分类编号： 单位代码：10065
公 开： 获取学位当年 学 号：1921130028
研究生学位论文
论文题目： PH 公司小额信贷产品营销策略
研究
学 生 姓 名：李娟娟 申请学位级别： 硕士
申请专业名称：工商管理
研 究 方 向： 市场营销
指导教师姓名： 王晔专业技术职称： 教授
提交论文日期： 2022 年 12 月 2 日 原创性声明
天津师范大学学位论文原创声明
本人郑重声明:此处所提交的学位论文《PH公司小额信贷产品营销策略研究》，
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作者签名： 日期： 2022 年 11 月 11 日
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作者签名:日期: 2022 年 11 月 11 日
导师签名:日期: 2022 年 11 月 11 日中文摘要
2015 年国家出台了一系列的金融政策鼓励小额信贷业务的发展，国内诸多金
融机构和非金融机构也响应政策号召，借助金融科技积极发展小额信贷业务。PH
公司正是在该背景下成立，在成立之初依靠母公司和产业资本的大力扶持下曾经
保持了较好的发展，但随着竞争对手的增加以及市场环境的变化，近年来 PH 公
司小额信贷业务的规模和利润成长开始停滞。对 PH 公司小额信贷产品的销售现
状进行调查，并从消费者的角度收集产品营销的相关信息，帮助PH 公司优化营
销策略，这对于 PH 公司及其他经营小额信贷业务的公司都具有一定的借鉴意义。
本文以 4P 营销组合为本文的理论框架，分别从 PH 公司、消费者的角度收集
PH 公司小额信贷产品销售现状的信息，通过统计分析论证其营销策略与消费者
购买意愿的关系，并通过对比分析发现原有产品营销策略中存在的不足。企业在
制定营销策略时需要参考企业所处的外部环境以及企业自身拥有的优势与劣势，
因此本文使用SWOT 分析方法明确 PH 公司面临的外部机遇与挑战、企业的自身
优势与劣势，作为企业制定营销策略的重要参考。在以上基础上本文最终提出了
PH 公司小微信贷产品营销策略的优化建议。主要结论如下：
第一，PH 公司信贷产品在营销中主要存在以下4 个方面的问题：产品类型
单一且同质化严重；信贷产品综合费率偏高；部分销售人员职业道德水平偏低、
专业素质不高；对目标客户打折促销关注不足。
第二，对 PH 公司信贷产品营销的机遇与威胁、优势与劣势分析表明，在营
销策略上，PH公司加大资源投入全方位推进营销策略的优化，抓住信贷产品的
发展机遇进一步扩大企业经营规模。
第三，针对PH 公司信贷产品营销的策略优化建议从以下方面着手：在产品
策略优化上推出差异化的特色信贷产品，同时重点发展线下信贷产品；在价格策
略优化上，应实施具有竞争性的价格策略和直观的比价策略；在渠道策略优化上，
应优化直销和代理渠道的人员管理，同时推进代理渠道建设；在促销策略优化上，
应加强对优质客户的促销，推进与网络媒体的合作，同时注重强化销售人员的综
合营销管理。
本研究致力于补充金融机构小额信贷产品营销研究相关理论成果，也为 PH
公司营销实践提出切实可行的优化建议以及为其他金融机构小额信贷业务实施提
供案例参考。
关键词：小额贷款；营销策略；4P 营销组合
IAbstract
In 2015, the country issued a series of financial policies to encourage the
development of microfinance business. Many domestic financial institutions and
non-financial institutions also responded to the policy call to actively develop
microfinance business with the help of financial technology. It is against this
background that PH Company was established. At the beginning of its establishment, it
maintained a good development with the strong support of its parent company and
industrial capital. However, with the increase of competitors and changes in the market
environment, the scale and profit growth of PH Company;s microfinance business
began to stagnate in recent years. This paper investigated the sales status of PH;s micro
credit products, and collected information about product marketing from the
perspective of consumers to help PH optimize its marketing strategy. It has certain
reference significance for PH Company and other companies operating micro credit
business.
With the 4P marketing mix as our theoretical framework, this paper collected
information on the status quo of micro credit product sales of PH Company from the
perspective of PH Company and consumers, demonstrated the relationship between its
marketing strategy and consumers; purchase intention through statistical analysis, and
found the shortcomings in the original product marketing strategy through comparative
analysis. When formulating marketing strategies, enterprises need to refer to their
external environment and their own strengths and weaknesses. Therefore, the paper
uses SWOT analysis methods to identify the external opportunities and challenges
faced by PH Company, as well as their own strengths and weaknesses, as an important
reference for enterprises to formulate marketing strategies. On the basis of the above,
this paper finally put forward the optimization proposal for the marketing strategy of
PH Company;s small and micro credit products.:
First, there are mainly four problems in the marketing of PH;s credit products: the
product type is single and the homogeneity is serious; The comprehensive rate of credit
products is on the high side; Some sales personnel have low professional ethics and
professional quality; Inadequate attention to discount and promotion of target
customers.
Second, the analysis of the opportunities and threats, advantages and
IIdisadvantages of PH Company;s credit product marketing shows that, in terms of
marketing strategy, PH Company has increased resource investment to
comprehensively promote the optimization of marketing strategy, and seized the
development opportunities of credit products to further expand the business scale of
the enterprise.
Third, suggestions for the optimization of PH Company;s credit product
marketing strategy are as follows: launch differentiated and characteristic credit
products in product strategy optimization, and focus on developing offline credit
products; In terms of price strategy optimization, competitive price strategy and
intuitive price comparison strategy should be implemented; In terms of channel
strategy optimization, we should optimize the personnel management of direct sales
and agency channels, and promote the construction of agency channels; In terms of
promotion strategy optimization, we should strengthen the promotion of high-quality
customers, promote cooperation with network media, and pay attention to
strengthening the comprehensive marketing management of sales personnel.
This paper is committed to supplementing the theoretical achievements related to
the marketing research of micro credit products of financial institutions, and at the
same time, put forward practical optimization suggestions for the marketing practice of
PH Company and provide case reference for the implementation of micro credit
business of other financial institutions.
Key words: Micro credit products; Marketing strategy; 4P marketing theory
III