本文選題：農(nóng)村商業(yè)銀行 + 信貸業(yè)務(wù)��； 參考：《山東理工大學(xué)》2017年碩士論文

【摘要】：隨著經(jīng)濟(jì)水平的提升,農(nóng)村居民開(kāi)始注重物質(zhì)生活的提升,農(nóng)民對(duì)于信貸的需求顯著提高。SDNC商業(yè)銀行近年來(lái)實(shí)現(xiàn)了跨越式發(fā)展,2015年各項(xiàng)收入1007億元,經(jīng)營(yíng)利潤(rùn)352億元,農(nóng)村信貸市場(chǎng)份額占全省銀行業(yè)金融機(jī)構(gòu)的40.68%。SDNC商業(yè)銀行快速發(fā)展的同時(shí)也暴露了一些問(wèn)題,像信貸業(yè)務(wù)戰(zhàn)略定位不清、產(chǎn)品創(chuàng)新不足、缺少完整的信貸業(yè)務(wù)營(yíng)銷(xiāo)機(jī)制和營(yíng)銷(xiāo)人員專(zhuān)業(yè)水平不足等問(wèn)題,這制約了SDNC商業(yè)銀行信貸業(yè)務(wù)的進(jìn)一步發(fā)展。同時(shí)各大商業(yè)銀行紛紛進(jìn)軍農(nóng)村信貸市場(chǎng),導(dǎo)致SDNC商業(yè)銀行的信貸市場(chǎng)進(jìn)一步縮小。面對(duì)激烈競(jìng)爭(zhēng)的市場(chǎng)環(huán)境,SDNC商業(yè)銀行不得不改變傳統(tǒng)的營(yíng)銷(xiāo)思路,建立符合當(dāng)前市場(chǎng)要求的信貸業(yè)務(wù)營(yíng)銷(xiāo)策略。本文在市場(chǎng)營(yíng)銷(xiāo)理論的基礎(chǔ)上,運(yùn)用層次分析法分析和評(píng)價(jià)了SDNC商業(yè)銀行信貸市場(chǎng)的內(nèi)外部環(huán)境,運(yùn)用STP理論進(jìn)行市場(chǎng)細(xì)分和市場(chǎng)定位,運(yùn)用4Ps營(yíng)銷(xiāo)策略進(jìn)行信貸業(yè)務(wù)營(yíng)銷(xiāo),制定營(yíng)銷(xiāo)保障措施。外部評(píng)價(jià)顯示山東省良好的經(jīng)濟(jì)形勢(shì)和農(nóng)民對(duì)貸款的需求有利于信貸業(yè)務(wù)的發(fā)展,但是SDNC商業(yè)銀行信貸業(yè)務(wù)定位不清和缺乏營(yíng)銷(xiāo)策略等制約了信貸業(yè)務(wù)發(fā)展。因此,本文對(duì)根據(jù)STP理論對(duì)SDNC商業(yè)銀行信貸業(yè)務(wù)進(jìn)行市場(chǎng)細(xì)分和市場(chǎng)定位,根據(jù)4Ps理論制定信貸業(yè)務(wù)營(yíng)銷(xiāo)策略、信貸業(yè)務(wù)定價(jià)策略、渠道策略和信貸營(yíng)銷(xiāo)促銷(xiāo)策略。最后在信貸業(yè)務(wù)營(yíng)銷(xiāo)策略設(shè)計(jì)的基礎(chǔ)上,從信貸營(yíng)銷(xiāo)過(guò)程中的組織架構(gòu)再造、信貸業(yè)務(wù)創(chuàng)新管理體系、客戶(hù)關(guān)系管理和信貸營(yíng)銷(xiāo)的風(fēng)險(xiǎn)控制四個(gè)方面出發(fā)提出完善SDNC商業(yè)銀行信貸業(yè)務(wù)營(yíng)銷(xiāo)的保障性措施。本文對(duì)SDNC商業(yè)銀行信貸業(yè)務(wù)營(yíng)銷(xiāo)環(huán)境進(jìn)行全面評(píng)估,為SDNC商業(yè)銀行信貸業(yè)務(wù)制定了可行的營(yíng)銷(xiāo)策略,對(duì)于增強(qiáng)SDNC商業(yè)銀行信貸業(yè)務(wù)營(yíng)銷(xiāo)觀念、擴(kuò)大市場(chǎng)份額、提升核心競(jìng)爭(zhēng)力、促進(jìn)可持續(xù)發(fā)展等提供指導(dǎo)。本文所提出的SDNC商業(yè)銀行信貸業(yè)務(wù)營(yíng)銷(xiāo)具體建議,豐富了我國(guó)農(nóng)村小額信貸發(fā)展的理論與實(shí)踐研究。
[Abstract]:With the improvement of economic level, rural residents began to pay attention to the improvement of material life. The farmers' demand for credit has increased significantly. SDNC commercial banks have achieved leap-forward development in recent years. In 2015, the income of various items was 100.7 billion yuan, and the operating profit was 35.2 billion yuan. While the rural credit market share accounts for the rapid development of the banking and financial institutions in the province, 40.68%.SDNC commercial banks have also exposed some problems, such as the unclear strategic positioning of credit business and insufficient product innovation. The lack of complete marketing mechanism of credit business and insufficient professional level of marketing personnel restrict the further development of credit business of SDNC commercial banks. At the same time, the major commercial banks have entered the rural credit market, leading to a further narrowing of the credit market of SDNC commercial banks. In the face of the fierce market environment, SDNC commercial banks have to change the traditional marketing thinking and establish the marketing strategy of credit business in line with the current market requirements. Based on the marketing theory, this paper analyzes and evaluates the internal and external environment of the credit market of SDNC commercial banks by using the Analytic hierarchy process (AHP), classifies and orientates the credit market by using the STP theory, and uses the 4Ps marketing strategy to carry out the credit business marketing. Develop marketing safeguards. External evaluation shows that the good economic situation of Shandong Province and the farmers' demand for loans are conducive to the development of credit business, but the lack of clear positioning of credit business and the lack of marketing strategy of SDNC commercial bank restrict the development of credit business. Therefore, this paper makes market segmentation and market orientation for credit business of SDNC commercial bank according to STP theory, and formulates marketing strategy of credit business, pricing strategy of credit business, channel strategy and promotion strategy of credit marketing according to 4Ps theory. Finally, on the basis of the marketing strategy design of credit business, from the credit marketing process of organizational structure re-engineering, credit business innovation management system, Four aspects of customer relationship management and credit marketing risk control are proposed to improve the SDNC commercial bank credit business marketing security measures. This paper makes a comprehensive evaluation of the credit marketing environment of SDNC commercial banks, and makes a feasible marketing strategy for the credit business of SDNC commercial banks. It can enhance the marketing concept, expand the market share and enhance the core competitiveness of the credit business of SDNC commercial banks. To provide guidance for sustainable development. The specific suggestions of credit marketing of SDNC commercial banks have enriched the theoretical and practical research on the development of rural microfinance in China.
【學(xué)位授予單位】：山東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F832.4

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本文編號(hào)：1790459