| Abstract: | 金融業近期吹起一股小額放貸風氣，除個人消費分期貸款、車輛貸款，針對企業貸款主力已漸漸由中小型企業慢慢移轉至微型企業貸款，微型企業貸款也漸漸在各大銀行及租賃公司發展成為獲利金雞母，在近年因為升息影響下，各家銀行因資金成本上升紛紛拉高放貸利率。
中租迪和股份有限公司，成立於1977年，當時為中國租賃股份有限公司，於1995年合併更名為中租迪和股份有限公司，並於2011年12月掛牌上市(5871-中租KY)，公司主要提供多元性的金融商品，包括租賃、分期付款、國內應收帳款受讓、貸款型融資，並成功利用其40年以上的中小企業信用資料，發展信用評估風險模組並申請專利，2019年隨著COVID-19疫情持續延燒，中小企業主面臨資金周轉問題，中租公司仍持續支援中小企業，協助取得融資周轉。
本論文主要研究中租公司微型企業融資，在擬定企業行銷策略，運用策略行銷4C架構，掌握目標客群及運用關鍵資源提升微型企業融資在產品面上的競爭力。策略行銷4C架構包含：外顯單位效益成本(C1)、資訊搜尋成本(C2)、道德危機成本(C3)、專屬陷入成本(C4)。微型企業在經濟發展中扮演著至關重要的角色，但其資金獲取的限制卻長期成為成長的主要瓶頸。為了有效支持微型企業的融資需求，行銷策略中的 4C 架構提供了新的視角與方法，通過外顯單位效益成本（C1）、買者資訊搜尋成本（C2）、買者道德危機成本（C3）及買者專屬陷入成本（C4）的系統分析，建立了微型企業融資的創新商業模式。
研究表明，通過 4C 策略，微型企業融資服務可以獲得以下具體好處：1. 提升產品效益與吸引力（C1）：提供合理的利率與彈性還款方案，簡化產品結構，並加速申請與放款流程，幫助微型企業更高效地解決資金周轉問題，減少財務壓力。2. 降低資訊障礙（C2）：通過資訊透明化、案例分享、專業顧問服務及舉辦企業交流活動，顯著減少微型企業在搜尋與理解融資產品時的困難，增強合作意願。3. 減少道德危機與風險（C3）：建立完善的保障機制與契約條款，並提供靈活的資金周轉解決方案和售後支持，幫助借款企業在面臨經營挑戰時保持穩定，降低金融機構的風險暴露。4. 增強客戶黏性與忠誠度（C4）：通過建立專屬社群、提供增值服務及塑造專業品牌形象，微型企業不僅成為穩定的融資客戶，還能建立長期合作關係，實現雙贏局面。
研究結論指出，採用 4C 行銷策略能夠有效優化微型企業融資模式，降低其融資門檻並提高服務效率。同時，金融機構也能通過更高的客戶滿意度與信任度，強化市場競爭力與品牌價值。未來，隨著數位化技術與精準行銷的進一步發展，4C 策略在微型企業融資領域的應用將展現出更大的潛力，推動經濟的可持續發展。
The financial industry has recently seen a trend toward small-scale lending, including personal installment loans and vehicle loans. In the realm of corporate lending, the focus has gradually shifted from small and medium-sized enterprises (SMEs) to micro-enterprises. Micro-enterprise loans are increasingly becoming a profitable "golden goose" for major banks and leasing companies. Due to rising interest rates in recent years, banks have increased lending rates in response to higher funding costs.
Chailease Co., Ltd., established in 1977 as China Leasing Co., Ltd., was renamed in 1995 following a merger and was publicly listed in December 2011 (5871-Chailease KY). The company offers diverse financial products, including leasing, installment payments, domestic accounts receivable assignments, and loan-based financing. Leveraging over 40 years of SME credit data, Chailease has developed patented credit risk assessment models. Despite the financial challenges brought on by the COVID-19 pandemic in 2019, the company continued to support SMEs by providing financing solutions.
This study focuses on micro-enterprise financing at Chailease, aiming to develop corporate marketing strategies using the 4C framework. This framework identifies target customer groups and employs key resources to enhance the competitiveness of micro-enterprise financing products. The 4C framework includes: explicit unit efficiency cost (C1), information search cost (C2), moral hazard cost (C3), and exclusive entrapment cost (C4). Micro-enterprises play a critical role in economic development, yet their growth has long been constrained by limited access to funding. To effectively support their financing needs, the 4C framework offers a new perspective, providing an innovative business model through systematic analysis of C1, C2, C3, and C4.
The research demonstrates that the application of the 4C strategy offers the following tangible benefits for micro-enterprise financing services:
Enhanced Product Benefits and Appeal (C1): Providing reasonable interest rates and flexible repayment plans, simplifying product structures, and streamlining the application and disbursement processes help micro-enterprises resolve cash flow issues efficiently, reducing financial pressure.
Reduced Information Barriers (C2): Transparency, case sharing, professional consulting services, and hosting corporate networking events significantly decrease the difficulties micro-enterprises face in searching for and understanding financing products, thereby boosting collaboration willingness.
Mitigation of Moral Hazards and Risks (C3): Establishing comprehensive safeguards and contract terms, along with offering flexible cash flow solutions and post-loan support, helps borrowing enterprises maintain stability during operational challenges, reducing financial institutions' risk exposure.
Increased Customer Retention and Loyalty (C4): Creating dedicated communities, offering value-added services, and cultivating a professional brand image transform micro-enterprises into stable financing customers, fostering long-term partnerships and mutual benefits.
The study concludes that adopting the 4C marketing strategy can effectively optimize micro-enterprise financing models, lower financing barriers, and enhance service efficiency. Simultaneously, financial institutions can improve customer satisfaction and trust, strengthening their market competitiveness and brand value. Looking ahead, with advancements in digital technology and precision marketing, the 4C strategy holds even greater potential for driving sustainable economic development in the micro-enterprise financing sector. |
