摘要
摘要
我国的改革开放已经经历了 43个春秋，已由原来的计划经济逐渐演变为现今的市
场经济。在这一变革之中，中小企业所起到调节作用的对市场经济的发展与壮大也变得
更为重要。这类中小企业具备提高科技变革，增大工作岗位供给，同时能将市场的活力
发挥得更好等特点。我国经济迅猛增长，表现在社会金融秩序的规范、金融环境稳定持
续地向前等诸多方面。伴随着我国经济实力的持续壮大，中小企业可以成为创造出巨大
财富的蓄水池，同时中小企业对银行贷款额度需求日益增多。然而由于中小企业自身并
不具备的资信条件，中小企业对资金的需求却很难从正规的银行渠道得以满足。这样的
市场环境制约了中小企业、特别是中小企业的成长与发展，同时对我国未来经济持续、
稳健的发展造成了一定的危机。
在这样的背景下，本文选择 NY银行 CAL支行为研究对象，同时对中小企业的信
贷业务营销策略加以分析。首先通过走访调研和内部欧亿·体育（中国）有限公司进行数据收集。然后利用
SWOT分析方法对 NY银行 CAL支行中小企业信贷业务目前的市场营销现状进行深入
分析，同时也指出市场经济环境的改变下所面临的全新的机会和挑战。接着利用 4P理
论分别从产品、价格、渠道、促销四个方面梳理 NY银行 CAL支行中小企业信贷业务
存在问题；并结合 4P理论从产品策略上搭建出新的营销策略优化方案。最后从体制保
障、机制保障、配套资源与政策扶持四个方面提出保障性措施，使得新的营销策略方案
得以施展拳脚。
关键词：中小企业，信贷业务，营销策略，SWOT分析法，4P理论
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西北大学硕士学位论文
Abstract
China's reform and opening up has gone through 43 years of spring and autumn,and has
gradually evolved from the original planned economy to the current market economy. In the
midst of this change, the regulatory role played by SMEs has become more important to the
development and growth of the market economy. These SMEs have the characteristics of
improving technological change, increasing the supply of jobs, and bringing market dynamics
into better play. The rapid growth of our economy is reflected in the regulation of the social
and financial order and the stable and continuous advancement of the financial
environment,among other things. Along with the continuous growth of China's economic
strength,SMEs can become a reservoir of great wealth creation,and the demand for bank loans
is increasing. However, due to their own creditworthiness,SMEs' demand for funds is difficult
to be met from formal banking channels. Such a market environment restricts the growth and
development of SMEs, especially small and medium-sized enterprises（SMEs）,and poses a
certain crisis to the future sustainable and sound development of our economy.
In this context, this paper selects NY Bank CAL branch as the research object and analyzes
the credit business marketing strategies of SMEs. Firstly,the data were collected by visiting
research and internal information. Then,we analyze the current marketing situation of the
credit business of small and medium-sized enterprises in NY Bank CAL Branch by using the
SWOT strategy analysis method,and also point out the new opportunities and challenges
faced by the changing market economic environment. Then,the 4Ps theory is used to sort out
the problems of NY Bank's SME credit business in four aspects: product, price,channel,and
promotion;and a new marketing strategy optimization plan is built from the product strategy
by combining the 4Ps theory. Finally,the new marketing strategy plan can be put into practice
by
putting
forward
the
guarantee
measures
from
four
aspects:
institutional
guarantee,mechanism guarantee,supporting resources and policy support.
Keywords: SME, Credit Business, Marketing Strategy, SWOT analyse, 4P Theory
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