辽宁省农村信用社银行卡营销策略研究

发布时间：2018-01-15 01:23

本文关键词：辽宁省农村信用社银行卡营销策略研究　出处：《辽宁大学》2012年硕士论文　论文类型：学位论文

【摘要】：近年来国内各大银行发展迅速,市场竞争日趋激烈。辽宁省农村信用社(以下简称辽宁农信)尽管有着悠久的史历,但在解决沉重历史包袱的同时,跟紧时代的步伐持续发展,无疑对辽宁省农信经营管理水平提出了更高的要求及严峻的考验。辽宁省农信成立五十多年来,立足并扎根农村,服务于农业、农民和农村经济,在肯定改革取得成绩的同时,我们也必须清醒地意识到,在改革与业务发展过程中,银行卡业务与其他金融机构相比,依然存在如品牌、经营、服务、网络科技等多方面的劣势。面对国有银行的飞速发展,面对各大商业银行的不断扩张,面对农业发展银行、农业银行转轨经营以及邮政储蓄银行、各类微小银行设立,都将对辽宁省农信带来强有力的冲击,成为农信强有力的竞争对手。因此,基于以上原因,研究辽宁省农信社银行卡产品在农村地区发展的营销策略。坚持实事求是的态度,注重理论研究与实际研究相结合,并采用文献研究法、分析法相结合的方法,参阅了近年来国内外银行卡业务的研究,掌握了最新的信息,提炼出有参考价值的研究内容,并利用市场营销理论,运用SWOT作为分析工具、波特五力理论等理论依据,对银行卡产品的营销环境进行分析。最后,运用STP、SPS等营销管理理论进行营销策略的制定与管理,按照辽宁农信发展目标,提出适合辽宁农信的银行卡业务推广策略定位,并选择高效的营销策略、产品策略、业务策略、服务策略、人才策略等业务推广策略。采取加大营销力度提高市场占有率、坚持特色业务创新保证市场营销的内生动力、拓展中间业务范围上开发新的利润增长点为辽宁农信银行卡营销措施；拓宽服务渠道改善业务受理环境、加强员工培训提高人才储备能力来确保营销策略的有效实施。以达到改变辽宁农信银行卡业务落后局面,提高业务创新能力,为持卡客户提供良好的用卡环境,提高银行卡业务市场占有率及竞争力的目标。使辽宁农信银行卡业务在激烈竞争的农村金融市场大潮中破浪前行,扬帆远航,摆脱发展落后局面,“牢固”占领农村金融市场,开创更加美好的未来。
[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.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.35

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