论文标题:我国商业银行对中小民营企业“惜贷”的原因与营销对策研究
The Mid-term Stock Index Forecasting Based on Neural Network Ensembles
论文作者 廖文勇
论文导师 于建原,论文学位 硕士,论文专业 工商管理
论文单位 西南财经大学,点击次数 91,论文页数 86页File Size986k
2005-05-01论文网 http://www.lw23.com/lunwen_409848772/ 银行贷款; 惜贷; 原因; 营销对策
Bank Loans; Loathness to Loan; Reason, Marketing; Tactics
改革开放以来,我国中小民营企业等非公有制经济作为我国国民经济中的一支重要力量,在促进市场竞争,增加社会就业,推动经济发展和保持社会稳定方面发挥着重要作用。随着我国经济的不断发展,中小民营企业已成为我国产业结构中最具活力的企业形态。促进中小民营企业发展,对于保持我国经济持续、快速、协调、健康发展,构建社会主义和谐社会具有十分重要的意义。正是基于中小民营企业的重要作用及其当前发展中困难的深刻分析,温家宝总理在今年全国人大三次会议上,把鼓励、支持和引导非公有制经济发展作为经济体制改革的一项重要任务来加以部署,要求为中小民营企业等非公有制企业创造平等竞争、一视同仁的法治环境、政策环境和市场环境,完善对非公有制经济的服务体系。改进对中小民营企业的融资服务,加快面向非公有制经济的金融产品和服务创新,不仅是当前银行业改革发展面临的一项重要任务,而且是今年加强和完善宏观调控的一项重要措施。可以说,有效拓展中小民营企业信贷市场是中国商业银行信贷业务可持续发展的战略选择。但是,我国商业银行近年对中小民营企业的“惜贷”行为越来越强。企业在难以得到银行贷款的同时,银行的存贷差却不断增加。随着我国金融业改革的不断深入,商业银行之间竞争加剧,商业银行资产负债比例结构的限制、大型企业融资渠道的增多,以及大型集团企业资金使用效率的提高等等因素,均制约了商业银行对大型企业集团的融资。能否有效拓展中小民营企业信贷市场就成为商业银行在未来的市场竞争中保持优势的关键。要解决这个矛盾,针对我国商业银行对中小民营企业“惜贷”的原因和贷款产品的营销特点,用营销学理论进行分析,在银行贷款营销中,应以过程营销方法为主,改变原来无差别化营销、无竞争观念和无顾客分析的营销错误,运用现代营销观念和方法,摒弃对中小民营企业“惜贷”这种“反营销”做法,使银行能够在降低银行贷款风险的同时又能积极开拓贷款市场,达到提高经营效益和增强市场竞争力之目的。本文 2分为四个部分:第一部分前言是提出问题,介绍了我国商业银行“惜贷”的现状,指出“惜贷”不是我国商业银行的利益所在。第二部分包括第一章、第二章、第三章是分析问题,其中第一章针对我国商业银行一边是向大型企业信贷大集中,一边是对中小民营企业“惜贷”的现状分析了对中小民营企业“惜贷”的原因:一是中小民营企业的自身原因,如抗风险能力弱、财务不透明、稳定性差、持续经营能力弱、信用观念差、逃废债行为严重。二是银行自身原因,如银行意识陈旧、一些机构业务创新不足、消极控制信贷风险、服务质量不高、信贷决策层次的上收等。但国外有无数例子已经证明,“由高端向低端”的转变使很多银行实现了盈利和扩大覆盖面的双重目标。因此,我国商业银行一定要有危机感、前瞻意识,必须为寻找新的利润增长点而拓展潜在的优质中小民营企业客户。第二章是贷款营销上的 6 个特殊性分析,即贷款产品的本质特性是服务、具有过程性、共生性、不转移所有权的交换、交换实现的非即时性、风险的不对称特点。第三章是分析我国商业银行对中小民营企业“惜贷”的营销错误分析。第三部分即第四章是解决问题,引入了 7 个现代营销理念和方法:市场细分、数据库营销、科学的顾客分析方法、与目标市场配合的有差异的营销组合、整合营销、内部营销、价值链营销,这样就可以避免对中小民营企业“惜贷”的营销错误,提高我国商业银行的贷款营销水平。最后是结论:支持中小民营企业发展是我国商业银行的明智而理性的选择。本文的创新之处在于从营销的角度提出了如何解决我国商业银行对中小民营企业“惜贷”的对策。本文的不足之处在于:一是全文缺乏真正理论上的创新和开拓;二是由于本人计量知识的不足和统计数据的欠缺,全文缺乏相应的实证分析来支持我的一些结论。关键词:银行贷款; 惜贷; 原因; 营销对策
After the reform and opening up to the outside, the non-state-owned economy entities in our country, such as the private enterprises in small and middle size, as an important motivation in the economy of our country, play an important role in improving the competition of market, increasing the occupation of society, improving the development of economy, and keeping the stability of society. Along with the continuous development of the economy in our country, the private enterprises in small and middle size become the most active part in our country. It is very important to improve the development of them to keep the continuous, fast, harmonious and healthy development of the economy in our country, and establish the harmonious society of socialism. Based on the important role of the private enterprises in small and middle size and the deeply analysis of the difficulty during the development, the Premier Wenjiabao took it as an important task to encourage, support and channel off the development of the non-state-owned economy entities on the third National People’s Congress of this year. He requested our government to create an equal and healthy environment of legal system, policy and market, and complete the service system for the development of the non-state-owned economy entities, such as the private enterprises in small and middle size. It is not only an important task of the banking reform and development to improve the financing service to the private enterprises in small and middle size, and speed up the innovation of the finance product and service to the non-state-owned economy entities, but also an important measure of intensifying and completing and macro-regulation and control. It is a strategic choice for the continuous development of the commercial banks in China to enlarge the credit market of the private enterprises in small and middle size. However, in resent years, the commercial banks are more and more “discreet” on the financing to the private enterprises in small and middle size. While it is very difficult for the enterprises to gain loans from the banks, the gap between the deposit and loan of the banks is deeper. With the further reform of the finance and banking in our country, the competition between the commercial banks is more and more serious. The liabilities in proportion to the assets(资产负债比例) is controlled. The financing channel of the large-scale enterprises increases. The capital use efficiency of the group corporations is improved. All of those limited the commercial banks’ financing to the corporations. It becomes the key point whether the commercial banks could keep their advantage in the market competition of the future that they can enlarge the credit market of the private enterprises in small and middle size, or not. To solve this problem, we should use the marketing theory to analyze the reason why the commercial banks are more and more “discreet” on the financing to the private enterprises in small and middle size, and the marketing characteristics of the loan product. In the loan marketing of the banks, we should correct the wrong marketing concept of non-difference marketing, non-competition concept and non-analysis about the customers. We should also use the modern marketing theory to lower the credit risk of the banks, enlarge the loan market, improve the operation efficiency, and enforce the competitive power of the banks. This paper consists of four parts. The first part is the introduction, in which, I introduce the commercial banks’ discreet attitude on financing towards the private enterprises in small and middle size. I also point out that it is not the correct way to gain profit for the commercial banks in our country to be discreet on financing to the private enterprises in small and middle size. The second part includes chapter one, chapter two and chapter three, in which the problem is analyzed. The first chapter analyzes the reason why the commercial banks are more and more “discreet” on the financing tothe private enterprises in small and middl
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