康保县农业发展银行客户营销战略研究

发布时间：2018-11-12 15:09

【摘要】：政策性银行的客户营销战略是其各项业务有效开展的助力器。中国农业发展银行就其政策使命而言，其信贷业务的有效开展，关乎农发行能否高效率、高质量履行农业政策性银行职责以及服务农民、农村和农业的大问题。本文主要分析和研究中国农业发展银行康保县支行的客户营销战略存在的问题和改进办法。本文站在“中国农业发展银行，建设新农村的银行”的高度，采用文献查阅、资料分析和调查座谈等方法，在进行相关文献总结的基础上，搜集了众多国家宏观政策、地方区域发展政策和农业发展银行的信贷政策以及区域背景资料，开展了广泛的调查研究，运用SWOT理论，从优势、劣势、机会和威胁四个方面，对康保县经济发展现状和金融环境进行分析判断，对康保县农业发展银行的客户营销现状进行了实证分析，，并着重运用了农业政策性金融理论、现代意义上的“6P”等理论工具，对康保县农业发展银行客户营销战略中存在的问题进行诠释，并针对问题提出了相应的改进建议。另外，本文还采用比较的方法，对农业政策性银行的特性、与商业性银行的业务划分以及在康保县的策略提出了笔者的观点。通过研究，本文提出了产品选择策略、客户选择策略和人力资源管理策略三方面的战略对策，以便建立适合康保县农发行业务发展的新客户营销管理战略，提高客户营销管理水平，改善现有客户结构，实现农业发展银行与客户发展的动态良性循环，在防控风险前提下，谋求速度、质量、效益相统一的可持续发展，真正实现农业发展银行总行提出的“有效发展”。本文希望能为完善全国农业发展银行的营销管理提供些许参考。
[Abstract]:The customer marketing strategy of the policy bank is the booster for the effective development of its business. As far as the policy mission of Agricultural Development Bank of China is concerned, the effective development of its credit business relates to whether Agricultural Development Bank can carry out agricultural policy bank duties with high efficiency, high quality and service to farmers, rural areas and agriculture. This paper mainly analyzes and studies the problems existing in the customer marketing strategy of Kangbao County Branch of the Agricultural Development Bank of China and the improvement measures. Standing at the height of "Agricultural Development Bank of China, the Bank of Building New Countryside", this paper adopts the methods of literature review, data analysis and investigation and discussion, and collects many national macro policies on the basis of summarizing relevant documents. The local regional development policy, the credit policy of the Agricultural Development Bank and the regional background data have carried out extensive investigation and research, using the SWOT theory, from the four aspects of strengths, weaknesses, opportunities and threats. This paper analyzes and judges the present economic development and financial environment of Kangbao County, makes an empirical analysis on the customer marketing status of Kangbao Agricultural Development Bank, and puts emphasis on the application of agricultural policy-oriented finance theory. In the modern sense of "6p" and other theoretical tools, this paper interprets the problems existing in the customer marketing strategy of Kangbao Agricultural Development Bank, and puts forward corresponding suggestions for improvement. In addition, the author puts forward the author's viewpoint on the characteristics of agricultural policy banks, the division of business between agricultural policy banks and commercial banks, and the strategies in Kangbao County. Through the research, this paper puts forward three strategic countermeasures: product selection strategy, customer selection strategy and human resource management strategy, in order to establish a new customer marketing management strategy suitable for the development of Kangbao Agricultural Development Bank business. Improve the level of customer marketing management, improve the existing customer structure, realize the dynamic virtuous circle of agricultural development bank and customer development, under the premise of preventing and controlling risks, seek the sustainable development that speed, quality and benefit are unified, Real realization agricultural development bank headquarters puts forward "effective development". This paper hopes to provide some reference for improving the marketing management of the National Agricultural Development Bank.
【学位授予单位】：燕山大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.3

【参考文献】