摘要
中小企业的成长与发展是近年来中国经济持续稳步增长的重要支撑,但大多数发展中的中小企业都面临着"融资难"的窘境。这就产生了一个矛盾:一方面是中小企业难以获得银行的信贷支持,另一方面是银行的大量资金无法贷出。本文从服务营销的角度出发,回顾了银行服务营销的发展历程,详细分析了我国中小企业发展现状、融资现状,并对工商银行中小企业融资业务的开展情况和面临的环境进行了阐述,在此基础上,作者从产品、促销、人员、过程4个方面,就工商银行如何制定面向中小企业的组合营销策略提出了详细的对策建议。
SMS enterprises＇ growth is the important support for Chinese economy＇s steady development, but most of SMS enterprises are facing the difficulty in financing. This situation results in a contradiction： on the one hand, SMS enterprise are hard to obtain the credit support from commercial banks; on the other hand, banks fail to switch a great amount of capital into loans. From the angle of service marketing, the paper reviews the developing course of banking service marketing, analyzes Chinese SMS enterprises status quo in growth and financing, and expounds the present situation and operating environment of ICBC financing business for SMS enterprises. Furthermore, centering on how to lay down mixed marketing strategies for SMS enterprises, the paper proposes detailed suggestions for ICBC from the perspectives of product, promotion, people and process.
出处
《金融论坛》
CSSCI
北大核心
2008年第9期41-45,共5页
Finance Forum
关键词
工商银行
服务营销
中小企业
融资
ICBC
service marketing
small-and-medium-sized （SMS） enterprise
financing
