| 工商银行面向中小企业融资业务的服务营销 |
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| 引用本文： | 曾焕龙.工商银行面向中小企业融资业务的服务营销[J].金融论坛,2008(9). |
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| 作者姓名： | 曾焕龙 |
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| 作者单位： | 中国工商银行福建省泉州分行; |
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| 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。
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| 关 键 词： | 工商银行 服务营销 中小企业 融资 |
The Service Marketing of ICBC Focusing on Financing Business for SMS Enterprises |
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| ZENG Huan-long.The Service Marketing of ICBC Focusing on Financing Business for SMS Enterprises[J].Finance Forum,2008(9). |
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| Authors: | ZENG Huan-long |
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| Abstract: | SMS enterprises' growth is the important support for Chinese economy's steady development,but most of SMS enterpris- es 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 an- gle of service marketing,the paper reviews the developing course of banking service marketing,analyzes Chinese SMS enterprises stat... |
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| Keywords: | ICBC service marketing small-and-medium-sized(SMS)enterprise financing |
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