学位论文独创性声明
本人郑重声明：本人所呈交的学位论文，是在导师的指导下，独立进行研究所取
得的成果。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表
或撰写的作品，也不包含为获得安徽财经大学或其他教育机构的学位或证书所使用过
的材料。对本文的研究做出重要贡献的个人和集体，均已在文中标明并表示了谢意。
本声明的法律后果由本人承担。
论文作者（签名）：
2022年 6月 29日
学位论文使用授权书
本论文作者完全了解学校关于保存、使用学位论文的管理办法及规定，即学校有
权保留并向国家有关部门或机构送交论文的复印件和电子版，允许论文被查阅和借阅。
本人授权安徽财经大学可以将本学位论文的全部或部分内容编入学校有关数据库和
授权学校研究生处与中国知网和万方数据签订收录协议及收录并由作者本人享有、承
担相应的权利和义务，也可以采用影印、缩印或扫描等复制手段保存或汇编本学位论
文。
注：保密学位论文，在解密后适用于本授权书。
作者签名：
2022年 6月 29日

工商银行 A分行小微企业信贷业务营销策略优化研究
摘要
随着时间的推移，社会经济发展的脚步永不停歇，小微企业在其中扮演着举足轻
重的角色。同样小微企业也是稳定经济发展的基石，市场的快速发展使得国家经济结
构进一步得到改善。工商银行作为国有大行，历年来更重视对中大型企业的信贷支持，
在对小微企业扶持发展中还存在较大短板，然而商业银行发展小微企业信贷业务，是
金融服务实体经济的具体要求,更是国有商业银行改变现状，利润得到进一步发展的
重要基础。截至2021年12月末，工商银行A分行小微企业信贷余额为10亿元，在
工农中建四家国有大型商业银行排名第三位次，在系统内排名也属于靠后位次，在信
贷业务拓展中与其他优秀银行还存在较大差距，在市场竞争日益激烈的现实情况下，
A分行越来越重视小微企业信贷业务的发展，但通过制定什么样的营销策略能够改善
目前信贷业务发展现况，如何进一步支持其的发展已经成为A分行亟待解决的问题。
本文以工商银行A分行的小微企业信贷业务作为研究对象，主要通过 7Ps营销理
论对A分行信贷业务营销现状进行基本分析，本文通过问卷调查分析方法，针对小微
企业和A分行信贷业务从业人员两类主体进行调研，梳理A分行在业务营销中存在的
问题，通过分析发现A分行在营销策略上还存在许多需要优化的地方，如信贷产品难
以满足客户需求；贷款审批效率较低,办理流程需要改善；申请渠道较窄,渠道建设需
要加强；信贷人员配备难以满足市场需求；信贷业务促销有待进一步加强等等，通过
分析问题产生的原因，本文从产品、渠道、促销、人员、过程等五个方面提出A分行
小微企业信贷业务营销策略优化方案，主要从以下几个方面对A分行信贷业务策略进
行优化：推出符合当地特色的信贷产品,满足市场需求；拓展贷款申请渠道,批量获取
信贷客户；加强产品促销宣传,提升信贷产品知名度；提升从业人员素质,打造专业化
人才团队；提升贷款审批效率,优化贷款办理流程。分行小微企业信贷业务优化策略
对其他二级分行及同业小微企业信贷业务发展有一定借鉴意义。
关键词：工商银行A分行；小微企业；营销策略
1

工商银行 A分行小微企业信贷业务营销策略优化研究
ABSTRACT
With the passage of time, the pace of socio-economic development never stops, and
small and micro enterprises play a pivotal role in it. Similarly, small and micro enterprises
are also the cornerstone of stable economic development, and the rapid development of the
market has further improved the national economic structure. As a large state-owned bank,
ICBC has paid more attention to credit support for medium and large enterprises over the
years, and there are still major shortcomings in the support and development of small and
micro enterprises, but the development of credit business for small and micro enterprises
by commercial banks is a specific requirement for the real economy of financial services,
and it is also an important basis for state-owned commercial banks to change the status quo
and further develop profits. As of the end of December 2021, the credit balance of small
and micro enterprises of ICBC A Branch is 1 billion yuan, ranking third in the construction
of four large state-owned commercial banks in the workers and peasants, ranking in the
lower position in the system, there is still a big gap with other excellent banks in the
expansion of credit business, in the reality of increasingly fierce market competition, A
branch attaches more and more importance to the development of credit business of small
and micro enterprises, but through the formulation of what kind of marketing strategy can
improve the current situation of credit business development, How to further support its
development has become an urgent problem for A Branch to solve.
This paper takes the credit business of small and micro enterprises of ICBC A Branch
as the research object, mainly through the 7Ps marketing theory to conduct a basic analysis
of the marketing status of the credit business of Branch A, this paper conducts a survey on
the two types of entities of small and micro enterprises and credit business practitioners of
Branch A through questionnaire survey and analysis method, sorts out the problems
existing in business marketing of Branch A, and finds that There are still many places that
need to be optimized in the marketing strategy of Branch A through analysis, such as credit
products are difficult to meet customer needs; The loan approval efficiency is low, and the
processing process needs to be improved; The application channel is narrow, and the
channel construction needs to be strengthened; It is difficult for credit staffing to meet
market demand; Credit business promotion needs to be further strengthened, etc., through
the analysis of the causes of the problem, this paper from the product, channel, promotion,
personnel, process and other five aspects of the proposed A branch small and micro
I
。。。以下略