本文選題：農(nóng)業(yè)銀行　切入點：樂山分行　出處：《新疆大學》2017年碩士論文　論文類型：學位論文

【摘要】：中國正邁入全面建設(shè)小康社會的新階段,“三農(nóng)”問題作為現(xiàn)代化進程中的短板,一直未得到圓滿的解決。長期以來,中央高度重視“三農(nóng)”問題,自2004年開始,中央1號文件連續(xù)14年聚焦“三農(nóng)”問題,不止一次強調(diào)農(nóng)村經(jīng)濟要發(fā)展,離不開農(nóng)村金融的支持;滿足農(nóng)村金融需求,離不開金融產(chǎn)品創(chuàng)新。隨著國家城鄉(xiāng)一體化進程的加快,多元化的金融需求逐漸呈現(xiàn)出來,現(xiàn)有的金融產(chǎn)品已無法滿足日益增長的農(nóng)戶及農(nóng)村企業(yè)的需求,致使農(nóng)村金融市場形成巨大的供需缺口,給金融機構(gòu)帶來了有利的商機。農(nóng)業(yè)銀行牢記中央賦予的政治使命,緊緊抓住機遇,瞄準“三農(nóng)”這片藍海市場,積極服務(wù)“三農(nóng)”,努力執(zhí)行長期可持續(xù)發(fā)展的戰(zhàn)略任務(wù)。本文運用文獻研究法、描述性研究法、經(jīng)驗總結(jié)法同時結(jié)合問卷調(diào)查進行調(diào)研,從分析樂山農(nóng)村金融市場需求變化情況入手,結(jié)合當?shù)剞r(nóng)村金融機構(gòu)服務(wù)“三農(nóng)”的現(xiàn)狀、存在問題以及農(nóng)業(yè)銀行實施“三農(nóng)”藍海戰(zhàn)略的大背景,強調(diào)樂山農(nóng)行服務(wù)“三農(nóng)”的必要性和搶占農(nóng)村市場份額的緊迫性,從樂山農(nóng)行現(xiàn)有“三農(nóng)”產(chǎn)品和服務(wù)的角度,分析在營銷中存在的問題及成因,運用4P、4C理論并結(jié)合營銷實踐,進行“三農(nóng)”產(chǎn)品營銷對策分析;最后,提出樂山農(nóng)行要在當?shù)剞r(nóng)村金融市場領(lǐng)先同業(yè),提升競爭力,必須做好兩個方面的工作:一是在產(chǎn)品營銷上下“功夫”。在產(chǎn)品策略方面,要根據(jù)“三農(nóng)”客戶不同的需求特點,一方面通過全面梳理現(xiàn)有“三農(nóng)”產(chǎn)品,對現(xiàn)有產(chǎn)品進行整合、功能擴展、科學定價,簡化信貸流程等措施完成適應(yīng)性改造,另一方面根據(jù)農(nóng)村金融市場需求和當?shù)刭Y源稟賦加快“三農(nóng)”產(chǎn)品創(chuàng)新,塑造品牌優(yōu)勢;在渠道建設(shè)策略方面,按照“以物理網(wǎng)點為基礎(chǔ)、以電子渠道為重點、以流動服務(wù)渠道為延伸、以借助第三渠道為補充”的思路,多種途徑拓展服務(wù)渠道,尤其要加強縣域電子渠道建設(shè),使渠道與客戶需求有效對接;在產(chǎn)品定價策略方面,需根據(jù)客戶風險大小、綜合回報率來制定相關(guān)利率,對“三農(nóng)”中高端客戶或低風險業(yè)務(wù)可實行利率優(yōu)惠政策。在產(chǎn)品促銷策略方面,需提高“三農(nóng)”服務(wù)人員素質(zhì),通過多種渠道做好廣告、宣傳,提升客戶對產(chǎn)品的認知度和認同感。二是創(chuàng)新服務(wù)模式。農(nóng)村金融市場存在差異化,需要我們針對不同的區(qū)域特點、特色產(chǎn)業(yè)、客戶需求,不斷創(chuàng)新“三農(nóng)”信貸產(chǎn)品和服務(wù)模式。
[Abstract]:China is entering a new stage of building a well-off society in an all-round way. As a short board in the process of modernization, the issue of "agriculture, rural areas and farmers" has not been satisfactorily resolved. For a long time, the Central Committee has attached great importance to the issue of "agriculture, countryside and farmers", which has been since 2004. The first document of the Central Committee focused on the issue of "agriculture, countryside and farmers" for 14 consecutive years. It emphasized more than once that the development of the rural economy could not be achieved without the support of rural finance; and that the needs of rural finance were met. With the acceleration of the process of the country's urban-rural integration, the diversified financial needs are gradually emerging, and the existing financial products can no longer meet the growing needs of farmers and rural enterprises. This has led to a huge gap between supply and demand in the rural financial market, which has brought favorable business opportunities to financial institutions. Bearing in mind the political mission entrusted by the central government, the Agricultural Bank of China firmly grasped the opportunity and aimed at the blue sea market of "agriculture, rural areas and farmers". Actively serving the "three rural areas", striving to carry out the strategic task of long-term sustainable development. Based on the analysis of the change of rural financial market demand in Leshan, combining with the present situation of local rural financial institutions serving "agriculture, countryside and farmers", the existing problems and the background of agricultural bank implementing the "three rural" blue sea strategy, This paper emphasizes the necessity of Leshan Agricultural Bank's service to "agriculture, countryside and farmers" and the urgency of seizing the rural market share. From the point of view of the existing "three rural" products and services of Leshan Agricultural Bank, this paper analyzes the existing problems and causes in marketing. Using 4Pf4C theory and combining with marketing practice, this paper analyzes the marketing countermeasures of "three rural" products. Finally, it points out that Leshan Agricultural Bank should lead the local rural financial market in order to enhance its competitiveness. We must do a good job in two aspects: first, we must make great efforts in product marketing. In terms of product strategy, we should, according to the different needs of the "three rural" customers, on the one hand, comprehensively comb the existing "three rural" products. On the other hand, according to the needs of rural financial market and local resource endowment, we should speed up the innovation of "three agricultural products" and mold the brand advantage. In terms of channel construction strategy, according to the idea of "taking physical network as the basis, focusing on electronic channels, taking mobile service channels as extension, and making use of the third channel as a supplement", there are many ways to expand service channels. In particular, it is necessary to strengthen the construction of electronic channels at the county level so as to effectively link the channels with customer demand. In terms of product pricing strategies, the relevant interest rates should be formulated according to the size of the customer's risk and the comprehensive rate of return. The preferential policy of interest rate can be applied to the middle and high-end customers or low risk business of "three rural areas". In the aspect of product promotion strategy, we should improve the quality of service personnel of "agriculture, rural areas and farmers", advertise and propagate well through various channels. The second is the innovation of service mode. There are differences in rural financial market, which need us to aim at different regional characteristics, characteristic industries, customer needs, Continuously innovating the "three rural" credit products and service models.
【學位授予單位】：新疆大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F274;F832.2

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