| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-8页 |
| LIST OF ABBREVIATIONS | 第8-19页 |
| 1 INTRODUCTION | 第19-27页 |
| 1.1 Research Background | 第19-21页 |
| 1.2 Literature Review | 第21-25页 |
| 1.2.1 Literature Review Abroad | 第21-22页 |
| 1.2.2 Literature Review at Home | 第22-25页 |
| 1.3 Research Methods and Paper Organization | 第25-26页 |
| 1.3.1 Research Methods | 第25页 |
| 1.3.2 Organization of the Paper | 第25-26页 |
| 1.4 Research Focus and Limitations | 第26-27页 |
| 2 THE BACKGROUND OF SMALL LOANS AND PRODUCTS OVERVIEW INPOSTAL SAVINGS BANK OF CHINA | 第27-31页 |
| 2.1 Background | 第27-28页 |
| 2.2 Products Overview and Types | 第28-31页 |
| 2.2.1 Business Joint Guarantee Loans | 第28-29页 |
| 2.2.2 Business Guarantee Loans | 第29页 |
| 2.2.3 The Business Process of Small Loans in Postal Savings Bank of China | 第29-30页 |
| 2.2.4 Introduction to Small Loan Business Factors in Postal Savings Bank of China | 第30-31页 |
| 3 THE CURRENT SITUATION OF POSTAL SAVINGS BANK OF CHINA SMALLLOANS IN DONGGUAN | 第31-44页 |
| 3.1 The Current Development Situation of Postal Savings Bank of China in Dongguan | 第31-34页 |
| 3.1.1 Dynamic Situations of Business Volume | 第31-33页 |
| 3.1.2 Main Types of Loans | 第33页 |
| 3.1.3 Main Competitors | 第33-34页 |
| 3.2 Problems in Postal Savings Bank of China Dongguan Branch Small Loans | 第34-42页 |
| 3.3 Reasons for Problems | 第42-44页 |
| 4 SWOT ANALYSIS OF SMALL LOANS PRODUCTS IN POSTAL SAVINGSBANK OF CHINA | 第44-63页 |
| 4.1 Strengths | 第44-48页 |
| 4.1.1 Products and Brand Strength | 第44页 |
| 4.1.2 Resources Strength | 第44-47页 |
| 4.1.3 Strength in Funds and Policy | 第47-48页 |
| 4.2 Weaknesses | 第48-52页 |
| 4.2.1 Limited Experience | 第48-50页 |
| 4.2.2 Lack of Risk Management Ability | 第50页 |
| 4.2.3 Weakness in Financial Innovation and Products Disadvantage | 第50-51页 |
| 4.2.4 Disadvantage in Human Resources | 第51-52页 |
| 4.3 Threats | 第52-60页 |
| 4.3.1 Deteriorated Financial Environment | 第53-59页 |
| 4.3.2 Fierce Market Competition | 第59-60页 |
| 4.4 Opportunities | 第60-61页 |
| 4.4.1 Policy Opportunity | 第60-61页 |
| 4.4.2 Market Opportunity | 第61页 |
| 4.5 Summary | 第61-63页 |
| 5 MARKETING TACTICS OF SMALL LOANS IN POSTAL SAVINGS BANK OFCHINA | 第63-71页 |
| 5.1 Positioning Tactic | 第63-64页 |
| 5.2 Channel Tactic | 第64-66页 |
| 5.3 Promotion Tactic | 第66-67页 |
| 5.4 Pricing Tactic | 第67-69页 |
| 5.5 Service Marketing Tactic | 第69页 |
| 5.6 Product Innovation Tactic | 第69-71页 |
| 6 CONCLUSIONS | 第71-73页 |
| 6.1 Direction for Future Development | 第71页 |
| 6.2 Suggestions | 第71-73页 |
| REFERENCE | 第73-76页 |
| APPENDIX A | 第76-77页 |
