大连理工大学专业学位硕士学位论文
摘
要
当今时代，以移动互联网、云计算技术、搜索引擎为代表的新一代信息技术全面渗
入金融欧亿·体育（中国）有限公司，对金融业产生了重要影响。2020年我国金融街论坛上，中国人民银行、中
国银行保险监督管理委员会提出了数字化转型以及发展数字金融的建议，鼓励互联网金
融和互联网银行发展的导向十分明确。因此如何充分利用自身优势和资源，融合互联网
金融的优势，为小微企业提供优质高效的信贷服务已成为商业银行在未来金融市场中站
稳脚跟的重中之重。互联网金融背景下，T银行 DL分行小微信贷领域发展举步维艰的
原因并非技术落后，而是在于 T银行 DL分行仍保留传统信贷的营销模式，缺乏与时代
接轨的勇气与进取精神，T银行 DL分行应自发地寻求革新而不是因政策导向被动的转
型。论文结合 T银行 DL分行现行小微信贷业务营销策略，分析其小微信贷业务营销困
境及成因，反映出 T银行 DL分行小微信贷业务发展已经落后于同业。T银行 DL分行
若想更好地服务区域内小微企业，实现发展战略目标，就需要制定契合互联网金融环境
的小微信贷营销策略。论文在此背景下提出了 T银行 DL分行小微信贷业务营销策略的
改进思路。
论文以 T银行 DL分行数字化转型需求为突破口，研究其利用互联网技术带来的后
发优势改进小微信贷业务营销策略的可行性，帮助 T银行 DL分行实现可持续发展并更
好地服务实体经济。论文首先对小微信贷相关国内外研究进行了梳理，并概述了小微信
贷业务营销策略制定的理论依据。其次，论文总结 T银行 DL分行小微信贷业务营销策
略现状，并归纳出 T银行 DL分行小微信贷业务现有营销策略的四个主要问题——贷款
业务以线下营销为主、贷款产品种类单一、贷款定价过高、宣传方式方法落后。再次，
论文从 T银行 DL分行小微信贷产品设计、定价机制、拓客模式及产品宣传手段四个方
面进行营销策略改进，帮助 T银行 DL分行完善信贷产品设计模式及利率浮动决策机制
并实现小微信贷批量拓客、线上审批、统一管理。
论文通过分析 T银行 DL分行小微信贷营销策略问题及成因，研究契合当下互联网
金融环境的营销策略，为其他大型商业银行借助互联网技术改进小微信贷营销模式提供
思路，进而解决小微企业融资难的问题，追求金融与实体经济双赢。
关键词：银行；小微信贷业务；互联网金融；营销
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T银行 DL分行小微信贷营销策略研究
Research on the Marketing Strategy of Small and Micro Enterprises Loans
of T-Bank DL Branch
Abstract
Nowadays, along with the developing of mobile internet, cloud computing and searching
engine, a new generation of information technology has become to promote and support an
important force in the development of Chinese financial industry. In Annual Conference Of
Financial Street Forum 2020, the people’s bank of China and China banking and insurance
regulatory commission have proposed the digital transformation and the development of digital
finance, and the direction of encouraging the development of Internet finance and Internet
banking is very clear. Therefore, whether commercial Banks can make full use of their own
advantages and resources to provide high-quality and efficient credit services for small and
micro businesses has become the top priority for commercial Banks to gain a firm foothold in
the future financial market. The reason why the small and micro credit field of T-Bank DL
branch is struggling under the background of Internet finance is not the technical reason, but
that T-Bank DL branch still retains the thinking mode of traditional credit and lacks the courage
and enterprising spirit to keep pace with the times. As one of the four major banks, T-Bank DL
branch should actively borrow the technology brought by Internet technology, seek for
innovation rather than passive transformation due to policy guidance. This thesis presents a
comprehensive analysis of T-Bank DL branch's micro and small credit business marketing
dilemma and its causes in the context of T-Bank's micro and small credit business marketing
strategy, to help T-Bank DL branch managers realize that T-Bank's micro and small credit
business has lagged behind its peers' development. This thesis also proposes directions for
improving the marketing aspects of T-Bank DL branch's micro and small credit business in the
context of the Internet, and provides ideas for improving T-Bank DL branch's micro and small
credit marketing strategy. It will help T-Bank DL branch to achieve its business development
strategic objectives and better serve the micro and small enterprises in the region.
This thesis finds a breakthrough for the small and micro credit business under the Internet
financialization environment, and tries to improve the small and micro credit business by taking
advantage of the late-mover advantage brought by Internet finance. Firstly, this thesis
summarises domestic and international research theories related to micro and small credit and
identifies the theoretical basis for solving the dilemma of micro and small enterprises in the
existing financing model. Secondly, analyzing the marketing strategy of T-Bank DL branch's
micro and small credit business, this thesis points out the main problems of the existing
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大连理工大学专业学位硕士学位论文
marketing strategy of T-Bank DL branch's micro and small credit business, which are mainly
offline marketing of loan business, single type of loan products, overpricing of loans and
backward publicity methods and approaches. Then, this thesis analyses the internal and external
environment of T-Bank DL branch in the context of the Internet and tries to bring into play the
network effect and economy of scale effect of the platform economy, integrate T-Bank DL
branch's existing resources and utilizing the aggregation effect of core customers, that T-Bank
DL branch builds credit scenarios around the supply chain of core customers combined with
industry characteristics to realize bulk customer expansion, online approval and unified
management of small and micro credit. At the same time, this thesis improves the marketing
strategy from four aspects of T-Bank DL branch's micro and small credit product design,
pricing mechanism, customer acquisition mode and product promotion means, and helps
T-Bank DL branch improve its credit product design mode and interest rate floating decision
mechanism and realize bulk customer acquisition, online approval and unified management of
micro and small credit.
By analyzing the problems and causes of micro and small credit marketing strategies of
T-Bank DL branch, this thesis studies the marketing strategies that fit the current Internet
financial environment and provides ideas for other large commercial banks to improve their
micro and small credit marketing models with the help of Internet technology, thus solving the
problem of difficult financing for micro and small enterprises and promoting the steady growth
of China's real economy.
Key Words：Banking; Micro credit business; Internet financial; Marketing
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