我国商业银行中小企业金融服务品牌差异与满意度因素分析——基于调查问卷的比较研究  

An Analysis of Brand Differentiation and Influential Factors of Satisfaction of SME Financial Services of China's Commercial Banks——A Comparative Research based on Questionnaires

作　　者：汪兴隆[1] 

机构地区：[1]北京大学光华管理学院博士后流动站,北京100871

出　　处：《上海金融》2012年第2期94-97,119,共4页Shanghai Finance

摘　　要：中小企业融资难表象的背后是商业银行并不真正了解中小企业金融服务需求特征,并在此基础上明确采取差异化的竞争行为来获取一个能"覆盖风险的收益"。根据一项对全国438家样本中小企业的调研,我们发现不同类型商业银行在中小企业金融服务品牌上存在一定差异,服务主动性、专业性和效率是影响中小企业金融服务满意度需求的主要因素。The deep reason for SME financing difficulties is that our commercial banks don't really know the characteristics of SME's financial needs,so they can't make different strategies to achieve 'risk-covered revenue'.According to a survey on 438 SMEs across the country,we find out that different commercial banks have differentiated SME financial services brand,and service initiatives,professional skills and efficiency are the main influential factors of satisfaction of SME financial services.

关 键 词：商业银行 中小企业金融服务 品牌 满意度 

分 类 号：G21[文化科学—新闻学] F832.33[经济管理—金融学]