微企业市场营销的概念................................................................8 2.2相关的理论基础.......................................................................................11 2.2.1STP理论...........................................................................................11 2.2.24P理论.............................................................................................12 3F银行郑州分行小微企业营销环境分析.............................................................14 3.1宏观环境.....................................................................................................14 3.1.1政策环境..........................................................................................14 3.1.2经济环境...................................................