本文關(guān)鍵詞：遼寧省農(nóng)村信用社銀行卡營(yíng)銷(xiāo)策略研究　出處：《遼寧大學(xué)》2012年碩士論文　論文類(lèi)型：學(xué)位論文

  更多相關(guān)文章： 遼寧省農(nóng)信 銀行卡業(yè)務(wù) 營(yíng)銷(xiāo)

【摘要】：近年來(lái)國(guó)內(nèi)各大銀行發(fā)展迅速,市場(chǎng)競(jìng)爭(zhēng)日趨激烈。遼寧省農(nóng)村信用社(以下簡(jiǎn)稱(chēng)遼寧農(nóng)信)盡管有著悠久的史歷,但在解決沉重歷史包袱的同時(shí),跟緊時(shí)代的步伐持續(xù)發(fā)展,無(wú)疑對(duì)遼寧省農(nóng)信經(jīng)營(yíng)管理水平提出了更高的要求及嚴(yán)峻的考驗(yàn)。遼寧省農(nóng)信成立五十多年來(lái),立足并扎根農(nóng)村,服務(wù)于農(nóng)業(yè)、農(nóng)民和農(nóng)村經(jīng)濟(jì),在肯定改革取得成績(jī)的同時(shí),我們也必須清醒地意識(shí)到,在改革與業(yè)務(wù)發(fā)展過(guò)程中,銀行卡業(yè)務(wù)與其他金融機(jī)構(gòu)相比,依然存在如品牌、經(jīng)營(yíng)、服務(wù)、網(wǎng)絡(luò)科技等多方面的劣勢(shì)。面對(duì)國(guó)有銀行的飛速發(fā)展,面對(duì)各大商業(yè)銀行的不斷擴(kuò)張,面對(duì)農(nóng)業(yè)發(fā)展銀行、農(nóng)業(yè)銀行轉(zhuǎn)軌經(jīng)營(yíng)以及郵政儲(chǔ)蓄銀行、各類(lèi)微小銀行設(shè)立,都將對(duì)遼寧省農(nóng)信帶來(lái)強(qiáng)有力的沖擊,成為農(nóng)信強(qiáng)有力的競(jìng)爭(zhēng)對(duì)手。 因此,基于以上原因,研究遼寧省農(nóng)信社銀行卡產(chǎn)品在農(nóng)村地區(qū)發(fā)展的營(yíng)銷(xiāo)策略。堅(jiān)持實(shí)事求是的態(tài)度,注重理論研究與實(shí)際研究相結(jié)合,并采用文獻(xiàn)研究法、分析法相結(jié)合的方法,參閱了近年來(lái)國(guó)內(nèi)外銀行卡業(yè)務(wù)的研究,掌握了最新的信息,提煉出有參考價(jià)值的研究?jī)?nèi)容,并利用市場(chǎng)營(yíng)銷(xiāo)理論,運(yùn)用SWOT作為分析工具、波特五力理論等理論依據(jù),對(duì)銀行卡產(chǎn)品的營(yíng)銷(xiāo)環(huán)境進(jìn)行分析。 最后,運(yùn)用STP、SPS等營(yíng)銷(xiāo)管理理論進(jìn)行營(yíng)銷(xiāo)策略的制定與管理,按照遼寧農(nóng)信發(fā)展目標(biāo),提出適合遼寧農(nóng)信的銀行卡業(yè)務(wù)推廣策略定位,并選擇高效的營(yíng)銷(xiāo)策略、產(chǎn)品策略、業(yè)務(wù)策略、服務(wù)策略、人才策略等業(yè)務(wù)推廣策略。采取加大營(yíng)銷(xiāo)力度提高市場(chǎng)占有率、堅(jiān)持特色業(yè)務(wù)創(chuàng)新保證市場(chǎng)營(yíng)銷(xiāo)的內(nèi)生動(dòng)力、拓展中間業(yè)務(wù)范圍上開(kāi)發(fā)新的利潤(rùn)增長(zhǎng)點(diǎn)為遼寧農(nóng)信銀行卡營(yíng)銷(xiāo)措施；拓寬服務(wù)渠道改善業(yè)務(wù)受理環(huán)境、加強(qiáng)員工培訓(xùn)提高人才儲(chǔ)備能力來(lái)確保營(yíng)銷(xiāo)策略的有效實(shí)施。以達(dá)到改變遼寧農(nóng)信銀行卡業(yè)務(wù)落后局面,提高業(yè)務(wù)創(chuàng)新能力,為持卡客戶(hù)提供良好的用卡環(huán)境,提高銀行卡業(yè)務(wù)市場(chǎng)占有率及競(jìng)爭(zhēng)力的目標(biāo)。使遼寧農(nóng)信銀行卡業(yè)務(wù)在激烈競(jìng)爭(zhēng)的農(nóng)村金融市場(chǎng)大潮中破浪前行,揚(yáng)帆遠(yuǎn)航,擺脫發(fā)展落后局面,“牢固”占領(lǐng)農(nóng)村金融市場(chǎng),開(kāi)創(chuàng)更加美好的未來(lái)。
[Abstract]:In recent years, the domestic banks have developed rapidly and the market competition has become increasingly fierce. Although Liaoning Rural Credit Cooperatives (hereinafter referred to as Liaoning Rural Credit Association) has a long history, it solves the heavy historical burden at the same time. Keeping pace with the times of sustainable development, no doubt put forward higher requirements and severe test to the level of management and management of Liaoning Rural Credit. Liaoning Province Agricultural Credit has been established for more than 50 years, based and rooted in rural areas, serving agriculture. Farmers and rural economy, while affirming the achievements of the reform, we must also be aware that in the reform and business development process, the bank card business compared with other financial institutions, still exist such as brands. Facing the rapid development of state-owned banks, the continuous expansion of major commercial banks, the agricultural development bank, agricultural bank management and postal savings bank. Each kind of small bank establishment, will bring the powerful impact to Liaoning province agriculture letter, becomes the agriculture letter's strong competitor. Therefore, based on the above reasons, this paper studies the marketing strategy of the development of rural credit card products in rural areas of Liaoning Province, adhere to the attitude of seeking truth from facts, pay attention to the combination of theoretical research and practical research. With the method of literature research and analysis, this paper refers to the research of bank card business at home and abroad in recent years, grasps the latest information, abstracts the research content with reference value, and uses the marketing theory. This paper analyzes the marketing environment of bank card products by using SWOT as an analysis tool and Porter's five-force theory. Finally, the use of STP SPS and other marketing management theory to formulate and manage marketing strategies, according to the development goals of Liaoning Rural Credit, put forward suitable for Liaoning Rural Credit Bank card business promotion strategy positioning. And select efficient marketing strategy, product strategy, business strategy, service strategy, talent strategy and other business promotion strategies. Persisting in characteristic business innovation to ensure the endogenous motive force of marketing and developing new profit growth point in expanding the scope of intermediate business are the marketing measures of Liaoning Nongxin Bank Card. Broaden service channels to improve business acceptance environment, strengthen staff training, improve talent reserve ability to ensure the effective implementation of marketing strategies, in order to change the backward situation of Liaoning Nongxin Bank Card business, improve the ability of business innovation. To provide customers with a good card environment, improve the market share of bank card business and the goal of competitiveness, so that Liaoning Nongxin bank card business in the fierce competition in the rural financial market tide ahead, sailing. Shake off the backward situation of development, "firmly" occupy the rural financial market, and create a better future.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F832.35

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本文編號(hào)：1426176