小微企业在我国经济建设当中具有非常重要的作用，是一支非常重要的生力军。党 中央、国务院高度重视民营企业和小微企业的发展，习近平总书记多次强调，要支持民 营经济发展，指出民营经济的历史贡献不可磨灭，民营经济的地位作用不容置疑，要坚 持“两个毫不动摇”，为民营企业营造更好的法治环境、营商环境。在当前形势下，各 大银行均调整了对于小微企业的授信政策，加大了对于小微企业贷款的投入，通过采取 改变自身产品政策、提升科技水平、与平台合作等方式落实“两个毫不动摇”，与小微 企业实现共同健康发展。 近年来，Y 银行始终认真贯彻落实党中央、国务院决策部署和相关部门要求，坚守 “服务社区、服务中小企业、服务三农”的定位，Y 银行河北省分行作为一级分行，始 终把服务实体经济、服务小微企业，放在突出位置来抓，为缓解小微企业融资难融资贵 问题尽责尽力。但创新能力不足、审批流程较复杂、人员经验不足等现状仍然制约其获 客及发展。为了解决上述问题，本文采用文献研究法、比较分析法、模型分析法、访谈 法进行研究分析，分析目前 Y 银行河北省分行采取的营销策略，进而提出 Y 银行河北 省分行小微企业贷款业务目前存在产品同质化定价系统不健全、营销渠道单一、人员能 力有待提升和审批流程繁琐的问题。本文通过对外部环境进行分析和 SWOT 分析，运 用 STP 理论、7P 理论等对 Y 银行河北省分行小微企业贷款业务进行营销策略设计，在 产品、渠道、价格、人员、过程方面提出营销策略，加强了 Y 银行河北省分行营销能力， 同时也为国内其他商业银行的小微企业业务营销提供了借鉴方向和参考内容。最后提出 了通过健全内部体制、做好内部技术保障、加强内部控制与风险管理的保障措施实现 Y 银行河北省分行小微企业贷款业务稳健发展，具备一定的实践意义和研究价值。 关键词：小微企业贷款；SWOT 分析；STP 理论；营销策略II ABSTRACT Small and micro enterprises play a very important role in China's economic construction and are a very important new force. The small and micro businesses indelible importance is attached to the development of private enterprises and small and micro enterprises. The general secretary Xi Jinping has repeatedly stressed that to support the development of private economy, it is pointed out that the historical contribution of the private economy can not be obliterated. The role of the private economy is allow all doubt to be played. We must adhere to the "two unwavering", and create a better legal environment and business environment for private enterprises. Under the current situation, major banks have adjusted their credit policies for small and micro enterprises, increased their investment in loans for small and micro enterprises, implemented "two unshakable" by changing their own product policies, improving the level of science and technology, and cooperating with the platform, so as to achieve common and healthy development with small and micro enterprises. In recent years, bank Y has been conscientiously implementing the decision-making and deployment of the Party Central Committee and the State Council and the requirements of relevant departments, adhering to the positioning of "serving the community, serving the small and medium-sized enterprises, and serving the agriculture, rural areas and farmers". As a first-class branch, bank Y Hebei Branch, has always focused on serving the real economy and small and micro enterprises, and has done its best to alleviate the financing difficulties of small and micro enterprises power. However, the lack of innovation ability, complex approval process and lack of experience of personnel still restrict its customers and development. In order to solve the above problems, this paper uses literature research, comparative analysis, model analysis and interview to analyze the marketing strategies adopted by bank Y Hebei Branch, and then proposes that there are some problems in the loan business of small and micro enterprises of bank Y, such as imperfect product homogenization pricing system, single marketing channel, personnel capacity to be improved and approval process Complicated problems. Based on the analysis of external environment and SWOT, this paper designs theIII marketing strategy of small and micro enterprise loan business of bank Y Hebei branch by using STP theory and 7p theory, and puts forward the marketing strategy in terms of product, channel, price, personnel and process, which strengthens the marketing ability of bank Y Hebei branch, and also provides the marketing strategy for small and micro enterprise business of other domestic commercial banks The reference direction and content are given. Finally, the paper puts forward some measures to realize the steady development of small and micro enterprise loan business of bank Y Hebei Branch, through improving the internal system, doing a good job in internal technical support, strengthening internal control and risk management, which has certain practical significance and research value. Key words：The Loan of Small and micro enterprises; SWOT analysis；STP Theory； Marketing strategyIV 目录 摘要............................................................................................................................................. I ABSTRACT...............................................................................................................................II 1 导论.........................................................................................................................................1 1.1 研究背景及研究意义..................................................................................................1 1.1.1 研究背景...........................................................................................................1 1.1.2 研究意义...........................................................................................................2 1.2 研究现状......................................................................................................................3 1.2.1 国外研究现状...................................................................................................3 1.2.2 国内研究现状...................................................................................................4 1.3 研究思路及创新点......................................................................................................5 1.3.1 研究思路...........................................................................................................5 1.3.2 研究方法...........................................................................................................5 1.3.3 创新点...............................................................................................................6 2 银行小微企业授信的概念及理论研究.................................................................................7 2.1 银行贷款概念界定......................................................................................................7 2.1.1 定义...................................................................................................................7 2.1.2 授信业务要素...................................................................................................7 2.2 小微企业概念界定......................................................................................................8 2.3 银行小微企业贷款......................................................................................................9 2.4 相关理论....................................................................................................................10 2.4.1 STP 理论..........................................................................................................10 2.4.2 7P 营销理论....................................................................................................11 2.5 研究工具....................................................................................................................11 2.5.1 PEST 分析法................................................................................................... 11 2.5.2 SWOT 分析法................................................................................................. 12V 3 Y 银行河北省分行小微企业贷款业务