当前，国内金融业发展迅猛，从一定程度上看，金融欧亿·体育（中国）有限公司的发展推动国民经济的 稳定增长，也提高了市场经济的活跃度，特别是对于一些中小型企业的经营发展，提 供了有效的资金保障。小微企业作为当前市场经济中的重要组成部分之一，是不可或 缺的社会组织之一，但是对于小微企业来说，在激烈的市场竞争下，保障其稳定健康 发展不仅要有好的运营项目，还要有充足的运营资金作为保障。现如今，社会节奏不 断加快，经济发展需要更加灵活的融资机构为个人或者小微企业提供资金贷款渠道， 小额贷款业务的发展，能够为资金需求者提供更加灵活、便捷的资金服务，符合当前 经济发展的需求。另外在政策的利好背景下，小额贷款公司迅速发展，小额贷款公司 规模不断扩大，也直接加剧了小额贷款欧亿·体育（中国）有限公司的市场竞争，如何规范小额贷款公司的各 项经营活动，结合市场现实情况，提出科学的市场营销策略非常必要。其次，从人们 的消费理念上来看，社会的进步和经济的发展，使传统的消费理念逐渐转变，特别是 提前消费的理念越来越被现代人所接受，信用卡消费、贷款购车、按揭购房等，这些 理念的普遍性，直接带动了小额贷款机构的发展，个人作为小额贷款机构的主要目标 客户，成为小额贷款机构持续性发展的主要客户。如何更好的维护小额贷款客户群 体，提高营销发展的科学性，对于小额贷款公司非常重要。 本文研究共分为六个部分，具体来看：第一部分，绪论。介绍课题研究的背景意 义以及现有国内外的相关文献成果。第二部分，相关理论基础。主要是对小额贷款公 司以及营销策略相关的理论进行介绍和分析，为展开深入的研究，提供理论基础。第 三部分，AZ 公司小额贷款的营销现状及环境分析。以 AZ 公司为例，分析 AZ 公司小 额贷款的营销现状以及当前存在的实际困境，并详细的分析了当前公司的营销环境， 全面的进行论述，为提出科学的营销策略提供实际参考。第四部分，AZ 公司小额贷款 的营销策略制定，以市场营销理论为基础，在明确营销目标的基础之上，分别从产 品、渠道、价格以及促销四个方面，提出了 AZ 公司小额贷款的营销策略。第五部 分，AZ 公司小额贷款营销策略实施的保障措施。提出了从营销观念、业务流程、组织 管理以及信息技术保障四个方面的措施。第六部分，研究不足与展望。 基于此，本文采用文献法、4P 分析法以及 swot 分析法，明确了当前小额贷款市场 营销相关的理论，并以 AZ 公司小额贷款的现状进行分析，详细的分析了 AZ 公司的小 额贷款结构、贷款流程、小额贷款运营情况，并以此提出了当前 AZ 公司在小额贷款II 市场营销中存在的产品、价格、渠道和促销四个方面的问题，进一步的阐述了 AZ 公 司的营销环境，并以 4C 营销理论为基础，从产品、价格、渠道及促销四个方面提出了 相应的策略，最后提出了几点保障营销策略顺利实施的保障措施。 关键词：小额贷款公司，市场营销，营销策略III Abstract At present, China's financial industry has developed rapidly. It can be said that the development of the financial industry has promoted the stable growth of China's economy to a large extent, and also improved the activity of the market economy, especially for the operation and development of some small and medium-sized enterprises, which provides an effective financial guarantee. As one of the important components of the current market economy, small and micro enterprises are one of the indispensable social organizations. However, for small and micro enterprises, in the fierce market competition, to ensure their stable and healthy development, not only good operation projects, but also sufficient operation funds are necessary. Nowadays, the pace of society is accelerating, and economic development needs more flexible financing institutions to provide financing channels for individuals or small and micro enterprises. The development of small loan business can provide flexible and convenient financial services for those who need funds, which meets the needs of current economic development. In addition, under the favorable background of the policy, the rapid development of small loan companies and the continuous expansion of the scale of small loan companies have also directly intensified the market competition in the small loan industry. How to regulate the business activities of small loan companies, combined with the market reality, it is necessary to put forward scientific marketing strategies. From the perspective of people's consumption concept, social progress and economic development, the traditional consumption concept gradually changes, especially the concept of early consumption is more and more accepted by modern people, credit card consumption, loan purchase, mortgage purchase, etc., the universality of these concepts directly drives the development of small loan institutions, individuals as the main target customers of small loan institutions And become the main customer for the sustainable development of small loan institutions. How to better maintain the small loan customer group and improve the scientific development of marketing is very important. This paper is divided into six parts: the first part is the introduction. This paper introduces the background and significance of the research as well as the related literature achievements at home and abroad. The second part is the theoretical basis. It mainly introduces and analyzes the theories related to small loan companies and marketing strategies to provide theoretical basis for in-depth research. The third part, the marketing status and environment analysis of AZ company's small loan. Taking AZ company as an example, thisIV paper analyzes the current marketing situation and practical difficulties of micro loans in AZ company, and analyzes the current marketing environment of the company in detail, and discusses comprehensively, so as to provide practical reference for putting forward scientific marketing strategies.In the fourth part, the marketing strategy of AZ company's small loan is established. Based on the marketing theory and the marketing goal, the marketing strategy of AZ company's small loan is proposed from four aspects: product, channel, price and promotion. The fifth part is the guarantee measures of AZ company's small loan marketing strategy. This paper puts forward four measures from marketing concept, business process, organization management and information technology guarantee.The sixth part is the research deficiency and prospect. Based on this, this paper uses the literature method and case analysis method to clarify the current theory of micro loan marketing, and analyzes the micro loan structure, loan process and micro loan operation of AZ company in detail based on the current situation of micro loan of AZ company, and puts forward the products, prices, channels and promotions in the current micro loan marketing of AZ company Based on 4C marketing theory, this paper puts forward several strategies of product, price, channel and promotion, and finally puts forward several safeguard measures to ensure the smooth implementation of marketing strategy. Key words: Small loan company, Marketing, Marketing strategyV 目 录 第一章 绪论...............................................................................................................................1 一、研究背景与意义..........................................................................................................1 二、国内外研究现状..........................................................................................................2 三、研究思路与方法..........................................................................................................5 四、研究创新与特色点......................................................................................................6 第二章 相关理论基础...............................................................................................................7 一、相关概念界定..............................................................................................................7 二、相关理论......................................................................................................................7 第三章 AZ 公司小额贷款的营销现状及问题分析..............................................................10 一、AZ 公司简介.............................................................................................................10 二、AZ 公司小额贷款的业务开展情况...............................................................