【摘要】： 伴隨著現(xiàn)代商業(yè)銀行體系的初步形成,銀行業(yè)競爭日趨加劇,農(nóng)村信用社自身盈利能力將面臨新的挑戰(zhàn),只有樹立信貸營銷的全新理念,制定符合自身實際的信貸營銷組合策略,農(nóng)村信用社才能在激烈的市場競爭中立于不敗之地。 本文在商業(yè)銀行市場營銷理論、服務(wù)營銷理論及信貸營銷理論等理論研究的基礎(chǔ)上,提出了構(gòu)建梁園區(qū)農(nóng)村信用聯(lián)社信貸營銷策略。在研究過程中,堅持科學(xué)性和實用性的原則,采用調(diào)查研究法、系統(tǒng)分析法、比較分析法等方法,大量收集有關(guān)材料,對目前梁園區(qū)農(nóng)村信用聯(lián)社的信貸營銷現(xiàn)狀進行認真的調(diào)研與分析,找出其存在的問題:營銷意識單薄、目標(biāo)市場不明確、產(chǎn)品缺乏創(chuàng)新、營銷資源匱乏、促銷策略滯后、營銷體系不健全。然后,結(jié)合問題,重點從產(chǎn)品、價格、渠道、促銷、人員和CIS六個方面,設(shè)計了梁園區(qū)農(nóng)村信用聯(lián)社的信貸營銷策略。梁園區(qū)農(nóng)村信用聯(lián)社應(yīng)該在市場細分的基礎(chǔ)上開發(fā)信貸產(chǎn)品,加強品牌建設(shè);根據(jù)不同客戶的信用評級,區(qū)別定價;調(diào)整網(wǎng)點布局和結(jié)構(gòu),開辟新渠道;運用廣告、人員推銷、營業(yè)推廣和公共關(guān)系進行促銷;加強人員培訓(xùn),實行客戶經(jīng)理制;導(dǎo)入ClS系統(tǒng),通過企業(yè)形象的提高增強信貸產(chǎn)品競爭力。為保證營銷組合策略的順利實施,梁園區(qū)農(nóng)村信用聯(lián)社應(yīng)該轉(zhuǎn)變營銷觀念,建立現(xiàn)代商業(yè)銀行制度,創(chuàng)新營銷機制,加強業(yè)務(wù)整合聯(lián)動,建立市場營銷的約束與激勵機制。 梁園區(qū)農(nóng)村信用聯(lián)社位于中原腹地,區(qū)域經(jīng)濟發(fā)展比較落后。本文通過對河南省商丘市梁園區(qū)農(nóng)村信用聯(lián)社的信貸營銷策略研究,以期為欠發(fā)達地區(qū)農(nóng)村信用聯(lián)社的發(fā)展提供一些借鑒。
[Abstract]:With the initial formation of the modern commercial banking system, the competition of the banking industry is increasing day by day, and the profitability of the rural credit cooperatives will face new challenges. Only the brand-new concept of credit marketing will be set up. The rural credit cooperative can be invincible in the fierce market competition by formulating the credit marketing mix strategy which accords with its own reality. Based on the theoretical research of commercial bank marketing theory, service marketing theory and credit marketing theory, this paper puts forward the construction of Liangyuan rural credit cooperative credit marketing strategy. In the course of the research, we should adhere to the principles of science and practicality, adopt the methods of investigation and research, systematic analysis, comparative analysis, and so on, and collect a large number of relevant materials. This paper makes a careful investigation and analysis on the current situation of credit marketing of Liangyuan Rural Credit Union, and finds out its existing problems: marketing consciousness is thin, target market is unclear, products lack of innovation, marketing resources are scarce, and promotion strategy is lagging behind. The marketing system is not perfect. Then, combining with the problems, this paper designs the credit marketing strategy of Liangyuan rural credit association from six aspects: product, price, channel, promotion, personnel and CISs. On the basis of market segmentation, Liangyuan Rural Credit Union should develop credit products, strengthen brand building, distinguish pricing according to different customers' credit rating, adjust network layout and structure, and open up new channels. Use advertising, personnel promotion, business promotion and public relations to carry out promotion; strengthen personnel training, implement customer manager system; introduce ClS system to enhance the competitiveness of credit products through the improvement of corporate image. In order to ensure the smooth implementation of marketing mix strategy, Liangyuan Rural Credit Union should change the marketing concept, establish the modern commercial bank system, innovate the marketing mechanism, strengthen the linkage of business integration, and establish the restriction and incentive mechanism of marketing. Liangyuan Rural Credit Association is located in the hinterland of Central Plains, the regional economic development is relatively backward. This paper studies the credit marketing strategy of rural credit cooperatives in Liangyuan District, Shangqiu City, Henan Province, in order to provide some references for the development of rural credit cooperatives in underdeveloped areas.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F274;F832.4

【引證文獻】

相關(guān)碩士學(xué)位論文 前1條

1 劉海燕;臨沂農(nóng)村信用社信貸業(yè)務(wù)市場營銷研究[D];西北大學(xué);2011年

，

本文編號：2452013